No recent conversions means Google Ads recorded no conversion from an ad click on that action in the last 7 to 14 days, and once the tag is verified, Google says the likely cause is a lack of conversions, not a broken tag. Google's current status list calls a 7-day gap Awaiting conversions; find your status below and run only its checks.
Start here
Google is gradually rolling out five overview statuses in the Status column of Goals > Conversions > Summary: Active, Needs attention, Misconfigured, Awaiting conversions and Removed (Google: conversion tracking status). Until they reach your account, it may show the statuses Google's Tag Assistant help uses: Unverified, Tag inactive, No recent conversions or Recording.
No recent conversions or Awaiting conversions
Check 1: Does Google still see the tag?
Check 2: Do ad clicks reach the tagged page?
Check 3: Did your test start with an ad click?
Check 4: Can your calls pass the call rules?
Check 5: Are your imports still arriving?
Unverified or Misconfigured
Unverified means the action's tag has not fired yet. Misconfigured means conversions stopped recording after a setup error, an unlinked data source or a tag that stopped firing; an action over 48 hours old with no tag ping shows Conversion has never received data.
Check 6: Does Tag Assistant verify the action?
Check 7: Do the conversion ID and label match?
www.googleadservices.com./pagead/conversion/ equals your conversion ID and the characters after &label= equal the action's label (Google). To find both, see conversion ID and label.Check 8: Is the data source linked?
Needs attention, Removed or Inactive
Check 9: What does the Needs attention alert say?
Check 10: Was the action removed or overridden by a manager account?
Active, but no conversions in campaigns
Check 11: Is the action primary in its goal?
When every action reads Active
Next, make sure the actions that bid are worth paying for: a form fill or a short call is not a booked customer. Tying tracked leads to what closed offline is closed-loop attribution, which is the work I do.
Tags
Frequently asked questions
Why does Google Ads say no recent conversions when my tag is working?
Because the status is about conversions, not the tag. Google's help says No recent conversions means no conversions from ad clicks were recorded for that action in the last 7 to 14 days, and that once the tag is verified the status is likely due to a lack of recent conversions. An action Tag Assistant has just verified also shows no recent conversions until a real one arrives.
What does Awaiting conversions mean in Google Ads?
Google Ads has recorded no conversion for the action in the last 7 days. Google says this typically means the action was created under 48 hours ago, your campaigns are paused, or traffic is too low to trigger a conversion. Select the status and read Last activity recorded to see whether Google still detects your tag.
Why is my Google Ads conversion action inactive?
Google groups Tag inactive with No recent conversions: no conversions from ad clicks in the last 7 to 14 days, so check the tag's last activity first. If a manager account runs conversion tracking for the account, Google marks the account's own actions inactive. Actions with no data for 13 months are archived as removed, and you can re-enable them.
What is the difference between Unverified and Misconfigured in Google Ads?
Unverified means the action's tag has not fired yet. Misconfigured, one of the five statuses Google is rolling out, means conversions stopped recording because of a setup error, an unlinked data source or a tag that stopped firing, and an action older than 48 hours with no tag ping gets the alert Conversion has never received data.