Google Ads is no longer showing conversions: a structured checklist
The first step is to separate observation from cause. Missing conversions can be traced back to a broken tag, an altered GTM configuration, consent settings, checkout changes, or Enhanced Conversions. However, they can also reflect an actual change in demand or campaign performance.
Key areas to check
Check the conversion tag and trigger, container changes, the configuration of the conversion action, consent signals, website and checkout changes, as well as potential delays in data transmission. To do this, compare matching data sources and the timeline.
Technical issue or performance?
A simultaneous decline across multiple consistent data sources can point to a genuine performance effect. If, on the other hand, an expected event is missing immediately after a technical change, checking your tracking is the obvious next step. Data Flakes assists with conversion tracking, and Sentinel helps make noticeable changes visible sooner.