Unverified means that the conversion tracking tag associated with this conversion action has not yet fired. If you recently set up this conversion action, this may be expected since you may need to wait awhile for a user to complete a conversion on your website.
However, if you receive many conversions every hour (including unattributed conversions), then you can expect the status to update within 10 minutes. If you know you've waited long enough for conversions to be generated but the status remains “Unverified”, there’s an issue with your conversion tracking tag setup. Click Troubleshoot next to the conversion action to perform a test conversion on your website. With our guided flow, you can:
- Use Tag Assistant to troubleshoot your unverified or inactive conversion actions
- Go to Troubleshooting issues with Google Tag Manager configurations or check the steps for implementation again if your Google Ads conversion tracking tag was deployed using Google Tag Manager.
After you (or your website manager) install the conversion tracking tag on your site, you can confirm that it's on the correct page and verify your tag by following the instructions below.
Steps after implementing conversion tracking tags on your website
1. Confirm that the tag is on the correct page- Go to the website on which you're tracking conversions and visit the conversion confirmation page. That's the page customers see after they've completed a conversion, like a "thank you" page after they make a purchase or sign up for a newsletter.
- Check the source code for the page. In Google Chrome, you can right-click on the web page and select View Page Source. Steps will be different in other browsers.
- Now look for the conversion tag code. If the tag was successfully placed, you'll see a comment tag that looks like this: <!-- Event snippet for {Action name} conversion page -->. The {Action name} should be the one you entered earlier in the field "Action name." You may need to contact your developer for assistance.
- If the tag is on the page, continue to the next step to try other options. If the tag is not on the page, you or whoever maintains your website will need to go through the conversion tracking setup process and add the tag.
Here are some options for verifying that conversion tracking and your tag are set up correctly. It’s best to use one of the first two options, since the other option requires you to click on your ad, and you’ll be charged for the click. If you're very familiar with website code, refer to the "Using debugging tools" section below. It'll show you another way to verify conversion tracking without costing you a click.
- Use Tag Assistant: Tag Assistant is a free Chrome Extension that automatically checks Google code snippets on any page in real time. It’ll show you the tags and errors found, help you resolve the problem, and make suggestions for improvements, including updates to old code. Download and install Tag Assistant via the Chrome Web Store or visit the Tag Assistant Help Center for more information.
- Wait for a conversion to show up after a few hours: If you know that a click on your ad resulted in a conversion, and you know the click occurred after you activated conversion tracking, wait for the conversion to appear in your Google Ads account.
- Complete a test conversion on your site and wait for the conversion to appear on Google Ads: Run a search for one of your active keywords on Google and click on your ad. You can then complete a test conversion on your site. After completing the conversion, it'll appear in your Google Ads account within the next few hours.
After following the steps for one of these options, you can see conversions in your Google Ads account by clicking Campaigns in the page menu on the left, or by clicking the tool icon in the upper right corner of your account and selecting Conversions.
Here's what a correct conversion tracking tag should look like (except for the tag IDs, value and currency, all highlighted, which will look different in your tag):
<!-- Google tag (gtag.js) - TAG_ID -->
<script async src="https://www.googletagmanager.com/gtag/js?id="TAG_ID"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'TAG_ID');
</script>
<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': 'AW-AbC-D_efG-h12_34-567',
'value': 1.0,
'currency': 'USD'
});
</script
Common issues with Google tags
If you still don't see conversions being attributed after those steps, below are a few common issues that you should check for in your conversion tracking tag setup:
Dynamic conversion in wrong formatIncorrect
<!-- Event snippet for Example conversion page --><script>
gtag('event', 'conversion', {'send_to': 'AW-123456789/AbC-D_efG-h12_34-567',
'value': '$2,000.00',
'currency': 'USD'
});
</script>
Correct
<!-- Event snippet for Example conversion page --><script>
gtag('event', 'conversion', {'send_to': 'AW-123456789/AbC-D_efG-h12_34-567',
'value': 2000.00,
'currency': 'USD'
});
</script
The send_to parameter in the event snippet must match the value that you copy from the Google Ads interface exactly.
