My conversions are not appearing in Google Ads
Work from Convultra's Conversion delivery page to the Google Ads conversion action to find where an upload is getting stuck.
On this page · 8 sections
Start by separating two questions: did Convultra send the conversion, and did Google Ads accept and display it? The Conversion delivery page answers the first. Google Ads’ own reporting delay and settings answer the second. Work down this list in order.
1. Is the conversion in Convultra?
Open Conversions. If the conversion is not there, the problem is upstream of forwarding: the script, the key, the call or an IP exclusion. Follow Troubleshooting: conversions not appearing in the dashboard and come back.
2. Is monitoring mode off?
With monitoring mode on, every conversion is recorded and none is forwarded. The banner at the top of Settings says which it is, and the same banner appears on the Conversion delivery page. Conversions recorded while it was on are not sent later.
3. Is the event type mapped?
Only mapped events are uploaded. Open Integrations, open the Google Ads card and check the Conversion action step: the event type in question (purchase, lead, signup and so on) must point at a Google Ads conversion action. Micro events such as add_to_cart are never forwarded by design.
4. Is the integration healthy?
On the Integrations page the Google Ads card should say Connected or Healthy. Paused, Script missing and Stale each name what to fix. If a token has been revoked from the Google side, disconnect and reconnect.
5. What does the Conversion delivery page say?
Open Conversion delivery in the sidebar and find the conversion. (The conversion’s own drawer on the Conversions page links straight to its attempts.)
| Status | Meaning | What to do |
|---|---|---|
success (shown as Delivered) | Google accepted the upload | Move to step 6 |
pending | Queued, not yet answered | Wait a few minutes |
retrying | A temporary failure; Convultra tries again automatically, up to 3 attempts in total | Wait, then check again |
failed | Google refused it, or all 3 attempts failed, and the reason is shown | Read the reason below |
| No row at all | No attempt was made | Steps 2 and 3 |
Delivered means Google accepted the upload. It does not mean Google attributed the conversion to an ad. That is the next step.
Common failure reasons
- Permission problem. The Google Ads API account is on Basic Access, which cannot upload conversions. Apply for Standard Access in the Google Ads API Center, then reconnect. See Troubleshooting.
- Click not recognized. Google did not recognize the
gclid. Usually the click ID was captured from a test URL, or a redirect on the landing page stripped it. See Click ID persistence. - Outside the window. Google accepts conversions up to 90 days after the click. Older ones are refused however often they are retried.
- Duplicate. Google already has this conversion with the same
orderId. Expected, not a fault. - Rate limit. Temporary. Convultra queues and retries.
6. Delivered, but not in Google Ads yet
- Give it 24 hours. Google Ads can take up to a day to reflect uploaded conversions in reports.
- Check the conversion action’s settings. Look at the mapped action under Goals → Conversions → Summary. If its status is “Inactive” or “No recent conversions” after a day, confirm you mapped to the action you are looking at, not a similarly named one.
- Check the date range and attribution. Google reports the conversion on the date of the click under the action’s attribution model, not on the date it happened. Widen the range.
- Check the column. Uploaded conversions appear under “Conversions” only if the action is set to be included in Conversions. Otherwise look at “All conv.”.
7. Retry once the cause is fixed
For a failed attempt whose cause is now resolved (a reconnected token, an approved API access level), retry the delivery. On the Conversion delivery page, select the rows and click Retry selected, or click Retry all failed; the conversion’s drawer on the Conversions page has a retry for that one conversion. Through the API or MCP server, retry_delivery re-queues one failed attempt. Each call queues one more attempt, so call it once, then check list_deliveries a few minutes later. A conversion past Google’s 90-day window returns 409 outside_retry_window and will not succeed.
Checking programmatically
get_delivery_summary in the API reports delivered, pending and failed counts, the delivery rate, the revenue behind failed uploads, and the day a connection broke. get_tracking_health tells you whether monitoring mode is on. Call the second before drawing conclusions from the first.
If none of this resolves it, email support@convultra.com with the conversion’s timestamp and orderId.