How do I know my Google Ads conversion tracking is working?

Q: What usually goes wrong?

What you see: Bookings happen but conversions stay at zero; Likely cause: The tag is missing from the confirmation page, or the cookie banner blocks it. What you see: Conversions are about double the real bookings; Likely cause: The same booking is counted twice, for example by the website tag and by an import from Google Analytics, both set as primary. What you see: Conversions are well below real bookings; Likely cause: Consent Mode is not set up, so visitors who decline cookies are not modelled. What you see: Page views or button clicks count as conversions; Likely cause: The primary action is something other than the booking or sale.

Check three things. The conversion action shows no warning in Google Ads, it is set as a primary action, and one real booking adds exactly one conversion. Our free tracking check tests your website’s tag from the outside in one minute.

Last updated 8 October 2026.

In short

3 checks: the conversion action shows no warning, it is set as Primary, and 1 real booking adds exactly 1 conversion.
Common faults: conversions stuck at 0, about double the real bookings, or well below them.
The free tracking check tests a website’s Google tag from the outside in about 1 minute.

How do I check it inside Google Ads?

Open Goals, then Conversions, then Summary. Google explains each conversion action and its status there.
Find the action for the thing that earns you money: a booking, a sale or a call. Its status column should show no warning.
Check that action is marked Primary. Google uses primary actions for bidding; secondary actions are for observation only.
Make one real test booking, then check the next day that the count went up by one, not two and not zero.

What usually goes wrong?

What you see	Likely cause
Bookings happen but conversions stay at zero	The tag is missing from the confirmation page, or the cookie banner blocks it
Conversions are about double the real bookings	The same booking is counted twice, for example by the website tag and by an import from Google Analytics, both set as primary
Conversions are well below real bookings	Consent Mode is not set up, so visitors who decline cookies are not modelled
Page views or button clicks count as conversions	The primary action is something other than the booking or sale

Why does it matter?

Smart Bidding learns from the conversions Google can see. If the count is wrong, Google bids for the wrong searches, and the cost per booking in your reports is wrong too.

Check your website now

The free tracking check reads your website from the outside and reports whether a Google tag is present and whether Consent Mode signals are sent. It needs only your web address.

Sources: Google Ads Help, “About conversion measurement” and “About primary and secondary conversion actions”. Google Ads is a trademark of Google LLC; this page is independent of Google.

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