Ads Conversion Check
This check used publicly observable website behaviour only. No account access was granted or used, and no configuration was changed. Findings are labelled by the evidence behind them, and what could not be determined is listed in full.
In plain language
Your conversion measurement is installed and part of it is clearly working: there is a conversion event connected to your enquiry form, which is exactly where one should be. That is worth saying first, and it also means the useful question here is not whether you have tracking.
One thing deserves an explanation. A second conversion request was sent 2.3 seconds after your homepage began loading, before anything had been submitted and before the visitor had done anything that would count as an enquiry. If that action is one your campaigns are bidding toward, Google may be learning to find more people who behave like ordinary visitors, because from its point of view that is what a success looked like.
We cannot tell from outside whether that is the case. It may be entirely deliberate. What we can say is that it is the one thing here worth ten minutes inside the account.
What was observed
A conversion appeared to be recorded 2.3 seconds after someone arrived
Observed externally- Business type
- Consumer business
- Region
- New Zealand
- Access
- External check only. No account access.
- Basis
- Network requests observed during an ordinary page visit
- A Google Ads conversion request appeared 2.3 seconds after the homepage started loading. Nothing had been submitted, no enquiry had been made, and no meaningful customer action had occurred.
- The same site also had a separate conversion event visibly connected to its enquiry form.
In plain terms Google received a success signal before the visitor had actually done anything.
The second observation is why this matters. Something was installed and working, so "is conversion tracking set up?" is the wrong question. The question is what is being counted. If an ordinary page visit can produce a conversion, the number in the report stops meaning what most people assume it means.
What that conversion action represents, whether it is included in the headline performance numbers, whether campaigns are being optimised toward it, and whether it should instead occur after an enquiry, purchase or booking.
Technical detail
A conversion request was observed on the initial page view, ahead of any form submission or interaction event. The public check can confirm the request occurred and when. It cannot see whether that conversion action is set as primary, or whether any campaign uses it as a bidding goal, because both live in the account.
A full check contains several of these, including the ones that came back sound. Each is built the same way: what was seen, what it might mean, what we cannot know, and what would settle it.
The honest gaps
- Whether the conversion action observed is configured as Primary or Secondary.
- What your campaigns are actually bidding toward, and with what budget share.
- Whether any measurement is happening server-side, which is invisible from outside.
- How the conversions in your reports reconcile against sales you were actually paid for.
- What your CRM received, and whether anything was lost between the form and the record.
- Whether phone enquiries are attributed, and what share of enquiries arrive that way.
None of the above is a criticism of your setup. It is a statement about the limits of looking from outside it.
If you want a definitive answer
An authorised audit inspects the actual Google Ads, GA4, Google Tag Manager and conversion configuration behind these findings, with read access you grant and can revoke. Typically 3–5 business days after access is provided.
If you would rather simply forward this to whoever manages your advertising and ask them about section 02, that is a perfectly good outcome and costs nothing.
