Set up enhanced conversions for web using Google Tag Manager

Enhanced conversions for web 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 feature uses a secure one-way hashing algorithm called SHA256 on your first-party customer data, such as email addresses, before sending to Google. The hashed data are then matched with signed-in Google Accounts to attribute your campaign conversions to ad events, such as clicks or views.

This article describes how to set up enhanced conversions for web using the Google Tag Manager. You can also set up enhanced conversions for web with the Google tag or set up enhanced conversions for web with the Google Ads API.

Before you begin

Review the following requirements before starting setup:

Know the conversion page URL where the conversion tag fires (such as the confirmation page URL) and the conversion event trigger (for example, a button click or a page view).
Make sure that 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.
This implementation requires knowledge of how conversion tracking is set up on your website and some code changes, so make sure that you're able to speak with your development team as required.
Ensure that you've reviewed and confirmed that you can comply with the customer data policies for enhanced conversions in Google Ads (view steps on this below, under 'Instructions').
If you set up conversion using URL, you can only set up enhanced conversions using the JavaScript or CSS selectors options or automatic enhanced conversions.
If this is your first time setting up enhanced conversions, it’s recommended that you configure user-provided data (UPD) controls using the 'Allow user-provided data capabilities' page in your Google tag settings in Google Ads, Google Analytics and Campaign Manager 360.

Note: We’ve made a series of updates to help you better understand the impact of enhanced conversions on your reporting. You can now see the impact of your enhanced conversions with new results available in your conversion action table. Learn more about enhanced conversions for web impact results.

Set up enhanced conversions using 'Allow user-provided data capabilities' with Google Tag Manager

If this is your first time setting up enhanced conversions, follow the onboarding instructions below.

Sign in to your Google Ads, Google Analytics or Campaign Manager 360 account.
Go to your Google tag settings.
Click Allow user-provided data capabilities. This enables user-provided data to be included in your measurement.
Next, choose your preferred set-up method for data collection:
Click Save.

Note: It’s recommended that you set up enhanced conversions by enabling the collection of user-provided data within the Google product that you’re using, and accepting the enhanced conversion Terms of Service. You can then configure the Allow user-provided data capabilities setting of your Google tag through Data Manager. Learn how to configure your Google tag settings.

If event-specific user-provided data settings are needed, you can override the tag-wide user-provided data by setting the user_data parameter within your event tags in Google Tag Manager.

Set up enhanced conversions for web in Google Ads with Google Tag Manager

Go to Settings within the Goals menu .
Expand the 'Enhanced conversions for web' panel.
Tick 'Turn on enhanced conversions for web'.
Review the compliance statement and select Agree.
- Note: To enable enhanced conversions, you must confirm that the Google Ads Data Processing Terms apply to your use of enhanced conversions and you’ll comply with our policies.
In the drop-down, choose a method for setting up and managing user-provided data.
Select Google Tag Manager.
- Note: If you send Google enhanced conversions data in a way that’s different from what you’ve already selected in Google Ads, that data may not be processed. For example, if you select 'Google tag' and try to send data through the API, the data sent through the API won’t be processed.
If you’re not sure which tagging method to select, click Which method should I use?
Enter your website domain and select Check URL to view suggestions.
Select Go to Google Tag Manager and follow the instructions below to complete the set-up process in Google Tag Manager.

Complete enhanced conversions setup in Google Tag Manager using the Google tag

Deploy or ensure that a Google tag is already deployed with the relevant Google Ads account as a destination. Navigate to this Google tag in your container. Select Manage. Select Allow user-provided data capabilities. Learn more about Configure your Google tag settings.

Here you can decide how you’d like to capture user-provided data in your tag:

Automatically detect user-provided data: Automatically inspect the page for strings that match a pattern for the configured data types. This method requires minimal effort and works well for most advertisers. For more control, consider adding a code snippet to your website or specifying CSS selectors or JavaScript variables. You can specify CSS selectors to be excluded when automatic detection is turned on by clicking Add exclusions.
Specify CSS selectors or JavaScript variables: Manually specify CSS selectors or JavaScript variables on your page that contain relevant user-provided data. If you’d like to use this method, select this option and follow the instructions below.
Add a code snippet to your website: Add a code snippet on your website that sends hashed customer data for matching. This method improves the accuracy of enhanced conversions by ensuring that you consistently send properly formatted data whenever your conversion tag fires. If you use this method, you don’t have to select a box under 'Tag details'. We’ll automatically process any user-provided data that you send us through a code snippet. You can use a combination of options. For example, you can select 'Automatically detect user-provided data' to apply automatic detection across all your conversion actions and use a code snippet for specific conversion events of your choosing. Data provided through a code snippet is prioritised over automatically detected data. See more instructions below in Set up enhanced conversions using 'manual configuration' in Google Tag Manager.

