A conversion that should reach Meta or Google Ads shows as Failed in Settings > Integrations under Recent conversion deliveries, or the conversion never appears in your ad account. Match your symptom below to find the cause and fix. If a delivery is still Pending, it is being retried automatically and needs no action.
Settings > Integrations > Recent conversion deliveries lists up to the last 25 deliveries with the provider, event name, status, attempt count, and any recorded error. A fresh account shows No conversion deliveries yet.
Pending — queued and being processed by the delivery cron job, or waiting for a retry.
Delivered — the provider accepted the conversion.
Failed — the delivery could not be completed. Retryable errors are rescheduled with exponential backoff, up to 64 minutes between attempts; after 8 attempts the delivery becomes Failed. If a failure already exhausted its retries, you can retry it manually.
Cause: The delivery exhausted its automatic retries or failed a non-retryable condition. Successful deliveries become Delivered.
Fix: Select the failed delivery and click Retry. The Retry button appears only on Failed deliveries and requires owner permission. Retrying sets the status back to Pending, resets the attempt count to 0, and clears the recorded error and delivery time so the cron job processes it again.
Cause: Meta marks a delivery Failed immediately when Meta is no longer connected, the source URL is missing, or the required matching data is invalid — none of these are retried.
Fix: Reconnect Meta, confirm the conversion source URL is set, and verify the matching data used by the conversion meets Meta's requirements, then clear the error with Retry. If the connection itself changed, review your Meta integration settings before retrying.
Cause: Google Ads marks a delivery Failed immediately when Google Ads is not connected, the click has no Google click identifier (gclid, gbraid, or wbraid), or an access token cannot be obtained.
Fix: Reconnect Google Ads, make sure visits carry a Google click identifier, and confirm the token can be obtained, then clear the error with Retry. Without a click identifier there is no conversion to attribute, so deliveries from untagged clicks stay failed.
