Missing Google Ads conversions in GA4

If your Google Ads conversions aren’t appearing in GA4, here’s how to fix it in under ten minutes. This guide works for anyone managing their own account without agency tools

Step-by-Step Guide

1. Open Google Ads.

   Go to Tools & Settings → Conversions.

2. Check the conversion source.

   Ensure each conversion action shows Source: Website (tag).

   If it says Import from Google Analytics (UA), it’s outdated and will not track in GA4.

3. Confirm your tag setup.

   Click into each conversion → Tag setup → Use Google Tag Manager or Install manually.

   Note the event name (e.g. form_submit or purchase).

4. Verify the tag is firing.

   In Google Tag Manager, open Preview mode.

   Load your website and complete the conversion action (e.g. submit a form).

   Confirm the tag fires with the correct event name and parameters.

5. Check GA4 real-time view.

   In GA4, go to Reports → Real-time.

   Perform the conversion again and look for the event name under Event count by Event name.

   If you see it, data is flowing correctly.

6. Mark the event as a conversion.

   In GA4, go to Admin → Conversions → New conversion event.

   Enter the exact event name (case-sensitive).

   Example: if your tag sends lead_submit, type lead_submit, not Lead_Submit.

7. Test once more.

   Wait 2–5 minutes and trigger the conversion again.

   Refresh the real-time report and confirm the event appears under Conversions.

8. Check linking between Ads and GA4.

   In Google Ads → Tools & Settings → Linked accounts → Google Analytics (GA4), ensure your property is linked.

   The Status should show as “Connected”.

9. Validate using the tag assistant.

   Install Google Tag Assistant Companion (Chrome extension).

   Reload your site and confirm the G-tag or GTM container fires the correct events with no errors.

10. Wait for data to populate.

    Conversion events appear in GA4 reports within a few hours, but the Google Ads → Conversions table may take up to 24 hours to update.

Quick check:

If conversions still don’t appear, confirm the same event name is used in both Google Ads and GA4, and that consent banners aren’t blocking tags before user acceptance.

Still Not working or need help?

Our team are experts in all things Google Ads related.

Please don’t hesitate to contact us here.