Complete enhanced conversions setup using the Google tag and the user-provided data collection in Google Tag Manager

Alternatively, you may set up enhanced conversions in your Google tag but manage user-provided data collection in Google Tag Manager. Follow the steps above through deploying a Google tag. Navigate to the event tag in GTM for which you’d like to collect user-provided data.

Note: It is a best practice to use the ID attribute to retrieve the value from a DOM element. IDs are unique and less likely to change over time than other properties, such as class names or names. They also aren’t affected by layout changes, which means that your code will still work even if the layout of your page changes.

If a field doesn’t already have an ID, you can add one by using the ID attribute in the HTML. For example:

<input type="text" id="myTextField">

After you complete the setup in Google Tag Manager, you can validate your implementation to make sure that enhanced conversions is set up correctly.

Note: After about 30 days, you’ll be able to view the impact of enhanced conversions on your reporting. Learn more about enhanced conversions for web impact results.

Set up enhanced conversions using 'automatic collection' in Google Tag Manager

You can set up automatic enhanced conversions in 2 different ways:

Standard automatic enhanced conversions: Use this method when user-provided data (email, phone number or address) is available on the conversion event page. For example, if your conversion event page is the purchase confirmation page and user email is visible on that page, use this method.
Automatic enhanced conversions with the user-provided data event tag: Use this method when customer data (email, phone number or address) isn't available on the conversion event page but is available on a previous page. For example, if your conversion event page is the purchase confirmation page and user email is entered on a page prior to the purchase confirmation page, use this method.

Note: If you use the user-provided data event tag method, first-party customer data such as email, phone and address will be automatically detected on pages that users visit before reaching the conversion page. With this setup, you authorise Google to use an ads cookie to collect hashed, first-party customer data on your behalf and to connect that data with subsequent conversion events occurring within the same user session on your behalf. All data that isn't connected to a conversion is deleted. If you implement consent mode, the ads cookie will be subject to the ad_storage consent status of the consent mode feature, where implemented.

Containers with Google Ads and Floodlight tags automatically initiate a Google tag before an event is sent, so no additional conversion linker tags are necessary. Note that if your container includes a Google tag on each page, the Conversion Linker should be integrated. Learn more about Conversion Linker.

Set up automatic enhanced conversions with the user-provided data event tag

Sign in to your Google Tag Manager account.
Select Workspace, then select Tags from the navigation menu.
Select New to create a new tag.
Select Tag configuration and select Google Ads user-provided data event.
Fill in your Google Ads conversion tracking ID.
- Make sure that this conversion action has the same conversion tracking ID and label as the conversion action that you enabled enhanced conversions for in your Google Ads account.
In the drop-down menu, select New variable.
Select Automatic.
Name the variable.
Select Save.
Select Triggering in the Google Ads user-provided data event tag. This is where you anticipate that the user data will be available.
Select the plus icon.
Select Trigger configuration.
Select Form submission.

Note: You must select 'Form submission' for enhanced conversions to work properly.
Select All Forms.
Select Save and then save your new Google Ads user-provided data event tag.

Set up enhanced conversions using 'manual configuration' in Google Tag Manager

Find enhanced conversions variables

Using the Chrome browser, navigate to the page where user-provided data appears.
- User-provided data may appear on the conversion page of your website or on a page that comes before the conversion page, such as a form submission page that comes before your purchase confirmation page. Identify any customer data that is displayed on the page that you wish to send to Google. As an example, your page may display a thank-you message and include a customer email address after a purchase.
  Note: At least one of the following fields must be provided:
  - Email (preferred)
  - Address (first name, last name, postcode and country are required).
    
