Why does my Google Ads conversion say Inactive or No recent conversions?
The Google Ads help pages give 5 common reasons. The first to rule out: Misconfigured means your conversions stopped recording completely, because something in the setup or the tag is broken.
Is it broken, or just quiet?
A number can fall because fewer people came, or because something stopped counting them. Below are the causes the Google Ads help pages give, and how to check each one yourself.
What causes it?
Misconfigured means your conversions stopped recording completely, because something in the setup or the tag is broken.
In the Google Ads help:
Conversions have stopped recording entirely due to a setup error or a broken tag.
Conversion Tracking: Troubleshooting conversion tracking status, read 2026-11-12.Awaiting conversions means Google Ads has not recorded a single conversion in the past 7 days.
In the Google Ads help:
No conversions have been recorded in the last 7 days.
Conversion Tracking: Troubleshooting conversion tracking status, read 2026-11-12.If you set up the conversion in the last two days, it may simply be too new to show anything.
In the Google Ads help:
This typically means the conversion action was created under 48 hours ago
Conversion Tracking: Troubleshooting conversion tracking status, read 2026-11-12.No recent conversions can mean your tag is working and Google can see it, but nobody has converted yet.
In the Google Ads help:
Verified conversion actions will appear as “no recent conversions”.
Use Tag Assistant to troubleshoot your unverified or inactive conversion actions, read 2026-11-12.A brand new campaign needs some time before conversions start to show.
In the Google Ads help:
If the campaign is new, allow sufficient time for the campaign to gather conversion data and optimize.
Use Tag Assistant to troubleshoot your unverified or inactive conversion actions, read 2026-11-12.
How do I check it myself?
Open the Goals menu in Google Ads, go to Summary, and look at the Status column for each conversion.
In the Google Ads help:
Go to Summary within the Goals menu
Conversion Tracking: Troubleshooting conversion tracking status, read 2026-11-12.Click the status of the conversion that looks wrong to see the alerts Google gives for it.
In the Google Ads help:
Click the status of the conversion you want to troubleshoot to view the alerts.
Conversion Tracking: Troubleshooting conversion tracking status, read 2026-11-12.Check that the Google tag is on every page of your site, including the page people land on after they buy or sign up.
In the Google Ads help:
Ensure the Google tag is correctly installed on every page of your website.
Use Tag Assistant to troubleshoot your unverified or inactive conversion actions, read 2026-11-12.Test the conversion yourself with Tag Assistant by doing the action on your site, then refresh the conversions page.
In the Google Ads help:
Test the conversion action by triggering it on your website.
Use Tag Assistant to troubleshoot your unverified or inactive conversion actions, read 2026-11-12.
How would I know the day it starts?
- Feder reads your Google Ads conversions each day and compares each day with your own history.
- If conversions go quiet or move outside your usual range, Feder tells you.
Some numbers are too quiet to judge daily, such as a form filled in a few times a week. Until there is enough of your own history to judge a change, Feder says it is still learning and scores nothing, rather than guessing.
See what Feder reads from Google Ads, which feeds Wins. Feder only reads. It never changes anything in Google Ads.
What else goes wrong with these numbers?
- Why don't my Google Ads clicks match my sessions in Google Analytics?Google Ads
- Why don't my Google Ads conversions match Google Analytics?Google Ads
- Why did Google Analytics stop collecting data?Google Analytics
- Why aren't my key events showing in Google Analytics?Google Analytics
- Why does Google Analytics show (not set)?Google Analytics
See every question.
Where do these answers come from?
Every cause and check on this page comes from the Google Ads help pages, quoted above with the date we read them. Last reviewed 2026-11-12. We read them again by 2027-11-12. If one changes, this page changes or comes down.