Hi there,
Thanks for getting in touch! Happy to give you some initial thoughts and guidance on your Google Ads conversion tracking issue. It's a common problem, and usually a few simple checks can sort it out.
We'll need to look at the attribution window...
First things first, let's talk about the attribution window in Google Ads. This basically tells Google how long after someone clicks your ad that a conversion can still be counted. If your attribution window is too short, say 7 days, and someone signs up after, like, 10 days, Google Ads won't count it. I remember working with a software client where their sign-up process was a bit lengthy. We increased their attribution window, and conversions started showing up. So, have a look at your settings and see if bumping up the window helps.
Also, something to consider is the attribution model itself. Are you using first-click, last-click, or something else? The model you choose can significantly impact how conversions are attributed, particularly if users interact with multiple ads before signing up.
I'd say you double check your GTM set-up...
Next, let's dive into Google Tag Manager (GTM). I know you've already checked it, but trust me, it's always worth another look. Use GTM's Preview mode and really scrutinise whether the tag is firing on the exact page you expect – the "thank you" page or the page users land on immediately after signing up. Make sure all the correct values are being passed through. I once spent hours debugging a tag only to realise I'd made a typo in the conversion ID. It happens to the best of us!
Within GTM, it's also worth confirming that your trigger conditions are as specific as possible. Avoid using broad triggers that might fire the tag on unintended pages. For example, if you're using a page view trigger, make sure it's limited to the specific URL of your sign-up success page. You can also use more specific triggers based on form submissions or clicks on a particular button. Just make sure it's accurate.
You probably should check your conversion tracking code...
Where's your conversion tracking code actually implemented? Ideally, it should be placed directly on the "thank you" page or whatever page users see immediately after signing up. If it's on a different page, or if there's a redirect involved, the conversion tracking might not work properly. Browsers can sometimes drop cookies or interrupt scripts during redirects, which can lead to lost conversion data.
Also, make sure that the conversion tracking code is implemented correctly within the HTML of your page. I've seen instances where the code was placed inside a comment tag or within a section that's not executed by the browser. Use your browser's developer tools to inspect the page source and confirm that the code is present and active.
And you should also look at whether you are using the global site tag (gtag.js) or Google Tag Manager for implementation. Although you are using GTM, it might be good to compare whether this matches up with your settings in Google Ads. You can find this under Tools and Settings > Measurement > Conversions.
You'll need to check for any JavaScript errors...
JavaScript errors on your website can interfere with the execution of your conversion tracking code. Use your browser's developer tools to check the console for any errors that might be occurring on the sign-up success page. If you find any, investigate the cause and fix them. Even seemingly minor errors can have a significant impact on tracking accuracy.
I've also seen cases where ad blockers or browser extensions prevent conversion tracking codes from firing. While you can't control whether users have these tools installed, it's worth being aware of the possibility. You can use tools like Google Analytics to get a more comprehensive view of your website traffic and conversion rates, which can help you identify any discrepancies between your Google Ads data and your overall website performance.
Speaking of analytics, if you have Google Analytics set up, make sure that your Google Ads account is linked to your Analytics account. This allows you to import Analytics goals and transactions into Google Ads, which can provide a more complete picture of your conversion activity. You can also use Analytics to create custom segments based on user behavior, which can then be used for retargeting campaigns in Google Ads.
This is the main advice I have for you:
| Recommendation | Action |
|---|---|
| Attribution Window | Increase the attribution window in Google Ads to account for longer sign-up processes. |
| GTM Setup | Double-check your GTM setup in Preview mode to ensure the tag fires on the correct page with the correct values. |
| Code Placement | Implement the conversion tracking code directly on the "thank you" page. |
| JavaScript Errors | Check for JavaScript errors on your website that may interfere with the conversion tracking code. |
| Google Analytics | Make sure your Google Ads account is linked to your Analytics account to import goals and transactions. |
I hope this helps you get to the bottom of your conversion tracking issue. If you find that you need more in-depth assistance, don't hesitate to seek expert help. Sometimes, having a fresh pair of eyes and years of experience can make all the difference in pinpointing the root cause of a problem.
There are plenty of great agencies and freelancers out there who specialise in Google Ads and conversion tracking. Many offer free initial consultations, so you can get a sense of their expertise and whether they're a good fit for your needs. Just remember to do your research and ask plenty of questions before committing to anything.
Regards,
Team @ Lukas Holschuh
