Fixing Google Ads Conversion Tracking Mistakes: A Step-by-Step Case Study on Correcting Imported GA4 Data
This mishap can cause havoc.
The Problem: Misaligned Conversion Tracking
Google Ads conversion tracking is critical for optimizing ad spend and improving campaign performance. But I’ve seen firsthand how easy it is to mess it up—especially when importing conversions from GA4.
GA4 tracks all traffic sources, not just paid Google Ads traffic. If you import those conversions directly into Google Ads without filtering, you’ll end up with inflated numbers that throw off bidding, budget allocation, and overall performance.
That’s precisely what happened in this case. A client was seeing:
There was a huge increase in reported conversions without any significant campaign changes.
A drop in actual revenue despite "great" Google Ads performance.
"No Campaign Data" errors in attribution reports make it impossible to trace conversions back to specific ads.
Once I identified what was happening, I took immediate steps to fix it.
Identifying the Impact
The first red flag was that conversions reported in Google Ads were way higher than expected. That might sound like a good problem until you realize that the actual revenue didn’t reflect that supposed success.
To confirm what was going wrong, I:
Checked Google Ads conversion reports → GA4-imported conversions were showing inflated numbers.
Dug into GA4 attribution data → Many conversions were labeled as "Direct" or "Organic," yet they were imported into Google Ads as if they came from paid campaigns.
Reviewed UTM parameters in GA4 and Tableau → Campaign tracking was inconsistent, proving that non-paid conversions were counted as Google Ads conversions.
Once I saw the data mismatch, I knew GA4-imported conversions had to go.
The Fix: Steps Taken to Correct the Issue
1. Removed GA4-Imported Conversions from Google Ads
The first step was eliminating the GA4-imported conversions so they wouldn’t keep inflating my client’s numbers and misleading the bidding algorithm.
2. Corrected Tracking Templates
I updated tracking templates in Google Ads, switching {campaign} to {campaignid} to ensure accurate attribution.
3. Validated Google Tag Manager (GTM) Setup
To make sure only paid traffic conversions were recorded, I:
Audited GTM to confirm the correct event-based tracking setup.
Made sure Google Ads’ native conversion tracking was firing correctly.
Ensured that organic traffic wasn’t being mixed in with paid data.
4. Aligned Conversion Goals
I worked with the client to redefine which actions should be counted as conversions for bidding. That meant:
Only tracking meaningful actions like form submissions or phone calls.
Separating paid and organic conversions so bidding wasn’t distorted.
Recovery Strategy: Restoring Performance After Fixing Tracking
Once conversion tracking was accurate, I focused on rebuilding auction data and getting performance back on track.
1. Adjusted Bidding Strategies
Switched Non-Brand Search campaigns to Max Clicks to rebuild data before transitioning back to Max Conversions.
Paused underperforming campaigns to focus on top performers.
2. Gradual Budget Adjustments
Avoided sudden budget spikes to prevent Google’s algorithm from overcorrecting.
Slowly re-enabled campaigns while monitoring performance closely.
Reactivated paused campaigns with a 30-50% budget to ensure that competitive auctions remained in place. This prevented the campaigns from losing historical momentum while keeping costs under control.
3. Expanded Remarketing Audiences
Created audience lists based on high-intent users to recapture lost conversions.
Watched for weekend traffic trends before making major budget shifts.
Key Takeaways for Advertisers
✅ Always double-check imported GA4 conversions before using them for bidding.
✅ Track only paid traffic conversions in Google Ads for accurate reporting.
✅ Use Google Ads’ native conversion tracking whenever possible.
✅ Make gradual changes to avoid Google’s algorithm penalizing performance.
✅ Have a structured recovery plan in place if conversion tracking gets messed up.
Need Help Fixing Your Google Ads Tracking?
Tracking issues like this can waste thousands of dollars in ad spend without you even realizing it. If you're running Google Ads and aren't 100% sure your conversion tracking is accurate, I can help.
I offer a Google Ads audit service. In this service, I review your account, identify tracking errors, and provide a step-by-step action plan for fixing them.
👉 Book your Google Ads audit here
Getting Google Ads tracking right is the foundation of profitable campaigns. If you’re unsure about your setup, let’s fix it before it costs you more.