No recent conversions: broken tag or a quiet week?

Where it shows: in the Status column under Goals, then Conversions.

• A site update removed the tag or the event that fires it.
• A new cookie banner or consent setting blocks the tag before it loads.
• The thank-you page or form changed, so the trigger no longer matches.
• A real drop in sales or leads, for example during a slow season or after ads were paused.
• People converted, but after visits that did not start with an ad click, which this status does not count.

1. Compare with your own records: did orders or leads come in during those days?
2. If they did, complete a test conversion with Tag Assistant open and see whether the tag fires.
3. Check the trigger in Google Tag Manager and the consent settings after any recent site change.
4. Fix the tag, then watch the action's status over the next day or two.

Conversions lost while the tag was broken are not recovered. Smart Bidding sees a drop and may bid down, so fix it quickly.

If the status follows a real slow period, there is nothing to repair; it clears when conversions come back.

Run a test conversion after every website release, consent change or tag update.

Compare the conversions in Google Ads with your own sales or leads each week. A gap of a few days is the earliest sign of a broken tag.

Oppy runs these every week, so the status is found early.

• A goal Google is aiming at that has never been hit: A primary conversion action that has recorded nothing lately.
• A primary goal that forgets every click after a day: Primary conversion actions whose click window is one day or less, so a customer who comes back the next day is never counted.

• Conversion action
• Google tag
• Conversion lag