Why does Google Ads show no recent conversions when the GA4 event is firing?

Usually it means GA4 is recording the event, but Google Ads either hasn’t imported it yet or can’t tie it back to a Google Ads click. “No recent conversions” just means that action hasn’t recorded one in the last seven days; it doesn’t automatically mean your event tag is broken. First, make sure the GA4 event is marked as a key event, the right GA4 property is linked to this Ads account, and the event was actually imported or created as an Ads conversion. Also check auto-tagging is on and that redirects aren’t stripping the GCLID—GA4 can see an event from direct or organic traffic that Ads can’t credit to an ad. Give a new import up to 24 hours for data, and up to 24–48 hours after linking or marking a key event for setup changes to propagate. If all that checks out, use Tag Assistant and the conversion action’s status details to confirm the event is firing on the same site/property and conversion action you’re looking at.