Enhanced conversions is a feature that improves the accuracy of your conversion measurement. It supplements your existing conversion data by sending hashed first-party customer data in a privacy-safe way. The hashed customer data is then compared to hashed customer data of signed-in Google Accounts and attributed to the ad events to help measure your campaign conversions.
Switch to in-page code or Ads API for better results
After you’ve set up the enhanced conversions in the Google Ads API, validate that your enhanced conversions are effectively working in the enhanced conversions Ads API diagnostics report. The diagnostics report helps you identify the enhanced conversions implementation issues.
How it works
The enhanced conversions Ads API diagnostics report helps you diagnose the health of your enhanced conversions Ads API setup and understand how effectively you're recovering conversion data.
View your enhanced conversions Ads API diagnostics report from the conversions page
- In your Google Ads account, click the Goals icon
.
- Click the Conversions drop-down in the section menu.
- Click Summary.
- In the conversion actions table, click the conversion action that you want to check.
- Select Diagnostics from the navigation menu at the top.
Understand your diagnostic report status
At the top of your diagnostics report, you’ll see one of the following status messages to indicate your overall enhanced conversions setup status:
- Recording enhanced conversions: Enhanced conversions are being recorded and no major issues are detected.
- Enhanced conversions not in use: You haven’t accepted the customer data terms, which are required to enable enhanced conversions. Click 'View customer data terms' to review and accept the terms.
- Waiting to receive enhanced conversion data: You’ve enabled enhanced conversions but Google hasn't received the data yet. It could take up to 48 hours after receiving data to reflect the status. If the status doesn’t change after 48 hours of completing implementation, double check that you’ve followed the instructions to set up enhanced conversions in the Google Ads API.
- Setup issues detected: There are issues with your enhanced conversions setup (additional details below).
- No recent conversion data to process: No recorded conversions in the last seven days. Make sure that your campaigns are active and your ads take people to a web page that contains a conversion action tag.
Types of data quality
There are four types of data quality for your offline diagnostic data: Excellent, Good, Needs attention, and No recent data.
Excellent
'Excellent' indicates that your enhanced conversion setup is active and fully optimised. This status means that it’s recording enhanced conversions as expected.
Good
'Good' indicates that your enhanced conversions setup is active, but there are further improvements available. You can improve your matched conversions by sending more user data.
Needs attention
'Needs attention' indicates that your enhanced conversions setup is active, but there are errors that require your attention. For example, your enhanced conversion setup may have missing information.
No recent data
'No recent data' indicates that enhanced conversions have not recorded data in the last seven days. Make sure that there’s nothing wrong with your setup.
Alerts
You can select and review which conversion actions are affected by the alerts. The alerts will have an icon that matches the status. Once you’ve selected an alert, a conversion action table will appear below the alert panel. This table will change dynamically based on your selection.
Understand and fix diagnostics report alerts
If there are issues with your enhanced conversions setup, you’ll see one or more of the alerts listed below. If you see one of these alerts follow the instructions below to fix it.
Note: The alerts displayed in the diagnostic report are based on the past one day of data unless there isn’t enough data in the past day in which case the alert is based on the past seven days of data.
If there's a very low volume of conversions in the past seven days (less than 20 conversions), alerts won’t be displayed since the volume is too low to properly understand your implementation status. Enhanced conversions are most helpful for advertisers who receive at least 20 conversions per week (including organic and ad-driven conversions).
The Ads API conversion counts and tag conversion counts used in the alerts are deduplicated based on the order ID. So if you send multiple Ads API pings with the same order ID it would count as one Ads API conversion.
Additionally, note that Google cannot count Ads API pings sent without OAuth so your Ads API conversion counts will exclude Ads API pings sent with unsuccessful OAuth.
History
The 'History' section shows the metrics over time to help with validating the performance increase after taking action on an alert. You can also use the metric to self-diagnose issues. This section also shows the enhanced conversions coverage rate as a percentage on the Y axis and date on the X axis.
