zero-conversion-auditlisted

# Zero-conversion audit A campaign that is not working and a campaign whose conversions are not being recorded produce the same report. The second is more common than people expect, and it can persist for a very long time because nothing errors — the account simply reports zero, and zero looks like a marketing problem. **Run this before any performance diagnosis.** It takes minutes and it occasionally invalidates the entire review. ## The order to check in 1. **Does the conversion action have any recorded conversions, ever?** Not this month — ever. An action that has never fired was never correctly installed, and no amount of bid tuning will help. 2. **Is the tag actually on the site?** Fetch the live page and look. A tag manager container that was never added to the site is a specific and very common failure: everything is configured correctly *inside* a container that the page never loads. 3. **Is it on the page that matters?** Present on the homepage and absent from the confirmation page is the classic half-installation. 4. **Is the action marked as a primary conversion and included in bidding?** An action that records but is excluded from optimisation explains a campaign that converts while the bidding ignores it. 5. **Did it stop, rather than never start?** Find the last date it recorded. That date is usually a deploy. ## The finding people skip past **An action that has fired zero times over a long period is not a performance finding, it