What NMC changes

NMC uploads conversions to Google Ads when a lead reaches New, Qualified, or Converted. To make those uploads work, NMC configures its conversion setup in your Google Ads account: conversion actions, click parameters, auto-tagging, and (when you track calls from ads) Call Reporting. Your campaigns keep their existing bidding until you explicitly choose a stage to bid on and click Apply.

When you choose your Google Ads account

As soon as you select a Google Ads account, NMC sets up the following:

Setting	What NMC configures
Conversion actions	Creates six conversion actions: one for New, Qualified, and Converted across Website and Calls from ads. All six start as Secondary (observation-only) so bidding stays untouched.
Click parameters	Appends NMC’s nmc_ parameters to the Final URL suffix at the account, campaign, ad group, ad, keyword, and sitelink levels so NMC can show which campaign, ad, and keyword brought each lead.
Auto-tagging	Turns auto-tagging on so Google attaches a click ID (gclid) to ad clicks, allowing NMC to match website leads back to the ad click.
Bidding and budgets	Leaves all budgets, bid strategies, and conversion goals unchanged.

New and Qualified conversions count leads. Converted conversions also send the dollar value you enter on the lead. New conversions stay observation-only even after you choose a stage to bid on.

If your Google Ads account already has an active conversion action with the exact name NMC uses, NMC reuses it without changing its Primary or Secondary setting. If an action with that exact name was previously removed, NMC re-enables and reuses it because Google Ads reserves removed action names permanently.

If a manager account counts conversions for your Google Ads account, NMC creates the six conversion actions in the manager account instead, while keeping click parameters, auto-tagging, and Call Reporting on your Google Ads account itself. See manager accounts.

When updating Final URL suffixes, NMC preserves your existing URL parameters and only adds or updates its own nmc_ parameters (listed on the website tracking script page).

When you add Google Ads call tracking

When you set up Google Ads call tracking, NMC attaches a call asset (a phone number extension on your ads) using a tracking number and turns on Call Reporting for the account.

Google’s built-in Calls from ads conversion action stays untouched while you remain on Keep my current bidding, so NMC’s call conversions stay observation-only and your existing call bidding continues uninterrupted. If you later bid on a stage, clicking Apply switches Google’s built-in Calls from ads action to Secondary so each ad call is counted once through NMC. Remember to set up website tracking too so you also track calls from people who click through to your website before calling.

If someone changes NMC settings in Google Ads

NMC never silently overwrites edits made inside Google Ads. Instead, NMC checks your account once a day (and whenever you click Check again) and surfaces any missing or altered settings as a problem on Overview and Integrations → Google Ads so you can decide what to do.

That daily check only completes NMC’s own unfinished setup work (such as a conversion action that hadn’t finished creating yet, or creating actions in a manager account that newly took over conversion tracking). Until NMC finishes its initial setup, it won’t report external Google Ads edits as problems so incomplete setup steps aren’t mistaken for deleted settings.

Each problem links straight to the page where you can fix it:

Problem shown	When it appears	Link	How to fix it
Google Ads conversion setup changed	Something NMC relies on was changed in Google Ads: a Website conversion action was removed, a calls from ads action was removed while you track ad calls, nmc_ parameters were removed from a Final URL suffix, auto-tagging was turned off, or Call Reporting was turned off while you track ad calls.	Manage conversion setup	Click Restore conversion setup
Your Google Ads bidding changed	You applied a stage to bid on, and Google Ads is no longer bidding exclusively on that stage.	Manage bidding	Click Restore bidding on {Stage} leads or Keep my current bidding
Call asset for {number} isn’t live	Someone removed or paused NMC’s call asset in Google Ads.	Manage call asset	Click Restore call asset on the tracking number

The conversion setup problem states exactly what changed and what it affects, such as: “The Qualified leads website conversion action was removed. Qualified leads from website clicks aren’t sent to Google Ads.” Clicking Restore conversion setup puts back only NMC’s own pieces without needing a preview. Because NMC can’t upload conversions without those pieces, there is no option to dismiss the problem while staying connected; disconnect Google Ads if you want to stop NMC uploads altogether. If a single edit breaks both conversion setup and bidding, NMC shows only the conversion setup problem, and Restore conversion setup repairs both at once.

See if bidding changes in Google Ads and if a call asset isn’t live for details on those two buttons.

Updating your Conversion window in NMC also puts NMC’s full conversion setup back in place while updating the window on its conversion actions. Changing the window changes how far back ad clicks credit future leads to Google Ads, without changing the channel on existing leads (see where a lead came from). Similarly, if NMC ever updates the nmc_ click parameters it uses, your daily check shows Google Ads conversion setup changed so you can click Restore conversion setup to apply the updated parameters.

Other Google Ads problems

Problem shown	When it appears	Link	How to fix it
Google Ads conversion setup didn’t finish	NMC’s setup couldn’t finish, Google refused a step, or an incompatible conversion action already uses NMC’s name (including setup interrupted by a lost sign-in). NMC retries daily unless Google refused it, and retries when you reconnect.	Try conversion setup again	Click Try conversion setup again, or rename the conflicting action in Google Ads
Bidding on {Stage} leads didn’t finish	Applying your stage didn’t finish, or Google Ads settings changed after you loaded the preview. Google Ads keeps your previous bidding.	Manage bidding	Click Try bidding change again
Google Ads refused bidding on {Stage} leads	Google Ads rejected the bidding update. Google Ads keeps your previous bidding.	Manage bidding	Click Try bidding change again, or pick another option
Bidding on {Stage} leads is blocked	A conversion action Google won’t let NMC modify still counts toward bidding. Google Ads keeps your previous bidding.	Manage bidding	Make that action Secondary in Google Ads, then click Check again and Apply
Google Ads account can’t be reached	The connected Google user lost access to the Google Ads account. New leads aren’t uploaded until access returns.	Reconnect	Give that Google user access again in Google Ads (then wait for the daily check or click Check again), or Reconnect with a user who has access
Google Ads account isn’t active	Google Ads isn’t accepting conversions for the account (for example, while suspended). New leads aren’t uploaded until the account is active again.	Manage Google Ads	Activate the account in Google Ads; NMC checks daily, or click Check again
Google Ads manager account can’t be reached	The connected Google user lost access to the manager account that counts your conversions. New leads aren’t uploaded until access returns.	Reconnect	Click Reconnect and sign in with a Google user who can access both accounts
Form contact details are off	Google Ads refused form contact details, so NMC turned sharing off.	Manage form contact details	Fix the issue in Google Ads, then turn the setting back on

Disconnecting Google Ads

Disconnecting revokes NMC’s access to Google Ads and stops future conversion uploads without altering anything inside your Google Ads account. Previously uploaded conversions, NMC’s conversion actions, nmc_ click parameters, auto-tagging, Call Reporting, and your campaign goals all remain as they are unless you change or remove them in Google Ads yourself.

If Google Ads was bidding on an NMC stage, the disconnect prompt warns you that your campaigns will keep bidding on conversion actions that are no longer receiving uploads. Update your conversion goals in Google Ads right after disconnecting.

If you reconnect the same Google Ads account later, NMC picks up where you left off. If you’re also releasing tracking numbers, remove them from your call assets before disconnecting. See correcting conversions for what can and can’t be changed on conversions already uploaded.