Google Ads can carry on running for months after your conversion tracking quietly breaks — a website update wipes the tracking code, a form changes its structure, a cookie-consent tool blocks the tag — and nothing tells you. You just see fewer “conversions” and assume the account is doing worse, when the truth is you simply stopped counting them.
Why this is so easy to miss
Tracking doesn’t fail loudly. There’s no error message on your dashboard. Numbers just drift down, and it looks exactly like a performance problem rather than a measurement problem — so people respond by changing bids or budgets to “fix” something that was never actually broken, and make the real problem worse.
Signs your tracking might be broken
- A sudden, unexplained drop in recorded enquiries with no change in traffic or spend.
- Zero conversions from a campaign that’s clearly getting clicks and (by your own admission) real enquiries by phone or email.
- A recent website, form, or cookie-banner change around the time the numbers dropped.
What to check
Submit a real test enquiry through your own website and confirm it shows up in Google Ads within 24–48 hours. If it doesn’t, the tracking — not your ads — is the problem.
How Ads Toolbox handles this
Ads Toolbox watches your tracking every day and tells you the moment something looks off — a drop that doesn’t match your traffic, a form that’s stopped firing — instead of leaving you to notice months later. It also flags when phone enquiries aren’t being counted at all, which is common and easy to miss.
See it on a real account → — the demo account’s Check-up tool shows exactly this kind of tracking alert.
