Enhanced conversions is a feature that can improve the accuracy of your conversion measurement. It supplements the existing conversion tags by allowing advertisers to send hashed first party customer data from your website in a privacy safe way. The hashed customer data is compared to hashed customer data of signed-in Google accounts and attributed to ad events to help measure your campaign conversions.
After you’ve set up enhanced conversions with Google Tag Manager or set up enhanced conversion with the Google tag, you can validate that your enhanced conversions are effectively working in the enhanced conversions tag diagnostics report. The diagnostics report will help you identify and self-diagnose enhanced conversions implementation issues.
How it works
The enhanced conversions tag diagnostics report helps you diagnose the health of your enhanced conversions tag set-up and understand how effectively you're recovering conversion data.
View your enhanced conversions tag 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 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 notice 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 we haven’t received data yet. It could take up to 48 hours after receiving the 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.
Understand and fix diagnostics report alerts
If there are issues with your enhanced conversions setup, you’ll encounter one or more of the alerts listed below. If one of these alerts appears, follow the instructions below to fix it.
If you've set up enhanced conversions using the automatic method, but you're likely to receive more benefits by implementing enhanced conversions manually using in-page code in your website tag or API.
- To fix this, use one of the following guides to set up enhanced conversions manually:
You need to accept the customer data terms to enable enhanced conversions:
- 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.
Data that is sent prior to accepting the customer data terms won't be processed.
Some of your conversions don’t include any enhanced conversions data fields. This means that the enhanced conversions parameter wasn’t transmitted in some instances when your conversion tag fired. Make sure you’ve set up enhanced conversions correctly on all the pages where your conversion tag is present.
You can use Google Tag Assistant to test each of your conversion pages to determine if you’re sending the enhanced conversions parameter. Check how to verify enhanced conversions implementation using Google Tag Assistant.
After you’ve identified which pages have issues, double check your implementation against the instructions to set up enhanced conversions manually with Google Tag Manager or Google tag.
Some of your conversions don’t include any enhanced conversions data. You’re sending the enhanced conversions data fields, but the data you’re sending is empty.
This issue could be caused by the following:
- User-provided data isn’t available on some of your conversion pages. For example, signed-in customers may not re-enter their first-party information, or it may be collected on the previous page.
- The CSS selector or Javascript variable isn't set up properly or doesn't work in all situations. For example, CSS selectors may not work on all browsers or may function differently on mobile and desktop.
You can use Google Tag Assistant to test each of your conversion pages to determine if you’re sending the enhanced conversions fields. Additionally, you may need to test your conversion setup on different browsers and devices. Check how to verify enhanced conversions implementation using Google Tag Assistant.
After you’ve identified the root cause, you can assess different implementation options to set up enhanced conversions manually with Google Tag Manager or Google tag.
This issue occurs when user data (email, phone number, and address) isn't correctly formatted.
Ensure that you’re passing valid user email addresses (with an “@” symbol) and the phone numbers include a country code.
If the string after “tv.1~em.” isn't a hashed value but is instead showing one of the codes below, you have an error in your enhanced conversion data set up and will need to troubleshoot accordingly. Check how to verify enhanced conversions implementation using Tag Assistant.
| Code | Error |
|---|---|
| Empty or no error code | If you can view “tv.1”, it means the em parameter is present but it’s empty. PII isn't available on the page or the setup is incorrect. |
| e0 |
Field doesn't pass formatting validation checks For example, email doesn't have "@", or phone number has "abcd" |
| e1 | Unsupported Browser. This happens when the conversion occurs in certain legacy browsers. We expect this case to be rare, if you find this situation to have occurred, try to trigger the conversion in an updated Chrome browser. |
| e2 | SHA256 failed. This could be because there were unexpected characters in the input into the hashing function. Try again with a new conversion and set of user identifiers to check if the problem persists. |
| e3 | Web page isn't secure. Enhanced Conversions will only hash user data when the webpage is served in HTTPS protocol not HTTP protocols. |
Your enhanced conversions setup is missing at least one of the following address fields:
- Country
- First name
- Last name
- Postal code
All 4 fields must be sent to be used. Note that if you also send user email, we’ll use email to match to Google signed-in users even when the address is missing or incomplete.
Ensure that all 4 fields are being captured whenever your conversion tag fires. Check instructions to set up enhanced conversions manually with Google Tag Manager or set up enhanced conversions manually with the Google tag.
- First name should be a string of alphabetical characters.
- Last name should be a string of alphabetical characters.
- Country should be a 2-letter country code (for example, 'UK') per the ISO 3166-1 alpha-2 standard.
- Postal code should include the required number of digits such as 5 digits for US postal codes.
Verify enhanced conversions implementation using Tag Assistant
Tag Assistant is a tool that lets you verify your conversion actions directly on your website from your Google Ads account. As you click through each page of your website, debug information will appear in the Tag Assistant badge and give you instructions to resolve the unverified or inactive tag conversions.
Instructions
- Open Google Tag Assistant.
- Enable Debug mode and trigger the conversion action.
- To start a new debug session in Tag Assistant:
- From your web browser, open the Tag Assistant activation page.
- Click Add domain.
- Enter the URL of the page you'd like to debug.
- Click Start.
- Some sites or pages might be broken by an additional debug parameter added to the URL. If so, you can uncheck the box “Include debug signal in the URL”.
- After enabling Debug mode, a new window will launch for the page you entered, with the debug UI opening in the existing Tag Assistant browser window. The debug UI in the Tag Assistant window shows detailed information about your gtag() commands and hits, including how tags are fired and what data is being processed. The debug window will stay open and display debug information while you navigate within the same domain and as long as there's a Google tag (gtag.js) tag on the page.
- As you click through your website, the debug window will update information about how your tags are fired. You can use this information to check if a tag fired successfully, what triggered (or didn't trigger) its firing status, and what network requests were made due to the tag firing.
- To start a new debug session in Tag Assistant:
- Trigger the conversion.
- Navigate to the conversion page on your website where you’ve implemented enhanced conversion. In order to find the conversion page URL use the following steps:
- In the navigation menu on the right, click the tools icon
,and then under “Measurement”, click Conversions.
- Click on the conversion you wish to locate.
- Click the Webpages tab.
- The first column will show the URL where the conversions are taking place.
- In the navigation menu on the right, click the tools icon
- Navigate to the conversion page on your website where you’ve implemented enhanced conversion. In order to find the conversion page URL use the following steps:
- Find the em parameter.
- In the Tag Assistant debug Summary window, click Conversion from the page menu on the left, then click Conversion under the "Output" section. Locate the em parameter under “Hit Details”.
- The em parameter is the SHA256 hash value of the user data that is being sent by the enhanced conversions feature to Google. If you find this em parameter and a proper hash value (a long string of over 10 characters), then enhanced conversion data is being sent successfully.
- If the em parameter is missing entirely, your tag is configured incorrectly such that enhanced conversion data isn’t being sent.
- If the em parameter is present but looks like “tv.1~em.”, you’re sending the enhanced conversion parameter but it’s empty.
- If the em parameter is present but looks like “tv.1~em.e1”, you’re sending the enhanced conversion parameter but there’s an issue with the data you’re sending. Refer to the diagnostic report for additional details on possible errors.
- In the Tag Assistant debug Summary window, click Conversion from the page menu on the left, then click Conversion under the "Output" section. Locate the em parameter under “Hit Details”.
