If your Google Ads campaign isn’t tracking conversions, and you see a message like “Your conversion tag is not recording conversions” with a status of “limited”, it can be frustrating, especially if you’ve double-checked your setup. In this guide, we’ll explore the potential causes for this issue, why your conversion tracking tag might not be working, and steps you can take to resolve it.
What Is Conversion Tracking in Google Ads?
Conversion tracking in Google Ads is a tool that lets you measure the effectiveness of your ads by tracking actions that users take on your website after clicking on your ads. These actions might include:
- Making a purchase
- Filling out a form
- Signing up for a newsletter
- Clicking on a specific button
Without conversion tracking, it’s difficult to gauge the success of your campaigns, making it essential for optimizing your Google Ads performance. The conversion tracking tag (also called the “tracking pixel” or “global site tag”) is a piece of code placed on your website that sends information back to Google Ads.
Why Is My Conversion Tag Not Recording Conversions?
When your Google Ads account shows the status “inactive conversion tracking” and the message “Your conversion tag is not recording conversions”, there are several potential reasons why this might be happening. Here’s a breakdown of common issues and troubleshooting steps to help resolve the problem.
1. Incorrect Tag Installation
One of the most common reasons for conversion tracking issues is improper installation of the Google Ads conversion tag on your website. If the tag isn’t installed correctly, it won’t be able to track conversions.
Solution:
- Double-check the conversion tracking tag installation on your website. Ensure the tag is placed on the thank you page (or the page that users land on after completing the desired action, such as making a purchase or submitting a form).
- If you’re using Google Tag Manager (GTM), verify that the conversion tag is triggered correctly in the container settings.
- Make sure that there are no JavaScript errors that might be preventing the tag from firing. You can use browser developer tools (like Chrome Developer Tools) to check for JavaScript errors when the page loads.
2. Tag Firing Issue
The tag might not be firing properly when a conversion happens. This can occur if:
- The tag is placed on the wrong page.
- The tag is not firing after the desired action is completed (e.g., a purchase or form submission).
- There’s a delay in firing due to page load time or browser settings.
Solution:
- Use Google Tag Assistant: Google’s Tag Assistant Chrome extension can help identify whether your conversion tag is firing correctly.
- Test the Tag Firing: You can also use the Google Tag Manager’s Preview Mode to check if the conversion tag is firing when users complete the desired actions.
- Check the Triggering Settings in GTM: Ensure that the tag is correctly set to fire on the right pages or events (e.g., form submission, order confirmation).
3. Missing or Incorrect Conversion Action Settings
If the conversion action in Google Ads isn’t configured properly, the tag won’t be able to track conversions.
Solution:
- In your Google Ads account, check the conversion action settings. Ensure that the conversion action (like a purchase or lead submission) is set up correctly, and that it corresponds to the page where the conversion tag is installed.
- Make sure you have selected the correct category for the conversion action (e.g., Purchase, Sign-up, Contact Us).
4. Conflict with Other Tags or Scripts
Sometimes, other tags or scripts running on your website can conflict with your Google Ads conversion tracking tag. This can prevent the tag from firing or recording conversions.
Solution:
- Disable other tags or scripts temporarily to see if they are causing issues with your Google Ads conversion tracking.
- Ensure that no other third-party tools (like ad blockers or other analytics software) are blocking or interfering with the tag.
5. Browser Issues or Cache Problems
Certain browsers, or issues like ad blockers or cookie restrictions, can prevent the conversion tracking tag from firing properly.
Solution:
- Test the conversion tracking in multiple browsers to rule out browser-specific issues.
- Ensure that cookies are not being blocked, as Google Ads relies on cookies to track conversions.
6. Delays in Conversion Reporting
Sometimes, it takes time for conversions to show up in your Google Ads account. Google Ads can experience delays in reporting, which could explain why you’re not seeing conversions immediately after users complete the desired action.
Solution:
- Be patient and allow some time for conversions to show up in your Google Ads account. Generally, conversion data may take up to 24 hours to appear, depending on the complexity of the tracking setup.
How to Test and Troubleshoot Conversion Tracking
Here are some additional steps you can take to test and troubleshoot your conversion tracking setup:
1. Use Google Tag Assistant
The Google Tag Assistant Chrome extension helps you check if the tags on your website are installed correctly and firing as expected. After installing the extension:
- Open your website.
- Click on the Tag Assistant icon.
- Check the report to see if there are any issues with your conversion tag.
2. Google Ads Conversion Tracking Test
- Conversion Tracking Test Tool: Google Ads has a built-in tool that allows you to test whether your conversion tag is working properly. Go to Tools and Settings > Measurement > Conversions, and click on the Test button next to the relevant conversion action.
3. Check Conversion Settings in Google Ads
- Review the Conversion Action: In your Google Ads account, check the conversion action settings to ensure that everything is configured correctly. Pay attention to settings such as category, value, and the conversion window to ensure they are aligned with your goals.
Conclusion
If your Google Ads campaign shows inactive conversion tracking and you’re not seeing any conversions, there could be several reasons behind this issue. By following the troubleshooting steps above, you can identify whether it’s an issue with the tag installation, settings, conflicts with other scripts, or browser issues.
Make sure to carefully review your tag installation and firing settings, use Google’s testing tools, and confirm that your conversion actions are configured correctly in your Google Ads account. If the issue persists, you can also reach out to Google Ads Support for additional help. With the right setup and troubleshooting, you’ll be back on track to tracking conversions and optimizing your Google Ads campaigns successfully.