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.
Note: This article only covers the enhanced conversions Ads API diagnostics report. If you used a Google tag or Google Tag Manager to implement enhanced conversions, you can read about the
enhanced conversions tag diagnostics report.
How it works
The enhanced conversions Ads API diagnostics report helps you diagnose the health of your enhanced conversions Ads API set-up and understand how effectively you are 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.
Note: If it seems like there is an issue with the enhanced conversions for any of your conversion actions, the tracking status for that conversion action will be “Check enhanced conversions”. If you hover over that status, you can click "Go to diagnostics" and you will go to the conversion diagnostics report to diagnose any potential issues.
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 7 days. Make sure your campaigns are active and your ads take people to a webpage that contains a conversion action tag.
Types of data quality
There are 4 types of data quality for your offline diagnostic data: Excellent, Good, Needs attention, and No recent data. Your data quality correlates with alerts. If there's no action for you to take, then you'll see an Excellent status.
Excellent
“Excellent” indicates that your enhanced conversion setup is active and fully optimized. 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 7 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 7 days of data.
If there's a very low volume of conversions in the past 7 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.
Coverage
This section shows metrics over time to help validate your performance increase after taking action on an alert. You can also use the metric to identify when an issue occurred and how long it’s been affecting performance.
For enhanced conversions, this section shows what percentage of your eligible conversion events include sufficient user provided data over time. This is known as your enhanced conversions coverage rate. A higher percentage indicates that you are maximizing your campaign performance. A lower percentage may indicate a loss in conversions. If no data appears, you may have insufficient data to render the percentage.
The enhanced conversions coverage rate is defined as:
# of enhanced conversions events with parameter / # of conversion events
The enhanced conversions coverage rate should be available within hours of enhanced conversion sending requests. This rate is defaulted to the last 7 days, but it can be toggled to view the last 30 days.
The chart is scoped to the conversions filter on the top. The enhanced conversions coverage rate will be aggregated across the conversion actions included in that page filter. Filtering conversions at the top of the page will edit the conversions of this page and other status pages. This same filter controls the “History” section.
To improve your enhanced conversions coverage:
- Make sure all of your eligible web conversions have enhanced conversions enabled.
- Address all issues located at the top of the page in the alerts section.
Impact
The Impact table will show a list of conversion actions, their coverage, match rate and conversion uplift. The Impact table is also scoped to the conversion actions aligned with the page filter.
- Coverage shows the percentage of your eligible conversion events with sufficient user provided data.
- Match rate indicates how well your user provided data matches with Google signed-in data.
- Conversion uplift shows the increased conversions reported from your user provided data.
The table below shows conversion action level impact:
|
Conversion action
|
Coverage
|
Match rate
|
Campaign type
|
Reported conversions
|
|
Conversion action #1
|
20%
|
Low
|
Search
|
+3% as of X date
|
|
YouTube
|
+12% as of X date
|
|
Conversion action #2
|
40%
|
High
|
Search
|
+4% as of X date
|
|
YouTube
|
+10% as of X date
|
The match rate column is dynamic and gets updated within 24 hours. Conversion uplift is only available for 30 days after enhanced conversions starts working. When sufficient data has been met for accuracy purposes, a coverage and match rate will persist.
Match rate column:
- Unknown Value: When privacy concerns are not satisfied.
- INSUFFICIENT_VOLUME: Number of valid pii pings is < 20
- NO_MATCHES: Number of matches is exactly Zero
- LOW: Match Rate is between 0% and 15%
- HIGH: Match Rate is >15%
The match rate is based on conversion count data.
To improve your coverage, match rate, and conversion uplift:
- Make sure all of your eligible web conversions have enhanced coversions enabled.
- Address all issues located at the top of the page in the alerts section.
- Send more forms of user provided data, like address and phone number.
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.
This alert shows if your enhanced conversions setup is missing at least one of the following fields:
- Country
- First name
- Last name
- Postal code
It’s crucial to fill all the 4 fields. Note that if you also send user email, Google will use email to match to the signed-in users even when the address is missing or incomplete.
We are receiving too few valid Ads API pings relative to tag pings. If you see this alert, it means your Ads API isn't set up correctly to send order ID, OAuth credentials, or hashed user data from your website.
You may view 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 SHA-256 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 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.
Note: This alert only shows for the legacy enhanced conversions Ads API. It doesn't appear when using the Google Ads API since Google doesn’t receive pings sent through the Google Ads API that lack OAuth.
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.
Note: This alert only shows for the legacy enhanced conversions Ads API. It doesn't appear when using the Google Ads API since Google doesn’t receive pings sent through the Google Ads API that lack order ID.
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.
This alert shows if your Ads API pings aren’t being processed due to lack of user agent. Edit your
enhanced conversions Ads API code to include user agent with conversion data.
This alert shows if the same conversion action records both website conversions and app conversions. You may be sending website conversions via tag or Ads API in addition to app conversions. You should use separate conversion actions for web and app. To fix the issue,
create a new conversion action to capture app conversions.
Your enhanced conversions setup is missing email or address (which includes first name, last name, postal code, and country). As a result a significant portion of your conversions weren’t processed.
Note: This alert only shows when sending App data using the legacy enhanced conversions Ads API.
This alert means that the email addresses you’re providing are incorrectly formatted and therefore aren’t matching up with Google signed-in users.
For privacy concerns, email addresses must be hashed using the SHA-256 algorithm before being sent via Ads API. In order to standardize the hash results, prior to hashing the data field you must:
- 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.
This alert means that the address data fields you’re providing are incorrectly formatted and therefore aren’t matching up with Google signed-in users.
For privacy concerns, addresses must be hashed using the SHA-256 algorithm before being sent via Ads API. In order to standardize the hash results, prior to hashing the data field you must:
- Remove leading or trailing whitespaces.
- Convert the text to lowercase.
This alert means that the enhanced conversions data you’re providing is matching at a lower than expected rate with Google logged-in users. This could mean that not many of your customers have Google accounts or that they tend to provide identifying information that’s different from what’s included in their Google accounts.
You can improve your match rate by sending additional user identifiers. There are 3 user identifiers used by enhanced conversions as match keys: email, address, and phone number. To improve your match status, the best practice is to provide as many match keys as you can. Providing more match keys will increase the odds that your data can match and improve the accuracy of your conversion reporting.
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.
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