Google Ads tag inactive or unverified? Fix it step by step.
“Inactive” or “Unverified” is a signal problem, not a mystery. This guide shows how to confirm firing, validate the conversion moment, and close the gap between Ads diagnostics and reality.
Need a fast triage? Start with the Conversion Tracking Troubleshooter or the Tracking Health Check. If you need the baseline fixed fast, book the Tracking Fix Sprint.
What “inactive/unverified” actually means
Google Ads is telling you it can’t confirm that your conversion action fired recently or at all. That usually means one of three things:
- The tag never fires on the conversion moment.
- The tag fires, but it’s mapped to the wrong action.
- The tag fires, but Ads diagnostics can’t verify it yet.
The fix is to verify firing, confirm the trigger, then align the Ads conversion action with that trigger.
2-minute triage
- Identify the conversion source: Ads tag or GA4 import?
- Use Tag Assistant or GTM Preview to confirm the tag fires.
- Confirm the tag fires on the true conversion moment, not just a page view.
- Check Ads diagnostics for the conversion action status.
Decision table
| Finding | Likely cause | Next step |
|---|---|---|
| Tag never fires | Trigger, ID/label, or GTM publish issue | Fix trigger and re-test in Tag Assistant |
| Tag fires on wrong page | Trigger mapped to page view or wrong event | Move trigger to true conversion moment |
| Tag fires but Ads says unverified | Action mismatch or diagnostics delay | Check action settings and wait 24h |
| GA4 import shows zero | Import not linked or event not marked | Verify GA4 event + import status |
Fix path 1: the tag doesn’t fire
If Tag Assistant or GTM Preview never shows the conversion firing, start here:
- Confirm the trigger is tied to the true conversion moment.
- Check the Google Ads conversion ID/label pair.
- Make sure the GTM container is published and loading.
- Test with a clean session or incognito window.
Once firing is confirmed, re-check Ads diagnostics within 24 hours.
Fix path 2: it fires at the wrong moment
A common failure mode is a tag that fires on a form view or page load instead of the conversion completion. That creates false positives and breaks your optimization.
- Verify the exact URL or event for the real conversion.
- Move the trigger to the true completion event.
- Run another test conversion to confirm firing timing.
Fix path 3: Ads shows unverified
If firing is confirmed but Ads still shows “unverified,” check:
- Conversion action settings (category, “include in conversions”).
- Whether the action is recording from the right source.
- Account time zone and attribution window mismatches.
- Recent changes that require a new verification cycle.
Ads diagnostics can lag. If you fired a test conversion today, give it up to 24 hours before calling it broken.
GA4 import-specific checks
If you import conversions from GA4, ensure:
- The GA4 event is marked as a conversion.
- The correct GA4 property is linked to Google Ads.
- There are no duplicate conversion actions for the same event.
When Ads and GA4 don’t match, use the mismatch guide to align the import and diagnostics: GA4 vs Ads mismatch.
Verification checklist
- Tag fires in Tag Assistant or GTM Preview.
- Trigger fires on the true conversion moment.
- Ads diagnostics show “Verified” within 24 hours.
- Conversion action is included in conversions (if required).
The final output of this process is a Tracking Map you can trust and use for optimization.
Need this fixed fast?
If you’re stuck or can’t verify a real conversion path, book the Tracking Fix Sprint. You’ll receive a verified Tracking Map and a documented fix log.