What the check looks for
Emma fetches the live HTML of every final URL on the campaign and looks for at least one of:
The check reads the page as a browser receives it, not the source code. A tag that fails to render does not count.
A GTM container on its own passes the check but does not prove conversions will be recorded. A container can be empty. When Emma finds a container and no Google Ads conversion tag, she lets the launch through and tells you what she could not confirm. Read that warning rather than treating it as a pass.
When the check runs
The check runs at every point where traffic could start:- Enabling or resuming a campaign.
- Adding an ad to a campaign that is already live.
- Adding a Performance Max asset group to a campaign that is already live.
If your launch is blocked
Emma names the specific URLs that failed. A blocked launch looks like this:1
Check the page yourself
Open the URL and confirm what is on it. Ask Emma: “Show me what tracking is installed on [URL].”
2
Install the missing tag
For an AgentWeb-built landing page, see Conversion tracking on Emma-built pages below. For any other page, see Analytics and tracking.
3
Wait for the page to redeploy
The check reads the live page. A tag that has been added but not published yet will not pass.
4
Launch again
Ask Emma to enable the campaign. The check re-runs against the current page.
Launching anyway
If your tracking is server-side, or on a page Emma cannot read, you can waive the check. This takes two steps by design. When you ask Emma to launch with the check waived, she stops and shows you what you are agreeing to:Conversion tracking on Emma-built pages
Landing pages built in Creative → Landing Pages install the Google Ads conversion tag automatically when a conversion action is configured on your connected account at the moment the page is generated. What you get:- The base tag ships on the first commit, so the page is measurable as soon as it is live.
- Pages you add to the same site later inherit the tag on their own first commit.
- One conversion fires per successful form submission. A validation error or a failed request fires nothing.
- The tag is site-wide. A site uses one Google Ads conversion tag, and every page on it shares that tag.
Pages built before a Google Ads conversion action existed do not get the tag retroactively. Ask your AgentWeb contact to add it.
Conversion actions
A conversion action is the object in Google Ads that a conversion is recorded against. Without one, Smart Bidding strategies have nothing to optimize toward. Ask Emma to create one: “Create a Google Ads conversion action called ‘Demo request’ for lead form submissions.” She will ask you to choose how it counts, and will not guess:
Choosing wrong inflates your reported conversions and misdirects Smart Bidding. Nothing errors, so the numbers look plausible while the bidding is wrong. For B2B lead generation, choose one per click.
When the action is created, Emma returns the tag pair your page needs, in the form
AW-XXXXXXXXXX/YYYYYYYYYYYYYYYY. Both halves matter. The AW- half identifies the account and the label identifies which action fired. A correct ID with the wrong label records the conversion against the wrong action.
Removing a conversion action
Removal is permanent. The action stops recording and cannot be re-enabled, and any campaign bidding toward it as a goal stops counting it. Emma will not remove one without stopping to show you which action it is and asking you to confirm. As with waiving the tracking check, she cannot approve this herself, and an approval for one conversion action does not authorize removing a different one. Conversions already recorded stay in your reports. Removing an action stops future recording, it does not delete history.Account safety
Emma shows whether a connected Google Ads account can spend real money. Open Settings → Connected Accounts and look at the Google Ads section.
An account named “Test” is not a test account unless Google says so. Only Google’s flag guarantees that an account cannot spend.
Safe defaults
Emma creates campaigns, ad groups, ads, and keywords paused unless you ask for them to be live. Nothing you build starts serving because you forgot a setting. This applies to keywords added to a campaign that is already running. A new keyword arrives paused, and you enable it when you are ready.Limitations
Offline conversion import is not currently available. Conversions that complete away from your website, such as a phone sale or a booking confirmed later, cannot be sent back to Google Ads at the moment. Browser-side conversion tracking is unaffected. Contact your AgentWeb contact if this affects your measurement setup.Troubleshooting
The check blocks a page that definitely has a tag
The check blocks a page that definitely has a tag
The check reads the live page. Confirm the page has been published, not only edited in a preview. Open the URL in a private window and view source to confirm the tag is in the response.
The check passes but Google Ads reports no conversions
The check passes but Google Ads reports no conversions
A GA4 or GTM tag satisfies the check without proving a Google Ads conversion can be recorded. Check whether a Google Ads conversion tag is present, and whether its label matches the conversion action your campaign bids on. Ask Emma: “Which conversion action is this campaign optimizing toward, and does the page fire that label?”
Conversions look roughly double what your CRM shows
Conversions look roughly double what your CRM shows
Two Google Ads conversion tags are firing on the same page, usually one installed directly and one through GTM. Pick one path and remove the other. Emma refuses to add a second tag to a page that already has one, so this normally comes from a manual install.
Emma asks for approval again on a launch you already approved
Emma asks for approval again on a launch you already approved
Approvals are bound to the exact call. Changing the campaign, the account, or any other argument produces a new approval request rather than reusing the old one. This is deliberate. It stops an approval you gave for one action from applying to a different one.
A new ad on a live campaign was refused
A new ad on a live campaign was refused
Adding an ad to a running campaign starts serving traffic immediately, so the tracking check runs at that moment. If Emma cannot confirm the parent campaign’s status, she refuses rather than adding the ad unchecked. Retry, and if it persists, confirm the campaign still exists and the resource name is current.
A bid target was rejected
A bid target was rejected
Google stores a bid target inside the bidding strategy, so a target only applies to strategies that have a field for it. Setting a target CPA on Manual CPC, or a bid ceiling on a standard Target CPA strategy, has nowhere to be written. Emma refuses these rather than sending a request that silently drops the value. The error names which strategies accept the value you passed.
Next steps
- Google Ads integration — connecting an account and what Emma can do with it.
- Analytics and tracking — installing tags on landing pages.
- Google Ads best practices — campaign structure, bidding, and keyword strategy.