What the conversion log records for every conversion, what each status means, and how to drill into a single conversion to see exactly what was sent to each destination and what came back.
Every conversion Converly captures gets written to the conversion log, regardless of whether it was delivered or not.
It's the place you go to answer the question "did that conversion actually reach Google Ads", and it's the fastest way to tell whether your conversion is working correctly or not.
What the conversion log is
The conversion log is a record of the conversions Converly has captured on your website and sent off to ad platforms and analytics tools.
It is designed to be an operational/debugging tool rather than a permanent archive of all conversions. It's meant for answering questions like "what happened to this conversion, and did it get where it was supposed to go" and is not designed to be a lead tracking tool. Your ad platforms and analytics tools are where the numbers live.
What the list shows
When you first land on the conversion log you'll see a table with your recent conversions. Here's what it shows:
| Column | What it shows |
|---|---|
| Timestamp | How long ago the conversion happened, like "3 hrs ago". Hover over it to see the exact date and time. Anything older than a week shows as a date instead. |
| Email address | The email address captured from the person who converted. A dash means no email was captured, and the word "purged" means it was there originally but has since been deleted (see the section below on how long conversions stay in the log). |
| Flow | The name of the conversion flow that fired. |
| Destinations | The logo of each ad platform and analytics tool this conversion was sent to. Hover over a logo to see its name. If there are more than three, a "+2" style chip appears, and hovering that lists the rest. |
| Status | Whether everything was successfully delivered or not. |
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The list loads the most recent conversions and adds more when you choose Load older events at the bottom. Refresh pulls in anything that's arrived since you opened the page.
Two things are worth knowing about what you're looking at:
- Conversions that were deliberately filtered out don't appear. If a flow is narrowed to one specific form, submissions of your other forms aren't failures and they aren't listed. This is the single most common reason someone thinks a submission went missing.
- There's no search or date filter on this page. You scroll and load older events. If you need to find one specific conversion out of thousands, the AI tools covered at the end of this article can filter by email address, date range, status and flow.
What each status means
The status on a row describes the conversion as a whole. It's a summary of how every destination did.
| Status | What it means |
|---|---|
| Queued | Captured and waiting to be sent. Normal for a few seconds after a conversion happens. |
| Processing | Currently being sent to your selected ad platforms and analytics tools. |
| All delivered | The conversion was successfully delivered to all destinations in the flow. |
| Partial | The conversion was successfully sent to some destinations but not others (you can open the conversion to see what happened). |
| Failed | The conversion couldn't be delivered to any destination in the flow (you can open the conversion to see what happened). |
| Recorded | The conversion was captured and stored, but there was nothing to send from our servers. This mainly appears when the conversions are set up to only be sent browser-side (with none being sent server-side). It's not possible to confirm delivery of browser-side conversions so we don't overstate it and say success. |
You can read more about the different statuses and what they mean in the article on conversion statuses and errors.
Opening a conversion
Clicking a row slides open a panel with everything Converly recorded about that particular conversion. It's laid out top to bottom in the order you'd want to read it.
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The following information is shown in this panel:
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Who converted. At the top of the panel you'll see the person's name and email address, how long ago it happened, and the same status badge from the list. If no name was captured, Converly falls back to the email address, and if there was no identity at all it says "Anonymous visitor".
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User details. The full set of what was captured about that person and their visit. This includes the contact details they entered (like first name, last name, email and phone), as well as details about their device, browser, operating system, IP address and country. Any click identifiers they arrived with, like
GCLIDfrom Google orFBCLID,fbcandfbpfrom Meta, plus their GA4 client ID are also shown here. Similarly, any UTM parameters they landed with, the landing page they first arrived on, and the website that referred them are also shown. Anything that wasn't captured is simply left out rather than shown as blank. For instance, if a lead came to your site from Organic Search then no UTM parameters will be shown because there wasn't any. -
Destinations. One card per destination, each showing the platform's name and how it did. A destination that fires both ways shows two lines, one for the server-side delivery and one for the browser pixel, each with its own status. Clicking a card opens the full detail for that destination, covered in the next section.
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Source. Which flow fired, which trigger detected the conversion (like Gravity Forms or Calendly), and the page the person converted on. The page is a link, so you can open it and check the form yourself.
