Google Ads conversions but no recorded payments
Google Ads counts a conversion when its tag fires. A payment is recorded when money arrives. This tool puts both side by side for each campaign so you can see which conversions never became cash.
1. Ad export
Columns used
- DateRequired
- CampaignRequired
- Cost / spendRequired
- ImpressionsOptional
- ClicksOptional
- ConversionsRequired
- Conversion value (platform-reported)Optional
Read in your browser. Nothing is stored until you save.
2. Payment records
Columns used
- DateRequired
- AmountRequired
- Amount refundedOptional
- CustomerOptional
- StatusOptional
- Campaign (utm_campaign metadata)Optional
Read in your browser. Nothing is stored until you save.
Why conversions and payments disagree
- The conversion is not a purchase. Signups, form fills or page views are often counted as conversions.
- Duplicate counting. A thank-you page reloaded, or two tags firing, counts one sale twice.
- Attribution window. Google credits a conversion up to 30 to 90 days after the click; payments land on their own date.
- Failed or refunded payments. The tag fires at checkout even when the card later fails or the order is refunded.
- No campaign on the payment. Without utm_campaign saved with the payment, cash cannot be tied to a campaign. This tool never guesses.
What to do next
Pick the campaign with the largest gap. Check which action its conversion tag counts. If it is not a payment, fix the tag before changing budget, then give the campaign one review period with a spending limit.
Use this with your own numbers. Keep the evidence private, attach a budget and a review date.
Compare my ads with payments