Google Ads has put a warning on your conversion action saying it has not recorded conversions recently. Meanwhile orders are arriving normally, which makes the whole thing feel personal.

Work through these in order. The first three catch most cases and take about ten minutes.

Start here

1. Are you actually getting conversions?

Check Shopify or your CRM for the same period first. Occasionally the warning is correct and sales genuinely stopped, in which case this is a business problem rather than a tracking one.

Assuming sales are fine, continue.

2. Did anything change on the site?

Nine times out of ten, something did. A theme update, a new plugin, a checkout change, a developer tidying up code they did not recognise, a consent banner installed last Tuesday.

Ask what changed around the date conversions stopped. Match the dates. This alone solves a large share of cases.

3. Is the tag still on the page?

Load your thank you page and check whether the conversion tag is present and firing. Google’s Tag Assistant will tell you in seconds.

If the tag has vanished, you have your answer. If it is present but not firing, move on.

If the tag is there but nothing is recorded

4. Check the trigger

If the conversion fires on a specific thank you page URL and that URL changed, the trigger no longer matches. Checkout updates and platform migrations do this constantly.

Open GTM preview, complete a test purchase, and see whether the tag fires at all.

5. Check consent

A newly installed banner blocking Google tags will stop conversions dead. If the timing lines up with a consent tool going live, that is almost certainly it. See Consent Mode and lost conversions.

6. Check the conversion action itself

Open the conversion action in Google Ads. Confirm it is still set to primary, that its status is active, and that nobody archived or replaced it during a tidy up.

Accounts accumulate conversion actions. Somebody creating a fresh one and leaving the old one in place produces exactly this warning on the abandoned one.

7. Check the conversion window

If your sales cycle is long and the window is short, conversions can genuinely fall outside it. Less common, but it happens on high consideration purchases.

The ones people miss

• The GTM container was never published. Changes work perfectly in preview and do nothing in production. Embarrassingly common.

• Auto tagging got switched off. Without the click identifier Google Ads cannot connect the conversion to the click.

• The tag fires but the page redirects too fast. The request never completes. This shows up as intermittent rather than total loss.

• A duplicate tag was removed and the wrong one was deleted, taking the working implementation with it.

• Server side tracking was added and the browser tag was switched off before the server side version was actually verified.

A note on timing

Google Ads conversion reporting is not instant. Give it up to 24 hours before concluding a fix did not work, and up to 48 for the reporting to fully settle.

Change one thing at a time and wait. Changing five things at once and then seeing conversions return tells you nothing about which fix worked, and you will be back here in three months.

Preventing the next one

Set up a simple monthly check comparing Google Ads conversions against real orders. It takes five minutes and it catches this within weeks rather than after a quarter of wasted spend.

Better still, test your conversion tracking any time the site changes. A theme update is a tracking event whether anyone treats it as one or not.

Need this fixed properly?

If conversions stopped and you have worked through the obvious causes without finding it, the cause is usually somewhere specific and findable. I set up and repair tracking for ecommerce stores and lead generation businesses, so the numbers in your ad accounts match the money in your bank account.

Have a look at what I do, or book a call and we can go through your setup together.