Skip to content
NMC Docs
Menu
WebsiteSign in
Start here
The NMC methodWhere a lead came fromHow NMC worksFor agenciesFor business ownersFor invited clientsGlossary
Tracking
Choose a tracking sourceCall forwardingWebsite callsWebsite number poolWebsite formsGoogle Ads callsGoogle Business ProfileLocal Services AdsOther sourcesTracking numbersTextsEmails
Leads
InboxCalls, texts, and formsRepeat calls, texts, forms, and emailsStages and job valuesClosing and correctionsAI reviewContactsEmail notifications
Google Ads
Connect Google AdsWhat NMC changesChoose what Google Ads bids onUpload rulesSharing contact detailsCorrecting conversionsConversion statuses
Overview and clients
OverviewClientsClient access
Settings and billing
Business settingsSign-in and securityBillingBalance and usageAuto-reloadPaused trackingCancellation
Integrations
Google ContactsGoogle AnalyticsLocal Services AdsPermissions and dataAI assistants
Developers
API introductionLimits and errorsLists and updatesRetrying requestsForm submissionsCall recordingsTracking code
API reference
OverviewGet businessList contactsGet contactUpdate contactList leadsGet leadUpdate leadLead journeyList activitiesGet activityRecording linkList webhook endpointsAdd webhook endpointDelete webhook endpointSubmit formForm status
Webhooks
Webhook endpoints and deliveriesActivity createdActivity updatedBusiness updatedContact createdContact updatedLead createdLead updated
Help
TroubleshootingContact support

Correcting conversions

Find out which changes NMC can send to Google Ads and which conversions can't be undone.

If you move a lead to the wrong stage or its job value changes, update the lead in NMC. Where Google Ads allows adjustments, NMC sends the correction automatically. Some conversions, including calls from ads, can’t be changed or removed once Google Ads receives them.

What happens when you update a lead

Section titled “What happens when you update a lead”
Change in NMC What happens in Google Ads
Move a lead back to an earlier stage NMC cancels any unsent conversions for later stages and asks Google Ads to remove conversions already uploaded, where Google allows it.
Close as Not a lead NMC keeps the New conversion, cancels unsent Qualified and Converted conversions, and asks Google Ads to remove those already uploaded, where Google allows it.
Archive lost work Existing conversions stay in Google Ads. Archiving a New lead as lost work moves it through Qualified first, which can upload its Qualified conversion.
Change a Converted value NMC asks Google Ads to update the conversion value where possible. Clearing the value to $0 removes the conversion and uploads a new one at $0.
Reopen or move forward again NMC uploads conversions again where needed, depending on what was already uploaded and Google’s conversion window.

Conversions Google Ads won’t let NMC change

Section titled “Conversions Google Ads won’t let NMC change”

Google Ads doesn’t allow changes or removals for conversions from calls from ads or iPhone app clicks. Because those uploads are permanent, NMC waits 24 hours after a lead reaches Qualified or Converted before uploading them. New isn’t held, because NMC never removes it. During that window, the conversion shows Scheduled with its send time, giving you a full day to edit the value, move the lead back, or close it as Not a lead. Once uploaded, the lead shows a lock icon next to Google accepted, and any later edits apply only inside NMC.

If AI review suggests closing one of these leads as Not a lead, its Qualified and Converted conversions pause and show Waiting for your review instead of going out after 24 hours. NMC holds them until someone updates the lead or Auto-update inactive leads acts on it. If the lead is closed as Not a lead, those conversions are never uploaded.

Standard website click conversions can be updated or removed in Google Ads, as long as Google can locate the original conversion and receives the adjustment within its time limit.

In Google Ads, setting a conversion’s value directly to $0 permanently deletes it. To keep the conversion counted at $0 when you clear a lead’s value, NMC removes the old conversion and uploads a fresh one at $0. If you enter a new dollar value later, NMC updates that replacement conversion as usual.

When moving a lead back or closing it as Not a lead won’t remove a locked Qualified or Converted conversion in Google Ads, NMC lists the affected conversions and asks you to confirm first. Invited clients aren’t shown that confirmation prompt; their change saves right away. Afterward, the lead’s Google Ads section continues to show Google accepted with a lock icon and an explanation.

Checking a correction’s status

Section titled “Checking a correction’s status”

Open the lead’s Google Ads section after saving your change:

  • Removing from Google Ads or Updating value in Google Ads means the adjustment is in progress.
  • Removed from Google Ads means Google confirmed the removal.
  • Google didn’t accept means Google couldn’t apply the change; check the reason shown next to it.

Don’t move a lead back and forth repeatedly to force a resend. If a conversion needs attention, follow the instructions shown on the lead or contact support.