TypePlatform

My pixel or tag isn't firing

How to check whether your tracking tags are working, and the most common reasons they aren't.

If a platform reports no conversions, the tag may not be firing. Here is how to check.

Use the official helper tools

  • Google: Google Tag Assistant
  • Meta: the Meta Pixel Helper browser extension, or Test events in Events Manager
  • TikTok: the TikTok Pixel Helper browser extension
  • Microsoft: the UET Tag Helper browser extension

Common causes

  1. Consent. If you rejected cookies on your own banner, the tags won't fire for you. Accept them and test again.
  2. Not published. The tag was added but the site, or Tag Manager container, wasn't republished.
  3. Wrong pages. The base tag must be on every page; the conversion event must be on the right page or action.
  4. Ad blockers. Browser extensions can block tags. Test in a clean browser window.

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