The enhanced conversions coverage rate is defined as:
# of enhanced conversions coverage with parameter / # of conversion pings
The enhanced conversions coverage rate should be available within hours of enhanced conversion sending requests. This rate is defaulted to the last seven days, but it can be toggled to view the last 30 days.
The Impact table will show a list of conversion actions, their uplift when available and match rates. The Impact table is also scoped to the conversion actions aligned with the overall status.
The table below shows conversion action level impact:
|
Conversion action |
Match rate |
Campaign type |
Reported conversions |
|
Conversion action #1 |
High |
Search |
+3% as of X date |
|
YouTube |
+12% as of X date |
||
|
Conversion action #2 |
Average |
Search |
+4% as of X date |
|
YouTube |
+10% as of X date |
The match rate column is dynamic and gets updated within 24 hours.
Match rate column:
- Number of valid pings <50: Insufficient volume
- Match rate = 0%: No matches
- Match rate = <5%: Very low match rate
- Match rate = 6–25%: Low match rate
- Match rate = 26–50%: Average match rate
- Match rate = 51–100%: High match rate
If there is no match rate data, the pop up will say 'No data'. To avoid fluctuations between high, average or low, a buffer is added for match rate.
The match rate is based on conversion count data.
You need to accept the customer data terms as follows:
- In your Google Ads account, click the Goals icon
- Click the Conversions drop-down in the section menu.
- Click Settings.
- Click Customer data terms.
- Review and accept the terms.
- Click Save.
- Country
- First name
- Surname
- Postcode
We're receiving too few valid Ads API pings relative to tag pings. If you see this alert, it means that your Ads API isn't set up correctly to send order ID, OAuth credentials or hashed user data from your website.
You may see this error for any of the following reasons:
- Your Ads API pings don’t include order ID.
- OAuth is set up incorrectly. Check the instructions to set up OAuth2 if you’ve implemented enhanced conversions in the Google Ads API.
- The user data is incorrectly hashed. Ensure that you use SHA256 to hash your data before sending it to Google.
- Not sending Ads API pings in all situations when your tag fires.
This alert shows if a low percentage of your Ads API pings have a tag ping with a matching order ID. Generally it means that your website tags and Ads API aren't sending the same order ID. It could also indicate that you’re sending too few tag pings relative to Ads API pings.
To address this:
- Ensure that you’re using the same method to generate order IDs for Ads API pings and tag pings.
- Ensure that the relevant conversion tracking tag is present in all cases where you send Ads API pings to ensure parity.
This alert shows if a significant portion of your enhanced conversions Ads API pings have invalid or missing OAuth credentials. Edit your enhanced conversions Ads API code to include the correct OAuth credentials for this account.
This alert shows if a significant portion of your enhanced conversions Ads API pings are missing an order ID. You must include an order ID with all Ads API pings to properly match against tag pings.
This alert shows if no tag pings are present. Ensure that the tag is installed correctly on your website and that tag pings are always sent in addition to Ads API pings. You can send enhanced conversions data via tag using Google Tag Manager or the Google tag. Check how to verify enhanced conversions implementation using Google Tag Assistant.
This alert shows if you’re sending Ads API data more than 24 hours after the conversion time. Edit your enhanced conversions Ads API code to send data within 24 hours after the conversion event happens.
This alert may also show if conversion occurrence time isn’t included in your Ads API pings. Check the Google Ads API instructions to learn how to include conversion time in your Ads API request.
Your enhanced conversions setup is missing email or address (which includes first name, last name, postcode and country). As a result a significant portion of your conversions weren’t processed.
- Remove leading or trailing whitespaces.
- Convert the text to lowercase.
- Remove all periods (.) that precede the domain name in gmail.com and googlemail.com email addresses.
- Remove leading or trailing whitespaces.
- Convert the text to lowercase.
If you have technical questions concerning the Google Ads API (for example, questions directly related to API or SDK usage, errors received from the API or SDK, etc.), please use the troubleshooting steps found on the API technical support page.
If you have questions concerning Google Ads API that relate to the Google Ads UI specifically, please click 'Contact us' at the bottom of the page.
