--- title: "How to Check That Google Ads Conversions Are Tracked" description: "How to check Google Ads conversion tracking: statuses in the summary, a test lead in Tag Assistant, comparing with your CRM and typical causes of loss." url: "https://it-deweloper.pl/en/blog/check-google-ads-conversions" date: "2026-10-17T23:42:33+00:00" language: "en-GB" --- [Skip to main content](#tm-main) - [ Home](https://it-deweloper.pl/en "IT Deweloper web studio home page") - [Contact](https://it-deweloper.pl/en/contact "Contact the IT Deweloper web studio") - [ +48 731 190 041](tel:+48731190041 "Phone") - [ office@it-deweloper.pl](mailto:office@it-deweloper.pl "E-mail") - [ Nowogródzka 4A, Białystok, Poland](https://maps.app.goo.gl/BNjvryytwRyv4omA7 "Address") - [ WhatsApp](https://wa.me/48731190041 "WhatsApp") - [ Telegram](https://t.me/+48731190041 "Telegram") - [Solutions](https://it-deweloper.pl/en/web "IT Deweloper's web development solutions") - [How we workStages of work](https://it-deweloper.pl/en/web/process "Website development stages and timelines") - 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If they’re counted wrongly, the system optimises your campaigns blind — spending budget on clicks that bring nothing and missing the ones that bring customers. Here’s how to check conversion tracking yourself: where to see the statuses, how to make a test conversion, how to compare the numbers with real enquiries and where data usually gets lost. --- ![A target with an arrow in a browser window, a step checklist and a question mark — a guide to checking Google Ads conversions](https://it-deweloper.pl/images/blog/check-google-ads-conversions-cover-2x.webp) ## Step 1. Check the statuses in the conversions summary In Google Ads, open Goals → Conversions → Summary. Every conversion action has a status. Google updated them in 2026: - **Active** — tracking works, nothing to do. - **Needs attention** — conversions are being recorded, but Google suggests fixing something. - **Misconfigured** — setup errors have stopped conversions from being recorded. This is urgent. - **Awaiting conversions** — no conversions in the past week. Normal for new actions and paused campaigns, worrying for active ones. - **Removed** — the action has been deleted and no longer collects data. Also check which actions are marked as primary. Only primary actions are used for bid optimisation: if your website enquiry is marked as secondary, your campaigns don’t “see” it. ## Step 2. Make a test conversion 1. Open [Tag Assistant](https://tagassistant.google.com) and connect to your site. 2. Follow the customer journey: open the page, fill in the form, or tap the phone number if calls count as conversions. 3. In Tag Assistant, find the form submission event and check that the Google Ads conversion tag fired with the right ID and label. If the tag doesn’t fire, check the trigger. A common cause: the form submits without reloading the page, but the conversion is set up to fire on a “Thank you” page that no longer exists. The conversion won’t appear in Google Ads reports straight away, but with a delay of a few hours. An empty report five minutes after the test is no reason to panic. ## Step 3. Compare with real enquiries Take one week and compare three numbers: enquiries in your CRM or inbox, conversions in Google Ads and key events in Google Analytics. They won’t match exactly — the systems use different attribution models and conversion windows. But they should be in the same ballpark. - **Ads shows several times more conversions than enquiries** — most likely the wrong action is being counted (for example, any page view) or the conversion is duplicated. - **Ads shows several times fewer** — data is being lost. The reasons are below. ## Where conversions usually get lost - **Consent mode.** EU visitors who declined cookies aren’t tracked the usual way. If consent mode isn’t set up, Google can’t even model those conversions. How to check — in the article [on checking Consent Mode v2](https://it-deweloper.pl/en/blog/check-consent-mode-v2). - **Double counting.** The same enquiry is imported from Analytics and also counted by the Google Ads tag, and both actions are primary. - **Calls.** A tap on a phone number isn’t a call yet. If calls matter, track them separately. - **The tag disappeared** after a template update or site migration. It’s safer to keep tags in Tag Manager — I explained how to install it [in a separate article](https://it-deweloper.pl/en/blog/install-google-tag-manager). - **A form on another domain.** The tag is on the main site, but the enquiry is submitted on a subdomain or a third-party booking service. ## In short 1. Check the statuses under Goals → Conversions → Summary. 2. Make sure the right actions are marked as primary. 3. Submit a test enquiry and check the tag fires in Tag Assistant. 4. Compare weekly numbers from Ads, Analytics and your CRM. 5. Check consent mode, duplicates and forms on third-party domains. If the numbers don’t add up and it’s unclear where enquiries are lost, we can [set up Google Ads and conversion tracking](https://it-deweloper.pl/en/web/google/google-ads): run an audit, draw up a conversion plan and set up tracking for enquiries, calls and purchases. 17 October 2026 | [Victor Parhimchik](https://it-deweloper.pl/index.php?option=com_contact&view=contact&id=1&catid=4) | [IT Deweloper Blog](https://it-deweloper.pl/index.php?option=com_content&view=category&id=29) [ ![A database icon in a browser window, a step checklist and a question mark — a guide to first queries on GA4 data in BigQuery](https://it-deweloper.pl/images/blog/ga4-bigquery-first-query-cover.webp) ### How to Write Your First Query on GA4 Data in BigQuery Once Google Analytics 4 is linked to BigQuery, raw events appear in your warehouse every day: every page view, click and enquiry with all its paramet… ](https://it-deweloper.pl/index.php?option=com_content&view=article&id=300:ga4-bigquery-first-query&catid=29&lang=en-GB) [ ![A gateway arch with an arrow in a browser window, a step checklist and a question mark — an explanation of how Google tag gateway works](https://it-deweloper.pl/images/blog/how-google-tag-gateway-works-cover.webp) ### How Google Tag Gateway Works and Whether to Turn It On Google tag gateway is a feature that lets you load Google tags from your own domain instead of Google’s servers. 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If they’re counted wrongly, the system optimises your campaigns blind — spending bud… ](https://it-deweloper.pl/index.php?option=com_content&view=article&id=294:check-google-ads-conversions&catid=29&lang=en-GB) [ ![Pie and bar charts in a browser window, a step checklist and a question mark — a guide to building a Data Studio report](https://it-deweloper.pl/images/blog/data-studio-first-report-cover.webp) ### How to Build a Data Studio Report from Analytics and GSC Data Studio is Google’s free tool for reports and dashboards. 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