This conversion checker
Shows in one visit whether the Google Ads tag is on the page, which conversions are set up with which labels, and whether any fired on load. It sends no form, so it cannot prove that a conversion fires after one.
Google Ads checker
Free Google Ads Conversion Tracking Checker
Tell apart a Google Ads tag, a conversion that is set up and a conversion request the browser sent.
Paste a page address. We open it once in a real browser and read its AW- IDs and conversion labels from the HTML, from the published GTM container and from the requests the browser sends.
No access to your Google Ads account. This check fills no form and buys nothing, so it shows the setup and what fires on page load, and says plainly what it did not test.
We open the page once in a real browser from Germany. The site's analytics may count that visit as one page view. We click nothing and send nothing.
- Google Ads tagDetected
AW-XXXXXXXXX - Conversion set upLikely configured
AW-…/label - Conversion on page loadNot observed
- Conversion LinkerDetected
The tag is there and a conversion is set up with its label. No conversion fired on page load, which is normal for one that waits for a form.
Reading the answer
Four words, and where each one came from
Every line of the result carries one of four words, and under it the evidence at its own level. A tag seen sending data is a stronger fact than an ID seen in the HTML, and the result never passes the weaker one off as the stronger.
- Detected
- The browser saw it load or send a request in this visit.
- Likely configured
- It is in the page's code or in the published container, and nothing ran it while we watched.
- Not observed
- We did not see it in this visit. That is not the same as broken: it may wait for consent, a click or a server.
- Unable to verify
- We could not look: a bot check, an error or a page that did not open.
The levels of evidence, weakest first
- In the HTMLThe ID is written somewhere in the HTML the server sent.
- In the containerThe published GTM container, as Google serves it to every visitor, sets it up.
- In the code, not runThe page's code would send it, for example in a click handler, and nothing ran that code.
- LoadedIts script or container loaded in a real browser.
- Request sentThe browser sent a request with its ID or event. That shows the request left the page, not that the platform accepted it.
Troubleshooting
Why Google Ads conversions are not recording: six common causes
When conversions stop arriving, or arrive where they should not, the cause is usually on this list. Each card says what the checker shows when it happens.
- 01
The conversion fires on every page
A conversion tag on an All Pages trigger reports page views as conversions. If the result shows a conversion request on an ordinary page load, check that tag's trigger first.
- 02
The label belongs to another action
A label copied from the wrong conversion action, or from an old account, reports into the wrong place. The result lists every AW- ID and label pair, so you can match them against the tag setup of each action.
- 03
There is no Conversion Linker
Without a Conversion Linker tag or a Google tag, the click ID from the ad is not kept in a first-party cookie, and conversions on later pages lose their link to the click. The result says what keeps the click, in the container or on the page, and warns only when nothing does.
- 04
The thank you page never loads
A form that submits without leaving the page never reaches a thank you URL, so a trigger waiting for that URL never fires. The checker sends no forms and shows such a conversion as set up; a form submission trigger is the usual fix.
- 05
The tag waits for consent
Behind a cookie banner, the Google Ads tag often waits for Accept all. This check does not press it, so such a tag reads as not observed and the result does not call it broken.
- 06
Conversions go through a server
With server-side tagging or offline conversion imports, the conversion never passes through the browser. The result says when it sees a server container and does not report those conversions as missing.
By hand
How to check Google Ads conversion tracking, step by step
The checker above covers the first two steps in one visit and reads the GTM container. The last two need a real action on the site and access to your Google Ads account.
- Step 1
Find the tag and the label
Press Ctrl+U and search for AW- and send_to. The Google tag belongs on every page; the conversion event with its label belongs where the action ends.
send_to: 'AW-…/label' - Step 2
Check the click cookie
Open the site through a link that ends in ?gclid=test, then look under Application, Cookies in DevTools. A _gcl_aw cookie means the click ID is being kept.
_gcl_aw - Step 3
Do the action and watch Network
Send a test form or place a test order with the Network tab open, filtered by conversion. A request to /pagead/conversion/ with your ID and label means the browser reported it.
