Why it happens
The tag stopped firing
The tag stopped firing
Status reads Misconfigured or Unverified. A site change, a Tag Manager trigger or consent mode is behind it. See conversion action inactive.
The action is secondary or outside the goal
Conversions show in All conversions only. See conversions not showing.
The GA4 import broke
Imported key events stop when the GA4 link, auto-tagging or the key event itself changes. See GA4 conversions not showing in Google Ads.
The gclid never reaches the site
Auto-tagging is off, or a redirect strips parameters, so conversions cannot be matched to clicks.
Nothing is broken, it is just quiet
Awaiting conversions on low clicks is normal. See no recent conversions.
How to fix it, step by step
Read every status
Go to Goals, then Conversions, then Summary. Note each action's status: Active, Needs attention, Misconfigured, Awaiting conversions or Unverified.
Test the tag
For anything Misconfigured or Unverified, click Troubleshoot, or complete a conversion with Tag Assistant connected.
Check primary actions and goals
Add All conv. to your campaign table. If it beats Conversions, open the action, click Edit settings and set it to Primary action.
Check auto-tagging
Go to Admin, then Account settings, and confirm Auto-tagging is on. Click your ad and confirm gclid survives every redirect.
Allow for delay
Conversions report against the click date and keep arriving for days. Judge the last week once it has settled.
Steps checked against Google Ads Help: Troubleshooting conversion tracking status; Google Ads Help: About primary and secondary conversion actions; Google Ads Help: About auto-tagging; Google Ads Help: Use Tag Assistant to troubleshoot your unverified or inactive conversion actions.
Sprites diagnoses this
Sprites diagnoses it
Sprites runs the account half of this checklist in one pass and tells you whether the tag is the problem.
What Sprites does
- Splits conversions by action, day by day, and finds the day tracking changed.
- Matches that day against the account change history.
- Reads which actions each campaign optimizes for and compares Conversions with All conversions.
- Flags final URLs off your domain, where the tag cannot fire.
- Moves actions between primary and secondary and corrects their settings, once you approve.
What it doesn't do
- It does not read the tracking status label, run Tag Assistant or watch the tag fire.
- It does not edit your site, your tag or Google Tag Manager.
Questions
How do I know if Google Ads conversion tracking is working?
The action shows Active under Goals, then Conversions, then Summary, and a test conversion with Tag Assistant fires the event with the right ID and label.
What are the Google Ads conversion statuses now?
Since July 2026: Active, Needs attention, Misconfigured, Awaiting conversions and Removed, with Unverified for tags that have never fired.
Why do Google Ads and GA4 show different conversions?
Different attribution, different dates and different counting. Google Ads credits the click date and only Google Ads clicks, GA4 credits sessions across every channel.
Should I use the Google Ads tag or GA4 imports for conversions?
The Google Ads tag is faster and more complete for bidding. GA4 imports work when GA4 is your source of truth, but they arrive later and depend on the link staying healthy.
See where it breaks
Connect your accounts. Sprites reads them side by side and shows you exactly where the numbers split.