Verify delivery and troubleshoot failed events

Tracking that fails silently is worse than no tracking. This article explains how to read the Conversion events screen, what each status means, and how to diagnose the failures that account for nearly all support requests.

Event statuses

• pending: queued for delivery. New events are scheduled with a short delay (so the browser pixel's copy can fire first and deduplication pairs cleanly), and events that hit a transient error wait here for their next retry.
• sent: the platform accepted the event. The full response is stored on the event.
• failed: delivery was retried and gave up. The retries were exhausted or the event aged out of its delivery window. The last error is stored on the event.
• skipped: the event was intentionally not delivered to that destination; the stored reason explains why.

Every event stores the exact payload sent and the exact platform response. Open the event to see both. There is no guessing involved: the platform's own error message is right there.

Destination statuses

A destination must be active to receive events. Unconfigured means credentials are missing, paused means you switched it off deliberately, and errormeans delivery is consistently failing. Start with the most recent failed event's stored error.

The failures you will actually see

Expired or invalid access token

The single most common failure. Meta and TikTok tokens can be revoked when the person who generated them leaves the business account or changes permissions. Generate a fresh token in the platform's settings and update the destination. New events deliver immediately.

Wrong ID

A pixel ID, pixel code or conversion action ID that points at the wrong (or a deleted) asset fails on every event. Cross-check the ID in the destination against the platform's UI, especially in accounts with several pixels or datasets.

Google authorization errors

For Google Ads, the developer token belongs to a manager account, and that manager account must have access to the Ads customer ID you target. If every Google event fails with an authorization error, link the accounts (or use a token from the right manager account). See Connect Google Ads.

Events arrive but match poorly

Delivery succeeding is not the finish line: the event also has to match a person and a click. If platform match rates are low:

• Send more user_data with your server events. Email and phone move match rates most. See the API reference.
• Pass visitor_idwith every backend conversion so the browser's stored identifiers (click IDs, fbc/fbp) are merged in.
• Confirm the snippet runs on the landing pages your ads point at. Click IDs are captured on first touch, and a missing snippet there means nothing to recover later.

Conversions look double-counted

Deduplication needs both copies of the event to carry the same event_id. If Ads Manager numbers jumped after connecting, check that your browser pixel fires the same deterministic ID your server events use (derived from the order ID, not random). The glossary entry explains the mechanics.

Missing events from a subdomain

The tracking endpoint only accepts data from origins listed in the website's allowed domains. If checkout runs on pay.mystore.com and that origin is not listed, its events are rejected. Add it and they flow.

Validating a new setup

1. Use Meta's test event codeon the Meta destination and watch events arrive in Events Manager's Test Events tab in real time (guide).
2. Send one real conversion end to end and open it in Conversion events: payload sent, response received, status sent for every destination.
3. After 24 hours, check the signal-quality dashboard for delivered vs. failed counts and match rates per destination.

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