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Description
Plugin: GTM4WP
Version: e.g. 1.18.1
WordPress: e.g. 6.7.1
WooCommerce: e.g. 9.3.3
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Description
We’re experiencing major inconsistencies in our Google Ads conversion tracking using GTM4WP.
Initially, conversions were extremely high (around 10× the actual number).
After some adjustments in Google Tag Manager, the numbers dropped to zero — no conversions, no values.
In Google Analytics 4, all eCommerce events still appear correctly (view_item, add_to_cart, purchase, etc.).
Using Tag Assistant (live & recording), we also see all tags firing as expected.
However, Google Ads now shows zero conversions and zero value.
Google Support reviewed our setup (IDs, triggers, and conversion labels) and confirmed that everything appears correct on their side.
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What we expect
Conversions in Google Ads should correspond closely to actual purchases — as reflected in Analytics and Tag Manager events.
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Steps we’ve already taken
• ✅ Verified all tag triggers and conversion labels in GTM
• ✅ Confirmed that GTM4WP eCommerce integration is active
• ✅ Tested both pageview and purchase triggers
• ✅ Cleared cache and tested without consent mode restrictions
• ✅ Checked the dataLayer output in the browser console — structure looks correct
• ✅ All events visible in GA4 but no conversions appear in Ads
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Question
Is there a recommended checklist or verified setup guide for ensuring Google Ads conversions and values are correctly passed via GTM4WP?
Or could there be a known issue in how the GTM4WP purchase dataLayer is structured in recent versions?
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Additional info
• All GA4 and eCommerce tracking works fine
• Only Google Ads conversions fail (no value, no count)
• The problem appeared after GTM adjustments (no plugin update in between)
Thanks a lot for your time and any advice you can share!