Google Ads troubleshooting

This page covers the most common problems with Nimbata’s Google Ads integration and how to resolve each one.

The integration shows “Inactive” status

Inactive is a status Google Ads shows on a conversion action; Nimbata itself never shows it. Google Ads marks a conversion action Inactive when it hasn’t recorded conversions recently, so it is expected right after setup, before the first call conversion arrives. If it stays Inactive after calls should have been sent, run through the checks below before assuming something is broken.

Step 1. Verify your integration settings

• Go to Integrations > Google Ads.
• Confirm that your Ads Account and Conversion Name are both selected.
• If Google Ads can’t find the conversion action, Nimbata pauses that conversion. Check that the action is Active, an Import (offline) conversion action, and created in this ad account rather than the manager account (MCC).
• Include value doesn’t affect the Inactive status. It only decides whether each conversion carries the call’s value (0 when unchecked); conversions are sent either way.

Step 2. Confirm number swapping is working on your website

• Append ?gclid=test to your website URL and visit the page, to simulate a visit from Google Ads.
• Verify that your Nimbata tracking number swaps in.
• If it does not, resolve the DNI issue first before troubleshooting the integration.

Step 3. Wait for your first conversion
If both checks above pass, the Inactive status is expected and no further action is needed.
The Inactive status updates automatically once Google Ads receives its first conversion from Nimbata: it changes to active as soon as your first qualifying call is sent.

The conversion action cannot be found

A conversion can stop working when Google Ads no longer finds its conversion action, even though the Google Ads account is connected. This can happen even when your Nimbata account is set up, your tracking numbers are added, your call flows and workflows are set up, and your Google Ads account is connected to Nimbata.

When that happens, Nimbata pauses the conversion, emails you, and shows the reason on the conversion’s row in Integrations > Google Ads. The rest of your setup is left alone. The most common messages:

• This conversion no longer exists in the ad account, so we have paused it. The conversion action was removed in Google Ads. Pick another conversion in Conversion Name (or create one) to start sending again. Reconnecting won’t bring a removed conversion back.
• Google Ads cannot find this conversion action in this ad account, so we have paused it. Check in Google Ads that the conversion action is Active, is an Import (offline) conversion action, and was created in this ad account rather than in the manager account (MCC).
• Google Ads is refusing the conversions we send to this ad account. Check that the connected Google account still has access to that ad account.

Nimbata reads each ad account’s conversion actions live when you open the page, so new or renamed conversion actions appear in the Conversion Name menu without reconnecting. The menu marks each one Compatible or Not compatible.

If you do need to disconnect, for example to connect a different Google account, open the three-dot menu at the top right of the page (1) and click Disconnect (2).

Then connect again following the setup guide: Connect Google Ads.

If a conversion action you expect is missing from the Conversion Name menu, confirm that:

• The Google account used to connect has sufficient permissions in Google Ads.
• The conversion action is active and eligible for use (not removed or paused; for example, included in conversions or available for import, depending on your setup).

Conversions are not appearing in Google Ads

If the integration is active and calls are being logged in Nimbata, but conversions are not showing up in Google Ads:

Check 1. Confirm the workflow is enabled

• Go to Workflows.
• Locate the workflow linked to your Google Ads integration.
• Confirm its status is Running, not paused or disabled.

Check 2. Check workflow filters

• Open the workflow and review any filter conditions.
• Make sure qualifying calls are not being excluded by a filter (for example minimum call duration, specific tag, or specific tracking number).

Check 3. Confirm auto-tagging is on in Google Ads
Nimbata relies on Google’s gclid parameter to attribute calls to campaigns.
If auto-tagging is disabled in Google Ads, no gclid is appended to ad clicks and Nimbata cannot make the attribution.

• In Google Ads, go to Admin > Account settings > Auto-tagging.
• Confirm the auto-tagging checkbox is enabled.

Check 4. Allow for the upload delay
Nimbata uploads a call conversion to Google Ads once the call is at least 12 hours old, in its hourly upload, so a conversion reaches Google Ads about 12 to 13 hours after the call. Google can then take more time to process it.
Calls from today may not appear in Google Ads until the following day.

The Google Ads account disconnects or loses access

If Nimbata loses access to your Google Ads account, for example after a password change or permission update, the integration stops sending conversions.

• Go to Integrations > Google Ads. When Google stops accepting the connection, the page shows a Disconnected. banner with a Reconnect button: click it and sign in again.
• Ensure the Google account used has Admin or Standard access to the Google Ads account (Google Ads has no Editor level).
• If a conversion row says the ad account is suspended, sending resumes once Google lifts the suspension. If it says the Google account has no 2-Step Verification, turn that on for the account.

Still not resolved?

Submit a request via ? > Submit a request in your Nimbata dashboard. Include:

• A description of the issue and when it started.
• The name of the Google Ads conversion action you are trying to use.
• A screenshot of your integration settings from Integrations > Google Ads.
• Whether ?gclid=test produces a number swap on your website.

Detailed guide: Connect Google Ads
Detailed guide: Create a workflow
Detailed guide: Enhanced conversions
Detailed guide: Track call assets and call ads