Setting Up Google Ads Enhanced Conversions for Web

Google Ads Enhanced Conversions is a powerful measurement feature that improves the accuracy of your conversion attribution. Not a tool that tracks conversions by itself, it works together with your existing conversion tracking setup by sending hashed first-party customer data to Google in a privacy-safe way. This allows Google to more accurately match conversions to ads and significantly enhance bidding performance.

Google offers two types of Enhanced Conversions: Enhanced Conversions for Web (online or website-based conversions) and Enhanced Conversions for Leads (lead submissions and offline conversion matching). 

This guide explains how Enhanced Conversions (Web) works and provides clear, updated instructions to help you manually configure it in your Google Ads account.

Introduction to Enhanced Conversions

Enhanced Conversions strengthens your existing Google Ads conversion tracking by sending hashed first-party customer data to Google when a user completes a conversion on your website. Google uses this data to improve conversion modeling and match rates—especially in cases where third-party cookies are limited.

This feature supports online conversion actions such as:

• purchases
• sign-ups
• add-to-cart or lead submissions (if the user provides identifiable data)

Enhanced Conversions uses SHA-256 hashing and requires merchants to agree to Google’s Customer Data Terms before activation. For more details, refer to Google’s official article: "About enhanced conversions for web."

How Enhanced Conversions Work

Enhanced Conversions supplements your existing Google tag (gtag.js) or Google Tag Manager setup. When a conversion happens and your site captures customer information (e.g., email or phone on checkout), Google:

1. Collects user-provided data from your website.
2. Normalizes and hashes the data using SHA-256 (either automatically or via your JavaScript configuration).
3. Sends hashed data to Google to improve conversion attribution.
4. Improves reporting accuracy and Smart Bidding performance.

Supported identifiers include:

• Email
• Phone number
• Name
• Address (street, city, region, postal code, country)

Configuring Enhanced Conversions Using Google Tag

Follow the steps below to manually set up Enhanced Conversions (Web) in Google Ads using the Google tag method:

1. Log in to your Google Ads account.

2. In the left navigation menu, go to Goals > Conversions > Settings.

   

3. Locate the Enhanced conversions option and click on the down arrow icon on the right.

   

4. Check Turn on enhanced conversions and select Google Tag as the method for managing your data. Then, click Tag details.

   

5. Google Ads provides three methods for capturing customer data:

   

   • Add a code snippet to your website: Use this if you want to pre-hash data manually before sending it. 
   • Automatically detect user-provided data (Recommended): Google scans your page to automatically identify fields such as email or address based on your settings.

   • Specify CSS selectors or JavaScript variables: Use this if auto-detection cannot identify fields on your website. When selecting this option, enter the relevant parameters.

     Customer Information Field	JavaScript Parameter
     Email	enhanced_conversion_data.email
     Phone Number	enhanced_conversion_data.phone_number
     First Name	enhanced_conversion_data.address.first_name
     Last Name	enhanced_conversion_data.address.last_name
     Street	enhanced_conversion_data.address.street
     City	enhanced_conversion_data.address.city
     Region / State	enhanced_conversion_data.address.region
     Postal Code	enhanced_conversion_data.address.postal_code
     Country	enhanced_conversion_data.address.country

6. Click Save to apply and activate Enhanced Conversions for the selected conversion action.

Validating Your Implementation

Google recommends validating your Enhanced Conversions setup after data starts flowing.

Where to Check Status

1. Go to Goals > Conversions > Summary, and click the Diagnostics tab.

2. Review the implementation status in the Enhanced Conversions section. Click See details to view the diagnostic results.

   

When Data Appears

• Diagnostics typically updates within 48–72 hours after Google receives Enhanced Conversion data.
• Impact/reporting lift metrics may take up to 30 days to appear.

What You Should See

You may see statuses such as:

• Recording enhanced conversions
• Receiving enhanced conversion data
• Waiting for enhanced conversion data
• Issues detected (with recommended fixes)

If Google cannot detect customer data, ensure:

• the fields exist on the conversion page
• your tag fires after the customer info is available
• your CSS/JS selectors or variables are correctly configured