Start with the evidence
Record the last reporting date, affected conversion action, call source and any website, number or account changes. Compare the underlying call log with the platform view for the same window and time zone. Google’s call-conversion method can use a configured minimum call length; that threshold is a measurement rule, not proof of a suitable or completed job.
A worked example
Fictional example: the phone provider shows nine inbound events on Tuesday while the ad report shows no call conversions. Four events are repeats, two are short wrong-number calls and three are longer requests. A recent website edit replaced a tracked contact element. That is a testable measurement hypothesis. It is not evidence that nine paying customers disappeared or that the ad channel produced zero business value.
Choose the next action
Check the affected measurement path, required number behavior and conversion settings against current official documentation. Use a clearly labeled synthetic check with the business’s permission and an agreed endpoint; avoid repeated live calls or fake bookings. Preserve expected versus actual events, timestamps and configuration. If the source data also shows no calls, return to delivery and contact-path troubleshooting.
Check whether it worked
Confirm a controlled event appears where expected, then keep it excluded from commercial outcome reporting. Monitor ordinary traffic separately. Document delays or unsupported conditions rather than silently changing the denominator. Reconcile actual inquiries and jobs independently until confidence in the measurement path returns; a successful test proves that path under those test conditions only.
Put it to work
A record you can use
- Last known reporting event
- Affected conversion action and rule
- Provider evidence and website changes
- Controlled test expectation and actual result
- Test exclusion and next check
Plain text. No email required. Store completed records in your approved business systems.
Next useful step
Need help applying this to your marketing? A strategy call starts with your business and the evidence you have.
Talk through your next step →For a general editorial question, email Chris. Please leave out customer details. Questions are private, and no response time is promised.