Go to your Google Ads account, click Tools & Settings in the top right, then under Measurement select Conversions. This shows all your conversion actions with their status, total conversions in the last 30 days, and whether the tag is firing correctly. A green "Recording conversions" status means it's active. If you see "No recent conversions" but expected activity, your tracking has a problem. Click into any conversion action to see the tag setup details. Under "Tag setup", you'll find your Google tag ID and event snippet. The "Recent conversions" chart shows daily conversion volume, which should align with your campaign activity. If conversions flatline suddenly, check for site changes, tag manager edits, or developer updates that may have removed the tracking code. Verify the tag is actually firing by using Google Tag Assistant (Chrome extension) or the preview mode in Google Tag Manager if you're using GTM. Load your conversion page, complete the action, and confirm the conversion event fires. You should see the gtag or GTM event in the debug console. Cross-reference conversion counts with your CRM or checkout system. If Google shows 50 conversions but your database shows 48 orders, you might be tracking test transactions or firing tags twice. For agency work at Ottawa SEO, we run weekly conversion audits on client accounts with ecommerce or lead gen campaigns spending over $3,000/month. We've caught issues where developer site updates stripped tracking scripts, where form plugins changed class names that broke GTM triggers, and where iOS privacy changes reduced mobile conversion visibility by 15–25%. Check your conversion lag settings too. B2B lead conversions often need 5–7 day attribution windows since sales cycles are longer. The Columns menu in your Campaigns view lets you add conversion metrics like conv. rate, cost/conv, and conversion value. If these columns show dashes instead of zeros, your conversion action isn't linked to that campaign, or the tracking isn't installed. Always test in a live environment, not staging, since cookie domains and referrer data differ.