# Conversion Tracking Verification for Google Ads
### Purpose
This SOP explains how to verify that Google Ads conversion tracking is properly set up, firing correctly, and ready to support campaign optimization and reporting.
Conversion tracking must be verified before launching or optimizing lead generation, sales, booking, or call-focused campaigns.
### Scope
This SOP applies to Google Ads conversion tracking for:
- Website form submissions
- Phone calls
- Purchases
- Bookings
- Contact button clicks
- Thank-you page visits
- Lead form submissions
- Imported GA4 conversions
- Google Tag Manager events
- Google Ads conversion tags
This is a **Google Ads Specialist / Technical Marketing Implementation** task. It is not an EA core task unless the EA is only gathering screenshots, links, or documentation.
### Responsible Roles
### Required Access
Before starting, confirm access to the following:
If access is missing, stop and request access before continuing.
## ❶ Step 1: Confirm the Campaign Goal
Before checking tags, confirm what action the campaign is supposed to generate.
### Conversion Goal Checklist
### Common Conversion Types
## ❷ Step 2: Review Existing Conversion Actions in Google Ads
- Log in to the correct Google Ads account.
- Go to **Goals**.
- Click **Conversions**.
- Click **Summary**.
- Review all existing conversion actions.
### Review Checklist
### Documentation Table
## ❸ Step 3: Confirm the Correct Conversion Action Exists
A campaign should not be optimized toward a vague or incorrect conversion action.
### Required Conversion Action Review
### Naming Standard
Use this format: ClientName_Action_Source_MonthYear
### Examples
- ABCPlumbing_LeadForm_Website_June2026
- ABCPlumbing_PhoneCall_Ads_June2026
- ABCStore_Purchase_Website_June2026
## ❹ Step 4: Review Tag Installation Method
Identify how tracking is installed.
### Tracking Method Options
### Installation Review Checklist
## ❺ Step 5: Test Website Conversion Tracking
Use the landing page or website action that should trigger the conversion.
### Website Test Process
- Open the landing page.
- Start Google Tag Assistant or GTM Preview Mode.
- Complete the conversion action.
- Submit a test form, complete a test booking, click the tracked button, or reach the thank-you page.
- Confirm the conversion tag or event fires.
- Save screenshot proof.
### Test Checklist
## ❻ Step 6: Test Phone Call Tracking
If calls are part of the campaign, verify call tracking.
### Call Tracking Checklist
### Call Tracking Notes
## ❼ Step 7: Review GA4 Imported Conversions if Applicable
If Google Ads is using GA4 events as conversions, verify that GA4 is configured correctly.
### GA4 Review Checklist
### Rule
Do not assume GA4 imports are working just because GA4 is installed. Confirm the actual event fires and is connected to Google Ads.
## ❽ Step 8: Check Conversion Status in Google Ads
After testing, return to Google Ads and review the conversion action status.
### Status Review
### Status Checklist
## ❾ Step 9: Troubleshoot Tracking Issues
If conversion tracking is not working, follow this process.
### Troubleshooting Checklist
### Troubleshooting Notes
## ❿ Step 10: Document Verification Proof
Save all proof in the client folder or project management system.
### Required Documentation
### Verification Summary Template
Client Name:
Campaign Name:
Conversion Action Tested:
Tracking Method:
Test Date:
Result:
Screenshots Saved:
Issues Found:
Next Steps:
Verified By:
## ⓫ Step 11: Approve or Hold Launch
Based on the test result, decide whether the campaign can launch.
### Launch Decision Guide
### Rule
Lead generation and sales campaigns should not be launched until conversion tracking is verified or a manager approves a temporary exception.
