Google Ads Offline Conversion API Issue - Conversion Action Inactive Due to "Tag Not Filtering"

[Paul Chen]

Background:
We're a company with extensive user data trying to stream offline conversions to Google Ads via API for our clients.

Current Setup:

• Conversion Action Type: CRM offline leads (tracking clicks)
• Method: Google Ads API (no data source configured)
• Issue: Conversion action shows as "inactive" with error "tag not filtering"
  
  

Specific Use Case:
Our client provides us with their Google Ads credentials (customer ID, tokens, etc.) to upload conversions on their behalf. However:

• They cannot implement Google Tag on their ads (they don't have a website)
• They're running ads but need us to track conversions that happen on our platform
• No events are showing up when we send data via API
• This same payload worked 6 months ago, but not anymore
• Currently testing with $0 budget campaigns
  
  

What We've Tried (All Failed):

1. Creating non-lead conversion actions
2. Configuring Enhanced Conversions to use Google Ads API
3. Setting Enhanced Conversions for Leads with Google Tag/GTM
4. Verified all IDs are correct (customer_id, login_customer_id, conversion_action_id)
   
   

Question:
What's the correct way to set up offline conversion tracking via API for clients who:

• Cannot implement Google Tags
• Don't have their own website
• Need conversions tracked from external sources
  
  

Is Enhanced Conversions for Leads (ECL) the wrong approach here? What alternative should we consider?

Any guidance would be greatly appreciated!

[Google Ads API Forum Advisor]

Hi,

Thank you for reaching out to the Google Ads API support team.

Based on the provided information, I understand that you are facing issues while implementing the offline conversions through the Google Ads API and your conversion action status is showing as ‘Inactive’. I would recommend you to kindly refer to this help center article "Conversion Tracking: Troubleshooting conversion tracking status" to troubleshoot your conversions based on your conversion action ID status. 

Could you kindly confirm if you followed the setup prerequisites for working with enhanced conversions for leads setup? If not, I would request you to follow the prerequisites before uploading the conversions. I would recommend you to refer to this ‘Implement Enhanced Conversions for Leads’ as it describes in detail on how to implement the enhanced conversions for the leads using the Google Ads API. If you encounter any issues while implementing, then I would suggest you refer to the ‘Troubleshoot Enhanced Conversions for Leads’ documentation and ‘Debug common errors’ documentation as it helps to troubleshoot your issues related to the conversion uploads. Additionally, please refer to the Monitor offline data diagnostics documentation as it helps to find the overall health of the conversion upload processes.

Also, you are saying that your conversion action is showing ‘tag not filtering’ error. As the issue is with the tag, I would recommend you to reach out to the Tag Manager support team for further assistance as they are better equipped to address your concerns.

To implement enhanced conversions for leads, you should Configure the Google tag to enable enhanced conversions for leads by following the instructions in this Help Center. Kindly note that if you want to import user-provided data, such as email addresses, name and phone number then enhanced conversions for leads is the best approach to improve accuracy and bidding performance.

To assist you further, please provide us with the Google Ads customer ID, conversion name or ID and the uncropped UI screenshot of the error message that you are facing for further investigation.

You can send the details via Reply privately to the author option, or direct private reply to this email.

Thanks,
 

Google Ads API Team

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[2025-06-30 04:31:14Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01rgdl0:ref" (ADR-00316233)