You are using Google Tag Manager so you have to change

GoogleAnalytics to
import { GoogleTagManager } from '@next/third-parties/google'

Then in layout.tsx

You don't need this code:

As this is automatically added by nextjs,

Then event using:

import { sendGTMEvent } from '@next/third-parties/google'

sendGTMEvent({ event: 'conversion', value: { 'send_to': '/' }})
I hope so this helps

Why do you think that tag doesn't fire? Blue color in Tag Assistant indicates non-standard implementation etc. Try to click on your tag in Tag Assistant and see details.

You always need to call gtag.js before you can utilize the functions in gtag. In the of your HTML document you always place this piece of code:

<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=UA-XXXXXXXXX"></script>
<script>
      window.dataLayer = window.dataLayer || [];
      function gtag(){dataLayer.push(arguments);}
      gtag('js', new Date());

      gtag('config', 'UA-XXXXXXXXX');
      gtag('config', 'AW-XXXXXXXXX', {'send_page_view': false});
</script>

After the initiation, you can send data to GA and in your case Ads. In most cases, the ecommerce data is already available before the page loads. So you should be able to send this information in the :

<script>
gtag('event', 'purchase', {
  "send_to": "AW-XXXXXXXX/<Conversion Label>",
  "transaction_id": "24.031608523954162",
  "affiliation": "Google online store",
  "value": 23.07,
  "currency": "USD",
  "tax": 1.24,
  "shipping": 0,
  "items": [
    {
      "id": "P12345",
      "name": "Android Warhol T-Shirt",
      "list_name": "Search Results",
      "brand": "Google",
      "category": "Apparel/T-Shirts",
      "variant": "Black",
      "list_position": 1,
      "quantity": 2,
      "price": '2.0'
    },
    {
      "id": "P67890",
      "name": "Flame challenge TShirt",
      "list_name": "Search Results",
      "brand": "MyBrand",
      "category": "Apparel/T-Shirts",
      "variant": "Red",
      "list_position": 2,
      "quantity": 1,
      "price": '3.0'
    }
  ]
});
</script>

Source: https://developers.google.com/analytics/devguides/collection/gtagjs/enhanced-ecommerce#2_track_checkout_options https://developers.google.com/adwords-remarketing-tag/

My recommendation is to use Google Tag Manager to enable your Digital Marketing tools instead of in the code. You will get more freedom in the tools you use, but of course, some code changes are still required.

Hopefully, this clarifies stuff.

Cheers, Raoul