Why it happens
No conversion action exists
No conversion action exists
Without one, Google Ads has nothing to optimize toward and reports clicks only.
The action exists with the wrong settings
A lead counted Every per click inflates leads, and a purchase without values hides ROAS.
The tag is not on the conversion page
The action exists but the event snippet never went live, so it sits Unverified.
How to fix it, step by step
Create the action
In Google Ads go to Goals, then Conversions, then Summary, click + Create conversion action and choose Website. Enter your domain and scan.
Choose category, value and counting
Pick the category that matches (Purchase, Submit lead form, Book appointment). Use transaction-specific values for purchases. Count One for leads and Every for purchases. Set the click-through window to match your sales cycle.
Install the tag
Add the Google tag to every page, then the event snippet on the conversion page, or set up a Google Ads Conversion Tracking tag with the conversion ID and label in Tag Manager.
Test it
Complete a conversion with Tag Assistant connected, or click Troubleshoot next to the action. The status should leave Unverified within hours.
Make it primary
Open the action, click Edit settings and set Goal and action optimization to Primary action, so Smart Bidding uses it.
Steps checked against Google Ads Help: Set up conversion tracking for your website; Google Ads Help: About primary and secondary conversion actions; Google Ads Help: Use Tag Assistant to troubleshoot your unverified or inactive conversion actions.
Sprites fixes this
Or let Sprites fix it
Sprites builds the conversion action with the right settings, and you put the tag on the page.
What Sprites does
- Creates the conversion action with the right category, counting, value and lookback windows for your business.
- Sets it as primary so Smart Bidding uses it, and moves stale actions to secondary.
- Creates an upload clicks action for CRM imports, ready for when your CRM sends offline conversions.
- You approve every change before it goes live, and Sprites reads the action back to confirm it landed.
What it doesn't do
- It does not install the Google tag or event snippet on your site, or publish Tag Manager.
- It does not upload offline conversions or set up enhanced conversions.
Questions
How do I set up conversion tracking in Google Ads?
Create a conversion action under Goals, then Conversions, then Summary, install the Google tag and event snippet on the conversion page, test it with Tag Assistant and set it as primary.
Should I count one or every conversion?
One for leads, so a person submitting twice counts once. Every for purchases.
Should I use Google Tag Manager or the Google tag?
Either works. Tag Manager is easier to change without a deploy. Pick one and do not run both for the same action.
How do I find my Google Ads conversion ID?
Open the conversion action, go to Tag setup and choose Use Google Tag Manager. The conversion ID and conversion label are listed there.
How long until a new conversion action verifies?
Usually a few hours after the first conversion fires.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.