/pagead/conversion/… - Step 4
Check the status in Google Ads
In your account, open the conversions summary. Each conversion action shows its status and when it last recorded a conversion. New conversions can take a few hours to appear.
Compared
Ads conversion checker, Tag Assistant or your Google Ads account: when to use which
Checking a conversion takes all three at some point: one reads the setup, one tests the action and one shows what Google counted.
Google Tag Assistant
You click through the site, send the form yourself and watch the conversion event fire. It is the way to test the action, and it runs with your cookies and your consent choice.
The Google Ads conversions summary
Shows whether Google Ads recorded conversions for each action, which no outside tool can see. It tells you that something stopped, and not which page or tag stopped it.
Questions
Google Ads conversion checker: common questions
How do I check if Google Ads conversion tracking is installed?
Paste the page address above. The result keeps three answers apart: whether the Google Ads tag is there, whether a conversion with a label is set up in the code or in the GTM container, and whether a conversion request was sent while we watched.
The tag is there but no conversion was seen. Is tracking broken?
Usually not. Most conversions fire after a form is sent, a call button is pressed or an order is placed, and this check does none of those. A conversion set up in the container with a label is a good sign; only a real action can prove it fires.
Where do I find my Google Ads conversion ID and label?
In Google Ads, open the conversion action and choose to set up the tag with Google Tag Manager. The conversion ID is the number that follows AW-, and the conversion label is the short code shown next to it. The checker lists both, so you can compare them.
Why does an AW- ID alone not count as a conversion?
The AW- ID is the account's tag. A conversion also needs a label that says which conversion action it is, and a trigger that sends it. We link a label to an account only when the same code or request carries both.
Should the Google Ads tag be on every page?
The Google tag with your AW- ID, yes: it keeps the click details for later. The conversion event itself belongs only where the action ends, such as a thank you page or a confirmed form submission.
My conversions are set up in Google Tag Manager. Can you see them?
Yes, when the container is published. We read it the way a visitor's browser receives it and list each Google Ads conversion tag with its account and label.
Can the checker see enhanced conversions?
It shows whether a conversion tag in the published GTM container is set to use them. The hashed customer data itself only goes out when someone fills in a form, which this check never does.
Does a conversion request mean Google Ads counted the conversion?
No. We see the request leave the browser. Whether Google Ads counted it, and for which campaign, shows only in your Google Ads account.
Is it safe to run this on my site?
It is one visit, like one person opening one page, from a browser that names itself as SENRIKO. It fills no form, clicks no button and buys nothing. A conversion set to fire on page load fires for our visit as it would for any visitor, and the result shows it; a conversion that waits for an action does not. The result is kept for 24 hours and is not listed anywhere.
The other tools
The other free tools
Check a page in one tool and open the result in another without waiting again. The four tag tools share one visit, and the two consent tools share three.
Conversion Tracking Checker
A quick read of one page's HTML for GA4, GTM, Google Ads and the Meta Pixel. No browser.
GA4 Checker
Which GA4 streams a page has, and whether the browser sent them anything.
Google Tag Manager Checker
Which GTM containers a page has, whether they load, and what the published container holds.
Meta Pixel Checker
Which Meta pixels a page has, whether Meta knows them, and which events the browser sent.
Cookie Consent Checker
Three visits: untouched, after Accept all and after Reject all, and which tags sent data in each.
Google Consent Mode v2 Checker
The four Consent Mode signals before a choice, after Accept all and after Reject all.
Limits
What this cannot tell you
- 01
We do not send forms, press call buttons, check out or buy. A conversion that fires on one of those is shown as set up, never as fired.
- 02
A conversion request that left the browser is not proof that Google Ads counted it. Only your Google Ads account shows that.
- 03
Conversions sent from a server, through server-side tagging or an offline import, never pass through the browser and are not visible.
- 04
We do not answer the cookie banner here. Tags held until consent stay silent in this check.
Verify my domain and test a real conversionCheck another page