Why Your Conversions Aren't Tracking — And How to Troubleshoot Them Fast

When your conversion tracking breaks, you’re essentially flying blind. You might be spending hundreds — or thousands — on ads without knowing which clicks are actually making you money. The good news? Most tracking issues have straightforward fixes if you know where to look. Let’s break down the most common reasons your conversions aren’t recording and how to resolve them quickly.

1. Your Conversion Tag Isn’t Firing Properly

One of the most common culprits is a Google Ads tag or Google Tag Manager (GTM) container that isn’t firing at the right time.

Troubleshooting steps:

• Use Google Tag Assistant or the Tag Assistant Companion Chrome extension to verify if the tag is firing on your thank-you or confirmation page.

• Ensure your trigger in GTM matches the exact page load or event (e.g., form submission).

• Avoid placing the conversion tag on a page that users can reload without completing the action — this could cause inflated counts.

2. Wrong or Inconsistent Conversion Settings

If your conversion actions are set up incorrectly in Google Ads, even a perfectly firing tag won’t save you.

Key checks:

• Verify that the correct conversion action is selected in your campaign settings.

• Make sure you’re counting conversions the right way: “Every” for purchases, “One” for leads.

• Double-check attribution windows — overly short ones can undercount conversions, especially for high-consideration purchases.

3. Missing or Broken Data Layer Variables

If your site uses a data layer to pass transaction values or IDs, any change in site code could break the flow of data.

Fix:

• Ask your developer to confirm that required variables are still being pushed on the conversion event.

• Use GTM’s preview mode to see if the data layer is populated correctly before the tag fires.

4. Browser and Privacy Restrictions

Modern browsers and privacy laws (like GDPR) can block tracking cookies and scripts.

What to do:

• Implement server-side tagging to bypass some browser restrictions.

• Use enhanced conversions in Google Ads to send hashed first-party data for better match rates.

• Make sure your consent management platform (CMP) allows conversion tracking scripts to fire after consent is given.

5. Platform Integration Gaps

If you’re using e-commerce platforms like Shopify or WooCommerce, a disconnect between the store and Google Ads can cause data loss.

For example, a missing conversion API setup or outdated integration app can result in partial tracking. This is where tools like AdsPolar come in handy — it integrates seamlessly with platforms like Google and Shopify, ensuring your ad data syncs correctly and your ROI reporting stays accurate without manual tag troubleshooting.

6. Time Zone and Reporting Delays

Sometimes the “missing” conversions are simply late to appear.

Tip:

• Check if your Google Ads account and analytics tool are set to the same time zone.

• Allow for up to 24 hours for certain conversion types to report, especially with offline or imported conversions.

Quick Troubleshooting Checklist

Before you panic, run through these quick checks:

1. Is your tag firing on the correct page or event?

2. Are conversion settings in Google Ads correct?

3. Is your data layer intact?

4. Are privacy settings blocking the tag?

5. Is your e-commerce platform properly integrated?

6. Have you waited long enough for delayed reporting?

Bottom line

Tracking issues can tank your ability to optimize campaigns, but most can be diagnosed within minutes with the right tools and a systematic approach. By regularly auditing your setup and integrating reliable tools to ensure accurate data flow, you’ll avoid costly blind spots and keep your campaigns performing at their best.