ReferenceTracking error
Eligible (Misconfigured)
This campaign status means the campaign is eligible but the website is missing a Google tag, which often means no biddable conversions were recorded in the last 28 days. Google's diagnostic asks for a Google tag for each measurement product in use, such as Google Ads, Google Analytics or Floodlight. Check each one on a live page, add what is missing, then watch the next 28 days of conversions.
At a glance
- Where it shows
- The campaign's status, which Google links to the Missing Google tags diagnostic.
- What stops
- The campaign keeps running, but its bidding has no biddable conversions to work from.
- How serious
- Budget risk. Spend runs on a bidding setup with no conversion signal to learn from.
- How long
- The status is defined on a 28-day window.
What it means
Google says this status often means the campaign has not recorded any biddable conversions in the last 28 days. The Misconfigured part points to the tag: the site is missing a Google tag.
The word often matters. The page does not define biddable conversions, so check the conversion goals on the campaign as well as the tag. The tag check is the first step, not the only one.
What actually triggers it
A tag removed by a site rebuild or template change
Not on Google's help page
A rebuild or a template change can remove the tag from every page at once. Google's page does not name a cause, so the status may be the first sign of the gap.
A tag for one product and not the others
The diagnostic asks for a tag for each measurement product in use. A site with a Google Ads tag and no Google Analytics tag still has part of the set missing.
Fix it in this order
- Open the campaign's status and follow the link to the Missing Google tags diagnostic that Google connects to this status.
- List the measurement products used for this campaign: Google Ads, Google Analytics or Floodlight.
- Check each one on a live page with Tag Assistant. Add the tags that are missing, and publish the Tag Manager container if the tags are set up there.
- Watch the next 28 days of conversions. The status is defined on that window, so it is the test for whether the fix worked.
If conversions record again within the 28 days, the status has done its job. If they do not, return to the conversion actions and check each one's counting.
Often confused with
Missing Primary Conversion
A goal setting rather than a tag. The campaign can have its tags and still show this alert, because Business Profile local actions are locked into its goals.
Google tag has stopped sending data
The Urgent status is about a tag that was detected earlier and has not been seen for 48 hours. This status is about a site that is missing a tag.