Visitors are arriving as usual, but GA4 has almost stopped recording conversions. Sales or leads may still be happening; they just aren’t being counted, and those days can’t be counted later.
What it means
Conversions are GA4 key events. When they collapse while visitor numbers hold up, it’s far more likely that the event stopped firing than that everyone stopped buying or enquiring at once.
What triggers it
It compares the average key events a day over the last 7 days with the 28 days before. The issue is raised when a website that averaged at least 2 a day falls below 10% of that, while visitors over the last 3 days are still at 60% or more of normal. It is always Critical, and the “Conversions down” check waits while it’s open.
Common causes
- A form, checkout or thank-you page was changed, so the event no longer fires or fires under a different name.
- The event was no longer marked as a key event in GA4, or a Tag Manager trigger was edited.
- A cookie banner or form plugin update blocks the tracking code only on the conversion step.
How to fix it
- Complete the conversion yourself (a test enquiry or order) with GA4 DebugView open, and watch for the event.
- In GA4, go to Admin → Events and check the event is still marked as a key event.
- Undo or fix the change behind it, then add a timeline note for the days that weren’t counted.
When it clears
Once key events climb back above 10% of their usual daily level, which can take a few days because the check averages the last 7 days. If you don’t track conversions, hide them under Workspace basics → What to show. See also Fixing connection and data problems.