When Littledata sends offline or enhanced conversions into Google Ads, Google may report processing errors per conversion action. Your audit can surface those issues so you know whether revenue and optimisation are leaking—not just that a tag fired.
This page explains what the alerts mean and what merchants or agencies usually fix. Littledata staff can find a March 2026 table of raw error-code statistics in the repository’s engineering folder (snapshot file) if needed for analysis.
| What Google calls it (short) | What it usually means | What to do |
|---|---|---|
| Expired / late event | The conversion arrived after the window Google allows for that click or engagement. | Fix delay upstream (slow servers, queues), tighten tracking latency, or expect some loss for very long purchase paths. |
| Permission / customer mismatch | The Google Ads login or linked manager (MCC) setup does not have rights to upload to this account or conversion action. | Re-authorise Littledata / agency, fix MCC linking, or move the conversion action under the account your token can reach. |
| Click not found | Google could not match the click identifier (gclid / gbraid / wbraid) on the conversion to a real ad click. | Ensure site and checkout preserve auto-tagging parameters, consent modes still allow IDs where legal, and URLs are not stripping IDs. |
| Missing required fields | Some rows omitted required enhanced-conversion fields. | Validate tagging and server payload so hashed PII (where used) and required keys are always present for that action. |
| Enhanced conversions for leads not enabled | The account-level switch for Enhanced conversions for leads is off while you send that flavour of data. | Turn on the correct Google Ads setting for the conversion type you use, or change the integration to match what is enabled. |
| Malformed click ID | A wbraid (or similar) value was not parseable before upload. | Fix how the parameter is captured, encoded, or passed through redirects. |
| Duplicate order IDs | The same order was uploaded more than once under the same rules. | Deduplicate server sends or align order ID semantics with what the conversion action expects. |
| Unknown / generic | Google returned an unspecified processing failure. | Retry after transient outages; if it persists, open a ticket with example times and conversion labels—avoid posting PII publicly. |
Alerts are filtered to actions branded Littledata so you are not flooded with third-party conversion noise in this view. Other conversion actions in the account may still have their own separate health in Google’s UI.