Incorrect
<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': 'AW123456789AbC-D_efGh1-2_34567',
'value': 1.0,
'currency': 'USD'
});
</script>
Correct
<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': 'AW-123456789/AbC-D_efG-h12_34-567',
'value': 1.0,
'currency': 'USD'
});
</script>
Be on the lookout for syntax errors that may inadvertently be introduced when copying and pasting the tag from the Google Ads interface. Common syntax errors include:
Unquoted strings
Incorrect
<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': AW-AbC-D_efG-h12_34-567,
'value': 1.0,
'currency': USD
});
</script>
Correct
<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': 'AW-AbC-D_efG-h12_34-567',
'value': 1.0,
'currency': 'USD'
});
</script>
Invalid quotation mark
Incorrect
<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': “AW-AbC-D_efG-h12_34-567”,
'value': 1.0,
'currency': “USD”
});
</script>
Correct
<!-- Event snippet for Example conversion page -->
<script>
gtag('event', 'conversion', {'send_to': 'AW-AbC-D_efG-h12_34-567',
'value': 1.0,
'currency': 'USD'
});
</script>
Tip: The JavaScript console will usually alert you to malformed JavaScript code. You can access the console in Chrome by clicking the 3-dot icon in the upper right corner of the browser window, then selecting More Tools > Developer Tools. Click the Console tab. If you have a malformed conversion tracking code, you’ll see an “Uncaught SyntaxError” message.
Each time a conversion tag runs, it makes a request to the following URL, where the “XXXXXX” will be your conversion ID (this number length varies):
http://www.googleadservices.com/pagead/conversion/XXXXXXXX/
The request that's sent here includes a number of parameters—or values. You can review the requests that your tag sends to make sure it's working properly. When you do, look for these elements to confirm they match the conversion tag generated for the conversion action:
- Conversion ID: The unique number that's specific to your Google Ads account.
- Conversion label: The unique label that matches the name of the conversion in your Google Ads account.
Using a debugging tool like Google tag assistant, you can see the information sent between your web browser (also known as a client) and the server. This will help you examine the conversion tracking request sent by your browser and identify whether or not the correct conversion ID and label are included.
Available debugging tools
| Browser | Tool |
|---|---|
| All | Firebug Lite |
| All | Charles |
| Chrome | Built-in Developer Tools (e.g. Resources) |
| Firefox | Live HTTP Headers |
| Firefox | Firebug |
| Internet Explorer | Fiddler |
| Safari | Built-in Activity window |
Debugging with Chrome Developer Tools
- Open a new tab in Chrome.
- Click the 3-dot icon
in the upper right corner of the browser window, then select More Tools > Developer Tools.
If you don't see the Chrome menu, you can open Developer Tools by pressing Control - Shift - I keys (in Windows) or Command - Option - I (on a Mac). - Click on the Network tab.
- Leave the developer tools window open.
- Navigate to the page that contains the conversion tracking tag.
- Look for the request:
www.googleadservices.com. - Examine the components of the conversion tracking request to verify it matches your account and conversion name.
in the upper right corner of the browser window, then select More Tools > Developer Tools.Checking the conversion request
All conversion tracking requests begin with the same URL structure:
www.googleadservices.com/pagead/conversion/
The full request will look something like this:
http://www.googleadservices.com/pagead/conversion/123456789/
?
random=1309518235472
&cv=6
&fst=1309518235472
&num=1
&fmt=2
&value=0
&label=AAAAAAAAAAAAAAAAAAA
&bg=ffffff
&hl=it
&guid=ON
&u_
h=1200
&u_w=1920
&u_ah=1174&
u_aw=1920
&u_cd=24
&u_his=2
&u_tz=60
&u_
java=true
&u_nplug=19
&u_nmime=97
&gclaw: test
url=http%3A//www.example.com/conversion-page.html
The number after www.googleadservices.com/pagead/conversion/ should match your conversion ID, and the characters after &label= should match your conversion label. If they don't, this tag is most likely tied to a different conversion action. Note that this applies to URLs that open through the conversion page.
To fix this, you may need to generate a new conversion tag for this conversion action and place it on your site, or check with anyone else who has access to your website code to see if they've installed a conversion tracking tag for a different conversion action.