## ⓬ Completion Standard
Conversion tracking verification is complete when:
- The correct conversion goal is confirmed
- Existing conversion actions are reviewed
- Correct tracking method is identified
- Website, form, call, purchase, or booking action is tested
- Tag/event fires correctly
- Google Ads conversion status is reviewed
- Screenshot proof is saved
- Issues are documented
- Manager is notified of any unresolved issue
- Final verification summary is posted
## ⓭ Common Mistakes to Avoid
## ⓮ Final Notes
Conversion tracking is not verified when someone says, “It should be working.” It is verified when the correct conversion action is tested, the event fires, Google Ads status is reviewed, and proof is documented.
| Role | Responsibility |
| --- | --- |
| Google Ads Specialist | Reviews conversion actions, verifies tags, tests conversions, documents results |
| Website / Tracking Support | Installs or updates tags, GTM events, GA4 events, or website code |
| Project Manager | Confirms the correct business goal and reviews final tracking proof |
| Client / Business Owner | Confirms what counts as a valuable conversion |
| Platform / Tool | Required Access | Complete |
| --- | --- | --- |
| Google Ads | Standard or Admin access | ☐ |
| Google Tag Manager | Publish or edit access if GTM is used | ☐ |
| GA4 | Editor or Analyst access if conversions are imported | ☐ |
| Website CMS | Admin/editor access if tags need to be installed | ☐ |
| Google Tag Assistant | Ability to test site events | ☐ |
| Landing page / form | Ability to submit test lead | ☐ |
| Call tracking system | Access if calls are tracked externally | ☐ |
| Question | Answer |
| --- | --- |
| What is the primary campaign goal? | |
| What action should count as a conversion? | |
| Is the conversion a form, call, booking, purchase, or other action? | |
| Is there a thank-you page? | |
| Is the form embedded or third-party? | |
| Does the client need lead quality tracked separately? | |
| Are there secondary actions worth tracking? | |
| Conversion Type | Example |
| --- | --- |
| Lead | Contact form submission |
| Call | Phone call from ad or website |
| Purchase | Completed transaction |
| Booking | Appointment scheduled |
| Contact | Email click, phone click, or contact button |
| Page View | Thank-you page visit |
| Signup | Newsletter or registration completion |
| Item | Complete |
| --- | --- |
| Correct Google Ads account selected | ☐ |
| Existing conversion actions reviewed | ☐ |
| Primary conversions identified | ☐ |
| Secondary conversions identified | ☐ |
| Duplicate conversions identified | ☐ |
| Inactive conversions identified | ☐ |
| Unverified conversions identified | ☐ |
| Imported GA4 conversions reviewed | ☐ |
| Old or irrelevant conversions flagged | ☐ |
| Conversion Name | Source | Primary/Secondary | Status | Notes |
| --- | --- | --- | --- | --- |
| | | | | |
| Item | Complete |
| --- | --- |
| Conversion action matches campaign goal | ☐ |
| Conversion name is clear | ☐ |
| Conversion category is correct | ☐ |
| Counting method is correct | ☐ |
| Value setting is correct | ☐ |
| Attribution setting is reviewed | ☐ |
| Primary/secondary setting is correct | ☐ |
| Conversion action is included in account/campaign goals if needed | ☐ |
| Method | Use Case |
| --- | --- |
| Google Ads conversion tag | Direct Google Ads tracking |
| Google Tag Manager | Preferred when multiple tags/events are managed |
| GA4 imported conversion | Used when GA4 events are imported into Google Ads |
| Google tag | Website-wide Google tracking setup |
| Call extension/call asset tracking | Tracks calls from ads |
| Website call tracking | Tracks calls from numbers on the website |
| Third-party tool | CRM, booking platform, form tool, call tracking provider |
| Item | Complete |
| --- | --- |
| Tracking method identified | ☐ |
| Google tag or GTM container is installed | ☐ |
| Conversion event/tag exists | ☐ |
| Trigger is correct | ☐ |
| Conversion ID is correct | ☐ |
| Conversion label is correct | ☐ |
| Website pages contain needed tracking | ☐ |
| Consent/cookie setup reviewed if applicable | ☐ |
| Item | Complete |
