Why Your Google Ads Are Not Tracking Conversions (Common Mistakes)

1. The Tag Isn’t Installed Properly

Let’s start with the obvious. If your Google Ads tag (or the event snippet) isn’t installed on the right page, it’s not going to track anything. This can happen if the code was added incorrectly, placed on the wrong page, or left out entirely.

Quick fix: Double-check the placement. Your global site tag should be on every page. The event snippet should go on the conversion confirmation page - like the thank you or order confirmation screen.

2. Using the Wrong Conversion Action

Sometimes people set up multiple conversion actions in Google Ads but only one gets tracked. Why? Because they’re optimizing for one action but checking another.

Quick fix: Go to Tools & Settings > Conversions and make sure you’re tracking and reporting the right conversion action. If in doubt, run a test.

3. GTM Isn’t Firing Correctly

If you’re using Google Tag Manager, your trigger setup could be the problem. Tags need conditions to fire - and if those conditions aren’t met, nothing gets tracked.

Quick fix: Use GTM’s Preview mode to test your tag. Click through your funnel and make sure the trigger actually fires on the right page or action.

4. JavaScript Conflicts

Weird one, but it happens. Other scripts or site plugins can interfere with your tracking code. Especially on WordPress or Shopify sites where multiple plugins run together.

Quick fix: Check your browser console for errors. Use the Google Tag Assistant Chrome extension to spot tag issues. Clean up conflicting scripts if needed.

5. Conversion Window Settings Are Too Short

By default, Google Ads tracks conversions that happen within 30 days of an ad click. If your sales cycle is longer - or users take their time - your conversions might fall outside the window.

Quick fix: Go to your conversion action settings and extend the conversion window if needed. Especially important for high-ticket or B2B products.

6. Users Block Cookies or Use Privacy Browsers

Tracking relies on cookies. But with more users opting for private browsing, ad blockers, and cookie restrictions, some conversions simply won’t show up.

Quick fix: There’s no silver bullet, but server-side tracking can help. It bypasses the browser and logs conversions directly from your server. More accurate, especially post-iOS14.

7. Not Using UTM Parameters

Even if your tag works, it helps to double-check with UTM links. These parameters let you track where users came from in Google Analytics - especially helpful if Google Ads data looks weird or low.

Quick fix: Always add UTM tags to your final URLs. Use a consistent structure to compare traffic sources.

Keep It Tight

Getting conversion tracking right can take a few tries. But once it’s locked in, it gives you the insight to grow fast and waste less. Check your tag setup, test regularly, and stay sharp with tools like GTM, server-side tracking, and UTMs.

The more visibility you have, the better your decisions - and your results.