Use Tag Assistant to troubleshoot your unverified or inactive conversion actions

Conversion tracking is an important tool in your online marketing campaigns. It’s important to accurately understand the status of your conversions and diagnose any conversion actions that have errors and aren’t working properly.

Tag Assistant is a tool that helps you verify your conversion actions on your website. Now, Tag Assistant is integrated with Google Ads and can be launched directly from your account to investigate conversions tracking tags. If your conversion action table shows a status of “unverified” or “tag inactive” in the tracking status column, you can use Tag Assistant to verify your conversion actions.

How it works

From your conversions summary table, you can launch Tag Assistant for any conversion actions in the “Unverified” or “Tag inactive” state.

Test your conversion actions with Tag Assistant in 4 steps

Tag Assistant will open in a new tab.	Connect to your website with Tag Assistant.	Test the conversion action by triggering it on your website.	When you're done, close Tag Assistant and refresh the conversions page to see the status of your conversion actions.

You can stop debugging at any time and you’ll see a summary of your verified conversion actions. After approximately 30 minutes, you'll see all conversion actions verified in this debug session updated in your Google Ads account.

Using Tag Assistant from your Google Ads account

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click View all conversion actions.
5. In the conversions summary table, look in the “Tracking status” column for “Unverified” or “Tag inactive” statuses.
6. Click Troubleshoot in the “Actions” column.
7. Click Get Started to open the Tag Assistant window. This will open a new window.
8. Enter the URL of the web page you want to troubleshoot. It’s best to use a landing page or home page instead of the conversion page URL directly. Once you visit the landing page, you can navigate to the conversion page.
9. Click Connect. This will open your web page in a new browser tab. The conversions summary table and Tag Assistant window will remain open for use later on. Do not close these tabs.
10. Tag Assistant will guide you through the steps to verify the conversion action and provide feedback on each test. Once you have triggered the conversion actions you’d like to test, you can click Finish. Or, if you believe you triggered your conversion and Tag Assistant did not show that, you can click I thought I already triggered it.
    • You can click and drag the Tag Assistant badge anywhere on the page, or minimize it, to view and test your web page.
11. After you click Finish, the Tag Assistant badge and your web page will close. The results of your testing will open in the Tag Assistant window. The Results of troubleshooting page will show the results of the original conversion action you tested, as well as any other conversion action you tested. In this page, you can view additional information about each conversion action that was verified.
12. Click Close Tag Assistant when you are done. Tag Assistant will return you to the Google Ads conversions summary page.

Once you have closed Tag Assistant, the conversion actions table will refresh. Verified conversion actions will appear as “no recent conversions”. When the web page does receive conversions, the status will change to “Recording”.

Troubleshooting

If you're experiencing issues with conversion measurement, such as "Needs Attention" or "Tag Inactive" statuses, follow these steps to diagnose the problem:

1. Verify Google tag implementation:
   • Google tag: Ensure the Google tag is correctly installed on every page of your website. If you've moved to a new domain or thank-you page, confirm the tag is present on the new URLs.
   • Google Tag Manager: If you’re using Google Tag Manager, ensure that the Google Tag Manager container snippet is correctly installed on all website pages. Then, make sure that your Google Ads conversion linker and conversion tags are properly configured within Google Tag Manager and are firing on the correct triggers (for example, thank-you page load, form submission).
2. Identify and fix untagged pages:
   • Google Tag Assistant can identify untagged pages and add them as suggestions to your 'Tag coverage' summary. The “Tag coverage” summary shows you which pages have the Google tag correctly implemented. Learn more about finding and fixing untagged pages.

If the campaign is new, allow sufficient time for the campaign to gather conversion data and optimize.

I thought I already triggered it

I could not connect to the web page

Related links

• Troubleshoot your sitewide tagging
• Tag Assistant debug mode