The short answer
First find out whether the sales are really missing. Compare your store's orders with Google Ads conversions for the same days. If the store has orders that Google doesn't show, tracking is broken. If neither shows sales, look at the searches, the products, the price and the product page.
Rule out tracking first
- Compare store orders with Google Ads conversions, day by day, for the last two weeks.
- In Google Ads, open Goals, then Summary, and check the purchase conversion's status. Needs attention, Misconfigured and Awaiting conversions all point to a problem.
- Use Tag Assistant from that page to place a test order and confirm the purchase tag fires.
- If the tag stopped after a site change, check the checkout, a new cookie banner and any app that replaced your thank-you page.
Make sure there are enough clicks to judge
Judge on clicks against your usual conversion rate, not on days. If your store converts about 2% of clicks, 20 clicks with no sale tells you little; 150 clicks with no sale probably means something is wrong.
Look at the searches
The search terms report shows what people searched before clicking. Searches for free, DIY, jobs, other brands or products you don't sell take clicks that rarely buy. Exclude them with negative keywords.
Look at the products and the price
- A few products often take most of the clicks. Check whether those products ever sell.
- Compare your price and shipping cost with other sellers of the same product in Shopping results.
- Check the title and image match what arrives. A title that promises more than the product delivers gets clicks and returns.
Look at the product page
- It loads quickly on a phone and opens on the variant that was clicked.
- The price matches the ad. A mismatch also gets products disapproved in Google Merchant Center.
- Shipping cost, delivery time and returns are clear before checkout.
How UltraROAS.ai does this for you
UltraROAS.ai holds back sales-based changes while purchase tracking looks broken and tells you. Once tracking is sound, it stops search terms and products that take clicks without selling and moves that budget to what sells, every day.