"No recent conversions" means Google Ads has seen your conversion tag but recorded no conversions for that action in the last 7 days. Since July 2026 Google has been renaming this status "Awaiting conversions". It is often not a tracking error: new actions, paused campaigns or low traffic cause it, but a broken trigger can too.
The status lives in the "Status" column under Goals, then Summary, next to each conversion action. Google's older definition was simple: we have seen your conversion tracking tag, but have not recorded any conversions in the last 7 days.
So the tag itself was found at some point. What is missing is conversions, and that can be normal.
Why does it show up?
Google's troubleshooting guide lists the usual reasons:
- The conversion action was created less than 48 hours ago.
- Your campaigns are paused.
- Website traffic is too low to produce a conversion in 7 days.
Google also notes the status can simply mean no paid ad clicks led to a conversion in the last 7-14 days, and that this is not always a tracking error. By the same logic, any action that converts less than once a week, such as an offline import you upload once a month, will show it between uploads.
Did Google rename it?
Yes. In July 2026, Google started rolling out new overview statuses, and the rollout is gradual, so you may still see the old names in some accounts:
| New status | Older name | What it means |
|---|---|---|
| Active | Active | Everything works as intended |
| Needs attention | Needs attention | Something needs fixing, but conversions still record |
| Misconfigured | Inactive | Conversions stopped because of a setup error or broken tag |
| Awaiting conversions | No recent conversions | No conversions recorded in the last 7 days |
| Removed | Other | The action was deleted or archived |
"Awaiting conversions" describes missing conversions, not a broken tag. "Misconfigured" is the status that means tracking has stopped.
How do you tell a quiet week from broken tracking?
Work through these in order:
- Check traffic. Did the campaigns that use this action get clicks in the last 7 days? If not, the status is expected.
- Compare with your own data. If your shop or CRM shows orders or leads from paid traffic in the same week, but Google Ads shows none, tracking is the problem.
- Run Tag Assistant. Google recommends checking that the Google Ads conversion tag and the Conversion Linker fire on the right conversion page. See How do I test Google Ads conversion tracking?
- Think about recent changes. A new thank-you page URL, a site redesign or an edited Tag Manager trigger can stop the tag from firing. After you fix something, Google says to allow 24-48 hours for data to appear.
When should you worry?
What I do: if an action normally converts every day, and it goes quiet for a week while the campaigns still get clicks, treat it as broken until you prove otherwise. Smart Bidding optimizes toward the conversions it receives, so a silent primary action is costly.
If the action is one you no longer need, remove it or take it out of the goals your campaigns bid toward. My post on default goals in Google Ads explains why the goals each campaign uses matter for bidding.
Sources
- Google Ads Help: Conversion Tracking: Troubleshooting conversion tracking status - https://support.google.com/google-ads/troubleshooter/13455130?hl=en
- Google Ads Help: Manage conversion goals from the conversions summary - https://support.google.com/google-ads/answer/10993988?hl=en
- Search Ads 360 Help: Check the tracking status of your Google Ads conversion action - https://support.google.com/sa360/answer/9780742?hl=en
- Search Engine Roundtable: Google Ads Conversion Tracking Status Adds Awaiting Conversions & Misconfigured (July 2026) - https://www.seroundtable.com/google-ads-conversion-tracking-status-updates-41668.html