Conversion not delivered

Open Conversions. The status column names the failure, and hovering the badge reads HTTP <code> · attempt <n>.

What each status means

`status`	Meaning	Do this
`sent`	The platform returned success	Nothing
`processing`	Google Data Manager accepted it. Match results arrive later	Wait, then check Google Ads
`pending`	Queued, not yet attempted	Wait 5 minutes
`retrying`	A retryable error. Backoff runs at 60s, 120s, 240s	Wait 10 minutes
`dropped`	Three retries failed. Terminal	Fix the cause, then send a new event
`failed`	A non-retryable error	Read the table below
`skipped`	We never called the platform	Read the skip table below

No row exists at all

Check	Where	If it fails
The source event exists	Events, filter on `event`	No events
A rule targets that exact event name	Conversions → manage rules	Create one
The rule is enabled	The rule row	Enable it
The rule filters match the event	Compare each filter to the payload	Loosen the filter
The rule source matches the event source	The `source` column in Events	Change the rule source

`failed`: non-retryable errors

Signal	Cause	Fix
HTTP `401` or `403`	The access token expired	Reconnect the source
Meta `error.code` `190`	The Meta token expired	Reconnect Meta
TikTok `code` `40001`	The TikTok token expired	Reconnect TikTok
Google `PERMISSION_DENIED`	The OAuth scope is missing	Reconnect Google Ads
Google `ACCESS_TOKEN_SCOPE_INSUFFICIENT`	The connection predates Data Manager	Reconnect Google Ads to migrate
Google `CUSTOMER_NOT_ALLOWLISTED_FOR_THIS_FEATURE`	Google blocked the legacy upload path	Reconnect Google Ads to migrate
`Google: missing gclid/gbraid/wbraid and no enhanced conversion data available`	No click ID and no email or phone	See Missing attribution
`Google Ads Customer ID or Conversion Action ID not configured`	The rule is incomplete	Set both on the rule
`Meta Pixel ID not configured`	The rule has no pixel	Set it on the rule
OpenAI `invalid api key`	The stored key is wrong	Paste a new key under Sources
HTTP `400`	A required field is absent or malformed	Fix the rule field mapping
TikTok `code` 40000–49999	Bad parameters	Fix the rule field mapping
Other HTTP `4xx`	The pixel, dataset, or asset ID is wrong	Repin the account on the rule

`retrying` and `dropped`: retryable errors

Signal	Class
HTTP `429`	Rate limit
HTTP `500`, `502`, `503`, `504`	Platform outage
Meta `error.code` `1`, `2`, `4`, `17`, `32`, `613`	Rate limit
Meta `error_subcode` `80004`	Rate limit
TikTok `code` `40002`, `40100`–`40199`, `50000`+	Rate limit or platform error
Meta returns `events_received: 0`	Meta accepted nothing
A request timeout	Transient

The retry queue drains every 5 minutes, and after three failed attempts the row turns dropped. Five consecutive 5xx responses from one platform open a 60-second circuit for that workspace. We also cap our own send rate per platform.

Platform	Sends per second
Meta	200
Google	100
TikTok	100
Snapchat	100
OpenAI	50

`skipped` reasons

Reason	Meaning	Fix
`already_sent`	This event and rule already delivered	Nothing. This prevents a double count
`in_flight`	A concurrent attempt holds the lock	Nothing
`rule_circuit_open`	10 consecutive auth or config errors opened this rule’s circuit for 1 hour	Fix the credential, then wait 1 hour
`oauth_connection_missing`	No connection exists for that platform	Connect it under Sources
`workspace_inactive_or_erased`	The workspace is inactive	Check Settings → Billing
`test_event_code_required`	Meta and TikTok refuse a test without one	Set a Test Events code on the rule
`zero_value_purchase`	The purchase value resolved to `0`	Fix the value mapping on the rule
`event_too_old`	Meta refuses an event over 7 days old	Nothing. The window closed
`pixel_id_not_configured`	The rule has no Meta or TikTok pixel ID	Set it on the rule
`snap_app_id_not_configured`	The Snapchat rule has no App ID	Set it on the rule

A rule_circuit_open row is written with status failed, not skipped, which keeps it in your failure count.

Meta and TikTok have no validate-only mode, so a test without a Test Events code would create a real billable production conversion. We refuse that test instead.

`sent` but the platform reports nothing

sent means the platform returned success. It doesn’t mean the platform credits the conversion.

Cause	Check
The click is outside the attribution window	Meta 7-day click, TikTok 7-day, Google 90-day, Snapchat 28-day, OpenAI 7-day
The platform deduplicated against its pixel	Confirm both sides use one `event_id`
Match quality is too low	Add email, phone, and the click ID to the rule
The wrong asset received it	Confirm the pixel or dataset ID on the rule

Do not enable two rules for the same event and destination. Each rule delivers separately, and the platform counts the conversion twice.

Verify a fix

Send one new source event.
Filter Conversions on that platform.
Confirm a new row reads sent.
Open the platform’s Test Events surface and find the event.

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Troubleshooting

Conversion not delivered

What each status means

No row exists at all

`failed`: non-retryable errors

`retrying` and `dropped`: retryable errors

`skipped` reasons

`sent` but the platform reports nothing

Verify a fix

​What each status means

​No row exists at all

​failed: non-retryable errors

​retrying and dropped: retryable errors

​skipped reasons

​sent but the platform reports nothing

​Verify a fix

What each status means

No row exists at all

`failed`: non-retryable errors

`retrying` and `dropped`: retryable errors

`skipped` reasons

`sent` but the platform reports nothing

Verify a fix