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Stop Flying Blind: How to Verify & Showcase Your Google Ads Conversions

Problem: Imagine investing thousands in Google Ads and seeing nothing but clicks—no leads, no calls, no sales. That’s exactly what happens when your conversion actions go “Inactive.” You lose:

• Performance data: No way to prove ROI to stakeholders
• Optimization signals: Google’s bidding machine has no real outcomes to learn from
• Confidence: Clients and team members begin to question every dollar spent

Why It Matters

Conversions are the compass of every campaign. Without accurate tracking:

• You’re guessing, not optimizing.
• You can’t troubleshoot dips in performance—was it the ad, the landing page, or tracking itself?
• You risk wasting budget on impressions that never turn into business value.

Common Causes of “Inactive” Conversions

• Accidental Tag Removal: A site update or developer change wipes out your tracking snippet.
• Misconfigured Goals: In GA4, events aren’t marked as conversions (key events) or imported into Google Ads.
• Broken Thank-You Pages: Redirects or AJAX forms that never fire the “page load” event.
• Account-Level Mismatches: You’ve set conversions in one account but duplicated campaigns in another without importing them.

Audit & Reactivation Checklist

Conversion Status Review: In Google Ads, under Tools & Settings → Conversions, confirm each action shows “Recording conversions.”

Tag & Event Verification: Use Tag Assistant or GA4 DebugView to trigger a test conversion—make sure the hit arrives.

Thank-You Page Test: Submit every form and watch for the “thank-you” URL change or event fire.

Goal Alignment: Compare your GA4 conversions with imported Google Ads conversions—any gaps mean you need to re-import events.

Redundancy & Alerts: Schedule a weekly check in your calendar and set up Google Analytics alerts for sudden drops in form submissions.

Presenting Results Clearly

Clients don’t need raw data—they need a story:

• High-Level Snapshot: Show total conversions, cost per conversion, and conversion rate month-over-month.
• Campaign Breakdown: Highlight which campaigns hit their objectives (e.g., calls vs. downloads).
• Visuals Over Tables: A simple bar chart or sparkline can convey trends more effectively than rows of numbers.
• Contextual Annotations: Note any site updates, budget shifts, or holiday effects alongside the data.

What to do next…

1. Run your audit using the Checklist above—fix any inactive actions today.
2. Build a simple dashboard (Data Studio, Sheets, or your favorite BI tool) that pulls in Google Ads and Analytics conversions.
3. Set up weekly alerts so you’re the first to know when conversions dip.