Google tag

Every conversion counted from your site and every remarketing list depends on the tag firing correctly. When it breaks, conversions stop, lists empty, and bidding learns from silence.

It is usually installed once and forgotten, so a site change can break it without anyone noticing for weeks.

1. Open Tools, then Data manager, then Google tag, in Google Ads, or Data streams in Google Analytics.
2. Use Tag Assistant to load your site and see which events fire.
3. Check each conversion action's tracking status under Goals, then Conversions.
4. Test the key pages: thank you page, checkout, contact form.

After a theme update, the purchase event stops firing on the order confirmation page. Tag Assistant shows the tag loading without the event, and the conversion action shows No recent conversions within days.

• Installing two Google tags that both send the same conversion.
• Never testing the tag after a site update.
• Blocking the tag before consent without consent mode set up.

The audit checks Oppy runs on this, each with its own page.

• A goal Google is aiming at that has never been hit
• Remarketing lists too small to serve
• Nothing recorded between arriving and buying

• Conversion action: One definition of a conversion in Google Ads, with its source, its counting, its value and its window.
• Enhanced conversions: A feature that sends hashed first-party data, such as an email entered at checkout, with a conversion, so Google can match conversions that cookies would lose.
• Key event: Google Analytics 4's name for an event you mark as important, such as a purchase or a sign-up.