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Conversion statuses

Check whether a lead was uploaded to Google Ads and what to do if it needs attention.

Open the Google Ads section on any lead to check the status of its conversions. To see overall totals, open Integrations → Google Ads and check Ad results. Conversions can take some time to appear in Google Ads reports after Google receives them.

Status What it means and what to do
Conversion setup needs attention NMC’s conversion action for this stage needs fixing in Google Ads, or NMC couldn’t finish creating it. If setup didn’t finish, NMC retries during its daily check unless Google refused it. To fix it right away, open Integrations → Google Ads and click Try conversion setup again or Restore conversion setup. Waiting conversions upload automatically once the action is ready.
Scheduled NMC will upload this conversion at the time shown. Until then, you can still update the lead’s value or move it back to an earlier stage.
Waiting for your review AI review suggests closing this lead as Not a lead, and Google Ads won’t let NMC undo this Qualified or Converted conversion once uploaded. NMC holds the upload until someone moves or closes the lead, and never uploads it if you close the lead as Not a lead.
Sending to Google Ads The upload request is currently in progress. Wait a moment for it to finish.
Waiting for Google Ads Right after you choose your Google Ads account, NMC is still creating this stage’s conversion action and will upload the conversion once that finishes. Otherwise, check Integrations → Google Ads to see if the connection needs attention.
Google accepted Google Ads accepted the conversion, though it may take longer to appear in Google’s reports. A lock icon means Google Ads no longer lets NMC change or remove it. If NMC tried to update or remove it and couldn’t, the reason appears next to the status.
Removing from Google Ads / Updating value in Google Ads NMC is sending your correction to Google Ads.
Removed from Google Ads Google Ads confirmed that the conversion was removed.
Google didn’t accept Google Ads received the upload but couldn’t match or apply it. Read the reason shown next to the status.
Google Ads needs attention Follow the instructions shown below the status.
We couldn’t upload this conversion Google refused the upload because of a problem on NMC’s side, and NMC won’t retry automatically. Moving the lead back a stage and forward again uploads it again. If it fails a second time, contact support and include the lead.
Not sent The lead reached this stage, but nothing was uploaded. This happens when you move a lead out of a stage before a scheduled upload goes out, or when uploads for the lead had already stopped.
Not reached yet The lead hasn’t reached this stage yet.
Result unknown NMC sent the upload, but Google Ads didn’t respond clearly enough to confirm whether it went through. The conversion may still appear in Google Ads.

If uploads stopped for a lead, a note under its conversion source explains why: Google Ads was disconnected, form contact details sharing was turned off, or Google Ads refused form contact details.

Section titled “Consent”

NMC doesn’t collect a per-person consent signal on leads, so it doesn’t include one when uploading conversions. Google Ads applies your account’s default consent settings instead. If you advertise to people in the EEA, the UK, or Switzerland, review your settings in Google Ads under Tools → Data Manager → Consent settings.

Reconnect when asked

Section titled “Reconnect when asked”

If Google Ads needs reconnecting, open Integrations → Google Ads and click Reconnect. If NMC lost access while setting up conversions, reconnecting finishes that setup automatically. Check the selected Google Ads account and any other problem shown on the page. Leads that arrived a long time ago may no longer upload if your conversion window has already passed.

If a lead has no Google Ads conversion

Section titled “If a lead has no Google Ads conversion”

Open the lead and check where it came from. A Google Ads lead shows its Campaign under Details, along with the Google Ads click details (such as the keyword) captured from the click. See what Google Ads receives for how NMC chooses which click to upload, and upload rules for what Google needs to match a lead to an ad. To understand why totals in NMC and Google Ads can differ, see Overview.