Why CRM conversions don't show up in Google Ads, and how to check each cause.

Where do I start when conversions are missing?

When HubSpot says a conversion synced and Google Ads doesn’t show it, or shows less, check five things in Google Ads, in this order:

1. The column: “All conv. (by conv. time)”, not Conversions.
2. The click ID: do recent paid-search contacts carry a GCLID?
3. The action’s age: was it created less than 4 to 6 hours before the upload?
4. The account: did the click come from the account you upload to?
5. The value: is it HubSpot’s fixed lifecycle value?

Each one has its section below. Check it before you change anything.

“Synced in HubSpot, nothing in Google Ads”

The wrong column. Look at “All conv. (by conv. time)”, segmented by conversion action. It counts by the date of the conversion, so it lines up with your CRM. The plain Conversions column only counts primary actions, and HubSpot’s help page adds that its enhanced conversion events show in All conversions “only if that conversion can also be attributed to a Google Ads campaign”.

A new conversion action. Google: “After creating a new conversion action, wait 4-6 hours before uploading conversions for that conversion action. If you upload conversions during the first 4-6 hours, it might take 2 days for those conversions to appear on your reports.” Even after that, Google says imported statistics take about 3 hours to show.

The wrong account. Google’s error for this is “We cannot find this conversion name in the target account”: the click came from an account you aren’t uploading to. With a manager account, use cross-account conversion tracking, or create the action in each client account.

A conversion dated before the click. Google rejects it (“Conversion date precedes click date”). Check the time zone of the conversion time you send.

“Only a few conversions show”

Contacts without a click ID. A conversion needs a GCLID, or hashed email or phone that Google can match. Open recent paid-search contacts and check Google ad click ID. If most are empty, fix the capture first: Capture the GCLID on every form fill.

Enhanced conversions off. Without it, contacts without a GCLID can’t match on email or phone. Turn it on in Goals → Settings → Customer data use.

Not sharing contact data. HubSpot’s lifecycle events sync a contact only when it has a Google ad click ID, or when you share contact data such as email or phone with Google. Open the event and check its data sharing settings and which contacts it shares: HubSpot recommends “All contacts that move to the selected lifecycle stage(s)”.

A manager account. HubSpot’s help page: “If you’re using a Google Ads Manager account or My Client Centre (MCC) for form submission and conversion events, you can’t sync using Google’s Enhanced Conversions.” Connect the client account instead.

Stage changes from before the event. HubSpot counts only lifecycle stage changes that happen after you create the event.

“The value is lower in Google Ads than in HubSpot”

New HubSpot lifecycle stage events for Google send one fixed value. HubSpot’s help page, updated October 12, 2026: “Native Google Ads lifecycle stage conversion events use a fixed value. The Use the Deal amount option is no longer available.” So Google’s conversion value is that number times the count, whatever the deals were worth. How to send each deal’s real amount.

“Conversions arrive too late”

The click is too old. Google keeps the GCLID for 90 days (“This click is too old for its conversion to be imported”). Matching on email or phone alone works up to 63 days. If deals close later than that, send an earlier stage too, like SQL, to its own conversion action.

The upload came late. PPC Land reported on August 23, 2026 that Google’s data-driven attribution model leaves out offline conversions uploaded more than 7 days after the event, while the standard columns still count them, so the same account shows two totals. It’s a report on Google’s documentation, which PPC Land notes describes the rule two different ways. Either way, sending each stage when it happens beats a weekly batch.

“Conversions show but bidding ignores them”

A new action in its trial. Google’s Data Manager guide says that during a conversion action’s initial 14-day trial, new conversions “will appear in your reporting but won’t be used for bidding”. The guide says it about an action that gets conversions from both your Google tag and uploads.

A Secondary action. Google: secondary actions “are for observation only. They are used for reporting in the ‘All conversions’ column in your reports, but not for bidding”. Make the action primary once you trust its numbers.

“Counted twice”

Two senders are using the same conversion action: HubSpot’s event and a Zapier zap, say, or an old CSV upload. Google’s FAQ says it removes a duplicate only when the GCLID, conversion name and conversion time all match, and two senders rarely send the same time. Give each sender its own action, and keep the new one Secondary until you trust its numbers.

“Nobody can tell me why”

HubSpot’s help page (updated October 12, 2026) says: “HubSpot Support can only pull event syncing logs when there’s an error, so Support won’t be able to investigate discrepancies unless an error is present.” What you can see is the Events tab in HubSpot’s ads tool, where events that stopped syncing show under Needs Attention.

On Google’s side, an upload through the Data Manager API gets a request ID, and Google’s diagnostics for it “may take up to 24 hours”. Whoever sends your conversions should keep that ID and check the result.

I built Ledion’s Activity page to list every send with each network’s result, the reason when one fails, and Google’s later verdict, and its step hands the result back to the workflow (how it sends to Google Ads). For Ledion’s own messages, see Troubleshooting, and for click ID coverage, Read Tracking health. Building your own instead? What building it involves.