    Optional: Street address, city and region as additional match keys.
  - A phone number can also be provided as a standalone match key but is recommended to be sent along with an email.
Once you've identified the customer data on the page, you'll now need to follow the next step to copy the CSS selectors and enter those into Google Tag Manager (or utilise existing data layer variables if they already exist) so your enhanced conversion tag knows which pieces of data to hash and send to Google. It’s important that you keep this conversion page tab open.

Enable enhanced conversions in Google Tag Manager

In a separate tab, open Google Tag Manager.

You can set up manual enhanced conversions in 2 different ways:

Standard manual enhanced conversions: Use this method when user-provided data (email, phone number or address) is available on the conversion event page. For example, if your conversion event page is the purchase confirmation page and user email is visible on that page, use this method.
Manual enhanced conversions with the user-provided data event tag: Use this method when user-provided data (email, phone number or address) isn't available on the conversion event page, but is available on a previous page. For example, if your conversion event page is the purchase confirmation page and user email is entered on a page prior to the purchase confirmation page, use this method. In this method, you’ll identify CSS selectors and JavaScript variables that contain user-provided data on pages that come before the conversion page.

Containers with Google Ads and Floodlight tags automatically initiate a Google tag before an event is sent so no additional conversion linker tags are necessary. Note that if your container includes a Google tag on each page, the Conversion Linker should be integrated. Learn more about Conversion Linker.

Set up standard manual enhanced conversions

Sign in to your Google Tag Manager account.
Select Workspace, then select Tags from the navigation menu.
Select the Google tag associated with your Google Ads conversion action where you’d like to implement enhanced conversions with and edit that tag.
Expand the Event parameters section and click Add parameter.
Enter user_data in the 'Event parameter' field.
In the 'Value' field, select or create a user-provided data variable.
In the 'User-provided data' variable, select Manual configuration.
- You may also select 'Code' if you'd like to use custom JavaScript or other data objects to send your data through Google Tag Manager. This method requires data to be formatted in a particular way, so if you’d like to do this, you can read the 'Code' instructions below. Here you'll see 'User provided data' at the top of the page, followed by all the pieces of customer data which you can include as part of your enhanced conversion tag.
For the relevant user data field that you'd like to provide via enhanced conversions, click on the drop-down menu and select New variable.

Note: If you already have unhashed variables in your data layer (whether using CSS selectors or other variable types), you can select those instead of creating new variables. If you aren’t sure, continue through the instructions.
In the 'Variable Configuration' screen, select Choose a variable type to begin setup. In the 'Choose Variable Type' screen, select DOM Element.
Back on the 'Variable Configuration' screen, change 'Selection Method' in the drop-down menu to 'CSS Selector'.
Give your variable a title.
Enter the CSS selector that references your users’ data into the 'Element selector' input field (review the section below on how to find the CSS selector). You can leave the 'Attribute name' field blank.
Select Save for the variable and then save the Google tag.

Set up manual enhanced conversions with the user-provided data event tag

Sign in to your Google Tag Manager account.
Select Workspace, then select Tags from the navigation menu.
Select New to create a new tag.
Select Tag configuration and select Google Ads user-provided data event.
Fill in your Google Ads conversion tracking ID.
- Make sure that this conversion action has the same conversion tracking ID and label as the conversion action that you enabled enhanced conversions for in your Google Ads account.
In the drop-down menu, select New variable.
Select Manual configuration.
- You may also select 'Code' if you'd like to use custom JavaScript or other data objects to send your data through Google Tag Manager. This method requires data to be formatted in a particular way, so if you’d like to do this, you can read the 'Code' instructions below. Here you'll see 'User provided data' at the top of the page, followed by all the pieces of customer data which you can include as part of your enhanced conversion tag.
For the relevant user data field that you'd like to provide via enhanced conversions, select the drop-down menu and select New variable.

Note: If you already have unhashed variables in your data layer (whether using CSS selectors or other variable types), you can select those instead of creating new variables. If you aren’t sure, continue through the instructions.
In the 'Variable Configuration' screen, select Choose a variable type to begin setup. In the 'Choose Variable Type' screen, select DOM Element.
Back on the 'Variable Configuration' screen, change 'Selection Method' in the drop-down menu to 'CSS Selector'.
Give your variable a title.
Enter the CSS selector that references your users’ data into the 'Element selector' input field (see section below on how to find the CSS Selector). You can leave the 'Attribute name' field blank.
Select Save.
Select Triggering in the Google Ads user-provided data event tag. This is where you anticipate that the user data will be available.
Select the plus icon.
Select Trigger configuration.
Select Form submission.