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Form fields detected. A collapsed list of the fields Converly found on the form. This is how you confirm Converly is reading the right inputs, which matters when a form has several email-looking fields and the wrong one is being picked up.
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Event ID. This is the ID in our databases for this particular conversion. If you're emailing us about an issue with a specific conversion, this is the thing to include.
Opening a single delivery
Within the initial panel, you'll see there are cards for each destination the conversion was delivered to (and they typically show the delivery status for that destination).
If you click one of these cards, it will then open another panel and show all the information about that specific delivery. It's where you find out exactly what Converly sent and exactly what the platform said back.
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Each destination gets its own status, and this is a different and more detailed set than the conversion statuses above.
| Status | What it means |
|---|---|
| Delivered | The platform's API confirmed it received the conversion. |
| Fired | The platform's tag in the browser was called successfully. It says Fired rather than Delivered because no browser tag confirms the platform actually received anything, so this is as much as can honestly be claimed. |
| Pending | Still in flight. |
| Failed | The delivery was attempted and didn't get through. |
| Error | Something went wrong making the call itself. |
| Skipped | Nothing was sent on this path, because sending is switched off for this action. |
| Pixel not found | The platform's own tag wasn't on the page, so the browser fire had nowhere to go. This one is worth acting on, and it's the most common fixable misconfiguration there is. |
| Consent blocked | The visitor hadn't agreed to advertising cookies, so nothing was sent. |
| Recorded only | The conversion was stored but this destination was never going to receive it. |
| Unknown | An outcome Converly didn't recognise. |
Below the status you get two things.
What information was sent. The actual list of fields that went to that platform, with the real values, laid out with that platform's own names for them. So a Google Ads delivery shows its conversion action, the value and currency, the GCLID, the conversion time and the consent flags, alongside the contact details. Anything Converly hashed before sending carries a small Hashed badge next to it, and you see the plain value rather than the scrambled one, so you can actually check it's the right email address. A field that exists for that platform but had nothing to put in it shows as "Not captured".
The exact API call made. There's also a collapsible block showing the exact API request that was sent, for when you need to hand something to a platform's support team. Hashed values are replaced in that view, because a hashed email is still personal data.
What came back. The platform's response, including how long it took. Where a platform returns something useful inside its response, Converly pulls it out and labels it. For example, a Meta delivery returns the fbtrace_id that Meta's support team always asks for, and a Google Ads delivery surfaces the conversion action Google matched it to. The full raw response is available underneath.
When it failed, an error message sits at the top of this view in plain language, with a hint about what to do about it. The platform's own raw error text is tucked behind a "Show technical details" toggle, so it's there when you want it and out of the way when you don't. If the browser fire failed as well, that's named separately rather than folded into the same message.
How long conversions stay in the log
The log is intended for debugging and operational purposes only, so it only holds recent conversions rather than your whole history. For privacy and security reasons, two things happen to a record as it ages.
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After 7 days the contact details are deleted, including name, email and phone. Click identifiers, UTMs, and all the delivery information remains, which means a conversion older than a week is still fully diagnosable, just not attributable to a named person.
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After 30 days the record is deleted entirely, including the IP address and user agent.
Both happen on a schedule and neither depends on anyone remembering to do anything. See What happens to personal data for the full picture.
Reading the log with an AI tool
The same log is available to AI tools like Claude and ChatGPT through our MCP or CLI, so you can ask things like "Did a conversion come through for this email address, and did it reach Google Ads" or "Show me everything that failed yesterday". Your chosen AI tool can then look these up and provide the information to you, as well as reading any error messages, finding links to documentation and suggesting fixes.
For privacy and security reasons, AI tools like Claude or ChatGPT cannot access the personally identifiable information of any of your conversions. This would be providing data on your leads to a third-party tool that they never authorised their personal data to be shared with, and this is illegal in many places.
That being said, it is possible to give your AI tool the email addresses of a particular conversion and it can look up the status (because in this case you are supplying the email to the AI tool). So if you say 'I just got a lead from john@smith.com. Check the conversion was captured and sent to Google Ads' then the AI tool can connect to Converly, search for that particular conversion by the email address, and return all the non-personal information about the conversion and whether it was successfully sent to Google Ads or not.