Why is the number of conversions in Google Ads lower than I expected?
Store orders and conversions attributed to Google Ads cover different scopes. Attributable purchases depend on ad interactions and account rules: depending on the campaign, an interaction can be a click or a view, rather than only a click.
Advertising conversions can therefore be lower than total store orders. That difference alone does not establish a malfunction.
Before comparing, check:
- matching periods, currencies, actions and report columns;
- conversion windows and the attribution model;
- Every/One counting and the action’s Primary or Secondary status;
- processing delays and the date basis of the report;
- consent, blockers and the return to confirmation after payment.
Blockers and browser restrictions can reduce measurement, with no fixed proportion applying to every store. Consent choices may also limit available data.
If no conversions appear, start by testing the tag. If the local test works, then review Google Ads settings and diagnostics: the local test alone does not prove attribution. See also Google’s documented causes of discrepancies.