Google Ads conversion not recording: what to check in the browser

Updated 2026-10-09

A Google Ads conversion leaves the page as a request to Google's conversion endpoints, carrying your account and a conversion label that names the conversion action. If no such request is sent on the conversion page, the tag is the problem. If one is sent but the action records nothing, compare its account, label and data with the conversion action's settings. Google's own status gives the first hint: Awaiting conversions means none were recorded in the last 7 days, while Misconfigured means recording stopped because of a setup error or a broken tag.

What the statuses mean

Status	Google's meaning	What to check first
Awaiting conversions	No conversions recorded in the last 7 days; typically the action is under 48 hours old, campaigns are paused or traffic is low	Whether any conversion request was sent at all
Needs attention	Action items to address, but conversions are still recording	The details shown on the status
Misconfigured	Recording stopped because of a setup error or a broken tag	The tag on the conversion page, and its account and label

What a conversion request looks like

The Google tag sends conversions to several endpoints, such as /pagead/conversion/, /pagead/1p-conversion/, /pagead/viewthroughconversion/ and /ccm/collect. One conversion often produces more than one of them; that is normal, and our guide to CCM and view-through requests explains each. The keys to check:

Key	What it holds
Account in the path, or `tid`	The Google Ads account (the number in `AW-…`)
`label`	The conversion label of the conversion action
`en`	The event name, when the tag sends one
`value`	The conversion value
`currency_code`	The currency of that value
`oid`	The order ID (transaction ID)
`gcs` / `gcd`	Consent signals sent with the request

The checklist

No request on the conversion page. The tag may sit on a different page than the one customers reach, or its trigger never fires there. Complete a test conversion and check for a request on the confirmation page itself.
Wrong account or label. Compare the account and the label with the conversion action in Google Ads. A request with a different label belongs to a different conversion action, even when everything else matches.
Consent mode holds it back. In consent mode's basic implementation, Google tags don't load until the visitor responds to the banner, and nothing is sent if they decline. In the advanced implementation, tags send measurements without cookies while consent is denied. Accept the banner and check again, and read gcs and gcd on the request.
The conversion is sent by a GA4 tag. A request to /measurement/conversion is a Google Ads conversion sent by the GA4 tag; its destination is the GA4 tag's G- ID, not an AW- account. Look for it if you expected an Ads tag and found none.
The requests go to your own domain. With Google's tag gateway (first-party mode), Ads requests are sent to a path on your own site, so filtering DevTools for Google's hosts finds nothing. Pixel Debugger maps these paths back to Google Ads.
The order ID isn't yours. On page views, the Google tag sends its own generated oid in the form GG_…; we saw it on hundreds of hits across unrelated sites. It is not an order ID, so check that the conversion request carries your real order number.
The value has no currency. Check that value and currency_code travel together. In our study of 38 websites, 4 of 34 sent a value without a currency, and in every case it was Google Ads.
The request was blocked or cancelled. Ad blockers stop Google's conversion requests (net::ERR_BLOCKED_BY_CLIENT), and a redirect or reload right after the conversion can cancel one in flight (net::ERR_ABORTED).

A request in the browser shows what the tag sent. Whether Google Ads attributes it to a click and counts it depends on the conversion action's settings and the visitor's ad interaction, which the browser can't show.

How to check it with Pixel Debugger

Open the conversion page flow in Chrome, click the Pixel Debugger icon and complete a test conversion.
In Events, open the Google Ads row. It shows the account, the conversion label, the event name as sent, the value with its key, the currency and the order ID. If several request formats carried the same conversion, each is listed with its format.
Nothing there? Setup shows whether the Google tag was found and which consent-mode commands the page issued, and Requests lists blocked and cancelled requests with Chrome's error.