Why don’t Google Ads conversions match my WooCommerce orders?
Short answer
Google Ads credits conversions to the date of the ad click and counts them within its conversion window, while WooCommerce lists orders on the day they were placed. Large or sudden gaps usually come from the conversion tag being installed twice, or from it missing orders after payment redirects.
Why it happens
- Two conversion sources. Google for WooCommerce, Site Kit, Pixel Manager or GA4-imported conversions can all report purchases. Counting more than one as a primary conversion inflates results.
- Payment redirects. With some off-site payment pages the buyer never returns to the order-received page, so a browser-only tag misses the sale.
- Conversion date. Google dates the conversion to the click. A Monday click and a Thursday order show on different days.
- Counting setting. A purchase conversion action set to count every conversion, rather than one, can count the same order twice if the thank-you page reloads.
How to fix it
- List your conversion actionsIn Google Ads › Goals › Conversions › Summary, list every purchase action and where it comes from. Keep one as Primary and set the rest to Secondary.
- Check for duplicate tagsUse Google Tag Assistant on the order-received page and look for the same conversion firing twice or from two sources.
- Check the counting settingOpen the purchase action and confirm how conversions are counted. For purchases, every conversion is normal; make sure the thank-you page can’t send it twice.
- Compare on click datesCompare a full week or month rather than single days, since Google dates sales to the click.
Check it worked
Place a test order through each payment method you use. In Tag Assistant the purchase conversion should fire once, on the order-received page.
Common questions
Should I use enhanced conversions?
It can improve matching when cookies are blocked. It doesn’t fix a duplicate tag, so remove duplicates first.
Why does GA4 show different revenue too?
GA4 uses its own attribution and session rules. See the GA4 answer for the checks.
See what your own store is losing.
Paste your store address for a free check in under a minute. No login and no app to install.
On WooCommerce? Get the free Tracking Setup Inspector plugin: it lists every plugin, theme file and snippet sending Meta, Google or TikTok events, inside your WordPress admin.