| --- | --- |
| Landing page opened | ☐ |
| Tag Assistant or Preview Mode started | ☐ |
| Test form submitted | ☐ |
| Thank-you page reached if applicable | ☐ |
| Correct tag fired | ☐ |
| Correct trigger fired | ☐ |
| No duplicate firing found | ☐ |
| Screenshot proof saved | ☐ |
| Test notes documented | ☐ |
| Item | Complete |
| --- | --- |
| Call asset/extension exists if needed | ☐ |
| Phone number is correct | ☐ |
| Call reporting is enabled if applicable | ☐ |
| Website phone number is clickable on mobile | ☐ |
| Website call conversion is installed if used | ☐ |
| Call tracking provider is connected if used | ☐ |
| Test call completed if appropriate | ☐ |
| Call conversion settings reviewed | ☐ |
| Phone Number | Tracking Source | Test Result | Notes |
| --- | --- | --- | --- |
| | | | |
| Item | Complete |
| --- | --- |
| Correct GA4 property selected | ☐ |
| GA4 event exists | ☐ |
| Event is marked as key event/conversion if required | ☐ |
| Event is imported into Google Ads if needed | ☐ |
| Google Ads and GA4 are linked | ☐ |
| Event fires during test | ☐ |
| Imported conversion appears in Google Ads | ☐ |
| Status | Meaning | Action |
| --- | --- | --- |
| Recording conversions | Tracking appears active | Document and proceed |
| No recent conversions | May be normal if traffic is low | Verify test result |
| Unverified | Google has not confirmed tag activity | Troubleshoot |
| Tag inactive | Tag may not be firing | Troubleshoot immediately |
| Removed | Conversion is inactive/removed | Confirm if needed |
| Imported but no data | GA4/import may not be working | Review source |
| Item | Complete |
| --- | --- |
| Conversion status reviewed | ☐ |
| Status documented | ☐ |
| Screenshot saved | ☐ |
| Manager notified of any issue | ☐ |
| Issue | Check |
| --- | --- |
| Tag not firing | Check GTM trigger, page URL, event condition |
| Wrong conversion action | Check conversion ID and label |
| Duplicate conversions | Check multiple tags or duplicate triggers |
| No thank-you page | Use form submit/button click event if approved |
| Third-party form issue | Confirm iframe/tool supports tracking |
| GA4 import issue | Check Google Ads/GA4 link and event setup |
| Call tracking issue | Confirm call reporting and phone number setup |
| Consent issue | Review cookie/consent banner settings |
| Delay in reporting | Allow processing time after implementation |
| Issue Found | Fix Needed | Owner | Due Date |
| --- | --- | --- | --- |
| | | | |
| Item | Complete |
| --- | --- |
| Screenshot of Google Ads conversion action | ☐ |
| Screenshot of tag firing in Tag Assistant or GTM Preview | ☐ |
| Screenshot of test form/thank-you page if applicable | ☐ |
| Notes on tracking method | ☐ |
| Notes on conversion source | ☐ |
| Notes on any unresolved issues | ☐ |
| Final verification summary posted to project/client notes | ☐ |
| Tracking Status | Launch Decision |
| --- | --- |
| Verified and firing correctly | Approved to launch |
| Firing but delayed in Google Ads status | Manager review required |
| Not firing | Do not launch |
| Duplicate firing | Do not launch until fixed |
| Wrong event firing | Do not launch until fixed |
| Tracking unavailable | Manager/client approval required before launch |
| Mistake | Why It Matters |
| --- | --- |
| Assuming tracking works because the tag exists | A tag can exist and still not fire |
| Testing only the landing page load | Page views are not the same as leads |
| Forgetting mobile testing | Many conversions happen on mobile |
| Not testing forms | Broken forms waste ad spend |
| Not testing phone clicks | Call campaigns depend on working phone tracking |
| Duplicate conversion tags | Can inflate results |
| Importing the wrong GA4 event | Campaign optimizes toward the wrong action |
| Launching before tracking is verified | Performance cannot be measured correctly |
| Not saving screenshots | No proof exists when performance is questioned |
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Source: SweetProcess DOCX export (Drive pack). Migrated to Eniston category Allied. Do not treat as dual source of truth with SweetProcess.