Set up automatic enhanced conversions for web

Enhanced conversions is a feature that can improve the accuracy of your conversion measurement. It supplements your existing conversion tags by sending hashed first party conversion data from your website in a privacy safe way.

The hashed data is then matched with signed-in Google accounts in order to attribute your campaign conversions to ad events, such as clicks or views. Using the automatic method, you can set up enhanced conversions with no changes to the conversion tracking code already on your page, as long as you currently use Google Tag Manager or the Google tag. When you set up automatic enhanced conversions, you select which customer information on your website will be automatically sent to Google for purposes of attributing your campaign conversions to ad events, such as clicks or views.

This article explains how to set up automatic enhanced conversions.

Note: Automatic enhanced conversions is only available in some Google Ads accounts. If this option isn’t available to you, you can manually implement enhanced conversions using methods which may require you to edit code on your page. You can set up enhanced conversions for web manually with Google Tag Manager or set up enhanced conversions for web manually with the Google tag.

Before you begin

You will need to have Google Ads conversion tracking set up using Google Tag Manager or your Google tag. As part of the setup process, Google Ads can automatically check which tagging set up you’re using for you. It’s helpful if you:

  • Know the conversion page URL where the conversion tag fires (for example, the confirmation page URL) and the conversion event trigger (for example, a button click or a page view).
  • Make sure there is first party customer data available (email, full name and home address, and/or phone number) on the page where your conversion tracking tag fires.
  • Make sure you’ve reviewed the enhanced conversion customer data policies and agree to the enhanced conversion terms of service and policies in Google Ads (see steps on this below, under Instructions). It's important that you familiarize yourself with how automatic enhanced conversion setup works so that you can determine whether it is appropriate for your website. For example, if your web pages have chat or email messaging functionality, you may want to use the opt-out options listed in the section below on “Managing which pages use automatic enhanced conversions.” Without explicit opt-out of web pages that may contain chat or email messaging functionality, you understand that automatic enhanced conversions may include first-party customer data such as email addresses in such communications as a part of your conversion tracking data.


  1. Sign in to your Google Ads account.
  2. In the upper right corner of your account, click the tools icon Google Ads | tools [Icon] and under "Measurement," click Conversions.
  3. Open the conversion action for which you would like to use enhanced conversions.
  4. In the “Enhanced conversions” section at the bottom, click Turn on enhanced conversions.
  5. Click Agree to the compliance statement. By turning on enhanced conversions you confirm that you comply with our policies. The Google ads Data Processing Terms apply to your use of enhanced conversions.
Note: If you plan to use Google Tag Manager, before accepting the terms of service, make sure you already have a conversion tracking tag set up in the Google Tag Manager container you plan to use for enhanced conversions. If you don’t have that set up your container may not be enabled correctly for enhanced conversions. Your Google Tag Manager account will be enabled for enhanced conversions within 5 days of signing the terms of service.
  1. Check your website for the Google tag by entering your landing page URL and clicking Check URL.

Note: If there are any login or purchase requirements to visit the webpage, the check will not work. If no tags are detected, review the section “What to do if no tags are detected” below.

  1. In “Tag type” you should be defaulted to either Google Tag Manager or your Google tag. Whichever method you used to set up website tags will also be used to set up enhanced conversions.
Note: If you have the Google tag and Google Tag Manager, you will be able to choose and the “Google tag” is recommended.
  1. If you are using the Google tag, you will be defaulted into using the “Automatic Setup” if available, and can complete your setup from this screen. If you are using Google Tag Manager, you can click Save, and open your Google Tag Manager account where you can complete the rest of the set up.


  1. Next you will select which pieces of customer information you would like to use for enhanced conversions. At this time, only Email is available, but in the future other options like Address and Phone Number might be available.
  2. Click Save. You will see a notification that Google needs some time to evaluate if your conversion will work properly with the “Automatic Setup”. You can check back in about 1 week to review the status of your conversion action and see if any action needs to be taken.

This successfully implements enhanced conversions for this conversion action. Repeat these steps for each conversion action where you’d like to implement enhanced conversions.

Completing Automatic Setup in Google Tag Manager

First, make sure that you have waited 5 days after signing the Terms of Service in your Google Ads account. After that has happened you can check your conversion tracking tags in Google Tag Manager to see if those are enabled for enhanced conversions and proceed with the implementation.

  1. Sign in to your Google Tag Manager account.
  2. Click Workspace, then click Tags from the navigation menu.
  3. Select the Google Ads conversion tracking tag you’d like to implement enhanced conversions with and edit that tag
    • If you haven’t set up your Google Ads conversion tracking tag in your Google Tag Manager account, learn more about Google Ads conversions.
    • Make sure this conversion action has the same conversion tracking ID and label as the conversion action you enabled enhanced conversions for in your Google Ads account.
  4. Click Include user-provided data from your website.
    • If you do not see this, make sure you have signed the terms of service in the Google Ads account managing the conversion action you are setting up enhanced conversions for. If you believe you’ve done this, waited 5 days, and still don't see the “Provide enhanced conversion” data field in Google Tag Manager contact your Google representative or Google support if you don't have a representative.
  5. Under User Data, select New Variable and then select User provided data.
  6. Select Automatic collection.
  7. Click Save for the variable and then save the conversion tracking tag.

Troubleshoot automatic enhanced conversions

Why is “Automatic Setup” not available?

If you are eligible for enhanced conversions, there are at least two options to set up enhanced conversions:

You may also have an “Automatic Setup” option that is recommended when available. If you don’t see this option, that means your conversion action is not eligible for this feature and you should use one of the manual options available.

Some of the reasons the Automatic Setup option may not be available are:

  • There is no customer data detected on the conversion page for that conversion action.
  • The conversion action fires on multiple different pages where customer data is stored in a variety of unique ways.
  • There is not enough conversion data for the automatic setup option to learn from.
What to do if no tags are detected

If you see a “no tag detected error” when trying to activate enhanced conversions, you have an error in your website URL or Google tag:

Managing which pages use automatic enhanced conversions

Automatic enhanced conversions are most effective at measuring conversions accurately when it is used on all pages. When you agree to the enhanced conversions terms of service and turn on enhanced conversions, it will be used on all pages where you have installed Google Ads conversion tracking tags.

If you’d like to specifically disable certain pages from automatic enhanced conversions, you can do so by:

  • If you’re using the Google tag - you can edit the following code snippet to opt out of certain pages from enhanced conversions adding XYZ parameters.

In the gtag.js event snippet, add the the highlighted parameters below to a specific web page to opt out of that specific web page from enhanced conversions.

gtag('config', 'TAG_ID', {'allow_enhanced_conversions': false});

  • If you’re using Google Tag Manager you can opt out of specific web pages from enhanced conversions by ensuring the trigger rules on your Google Ads Conversion Tag with enhanced conversions doesn't fire on a specific page. Learn more from Edit conversion action sets.

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