Note: You must select 'Form submission' for enhanced conversions to work properly.
Select All Forms.
Select Save and then save your new Google Ads user-provided data event tag.

The next step will show you how to copy the CSS selectors from your conversion page and paste them into these enhanced conversion variables. It’s important that you keep this page tab open.

Identify enhanced conversions CSS selectors and input them into Google Tag Manager

To identify the CSS selectors to input into the enhanced conversions tag fields (for example, email, phone, etc.), follow these steps. If you already have unhashed variables in your data layer, you can select those instead of creating new CSS variables. If you aren’t sure, continue on with these instructions:

Navigate back to your website (don’t close your Google Tag Manager page).
Identify the customer data you want to send with enhanced conversions. This data may appear on the conversion page or may appear on another page, such as the form submission page just before the purchase confirmation page. Use your mouse to right-click on top of it and select Inspect.
- For example, if you are trying to capture an email address, make sure that you are right selecting the email address (for example, example@email.com)
You will find the Chrome Developer Tools launch within your Chrome browser.
Within the source code presented in the Chrome Developer Tools page, you will find a portion of the code highlighted. This highlighted code is the page element where you need to extract CSS selectors for the customer data that you right-clicked in Step 2 of this section.
Hover your mouse over the highlighted code and right-click it.
Scroll down to 'Copy', then select Copy Selector.
In your other tab, with Google Tag Manager open, paste that text in the 'Element selector' field.
- For reference, it should look something similar to but not exactly like this:
  tsf > div:nth-child(2) > div.A8SBwf > div.RNNXgb > div > div.a4bIc > custEmail
Select Save.
Repeat Steps 2–8 of this section for each different piece of customer data (for example, email, name and address, etc.) by copying the CSS selector into a new variable for each customer data variable in Google Tag Manager.
In Google Tag Manager, select Save.

Set up enhanced conversions using 'Code' in Google Tag Manager

Identify and define your enhanced conversions variables

First you’ll need to make sure that the variables that you need like email, address and phone number are available on the conversion page where the Google Ads conversion tag fires. This will likely be the case on conversion pages for purchases, sign-ups and other similar conversion types that often require customer data. If you are unsure which page this is, you should contact your developer.

Once you’ve confirmed that the information is available, you’ll need to store that customer data on your page as global JavaScript variables so they can be used by the enhanced conversions tag (which we’ll get to in the next section).

Note: At least one of the following fields must be provided:

Email (preferred)
Address (first name, last name, postcode, country are required). You have the option to provide the street address, city and region as additional match keys.
A phone number can also be provided as a standalone match key but is recommended to be sent along with an email

You can either send unhashed data, which Google will normalise and hash before the data reaches the servers, or normalised and hashed data. If you decide to normalise and hash the data, follow the instructions below.

For normalisation:

Remove leading or trailing whitespaces.
Convert the text to lowercase.
Format phone numbers according to the E.164 standard.

For hash:

Use hex SHA256.

The table below lists more information about the customer data variables that you can define. You can name the variables however you’d like, and the 'Key Name' column indicates how they will be referenced in the enhanced conversions tag (more about that in the next step). Note that all data should be passed as string type variables. Also, when defining name and address, be sure to define each component as an individual variable (for example, first name, last name).

Data field	Key name	Description
Email address	`email`	User email. Example: ‘jdoe@example.com’
Email address	`sha256_email_address`	Hashed user email. Example: ‘a8af8341993604f29cd4e0e5a5a4b5d48c575436c38b28abbfd7d481f345d5db’
Phone number	`phone_number`	User phone number. Must be in E.164 format, which means it must be 11–15 digits including a plus sign (+) prefix and country code, with no dashes, parentheses or spaces. Example: ‘+11231234567’
Phone number	`sha256_phone_number`	Hashed user phone number. Example: ‘e9d3eef677f9a3b19820f92696be53d646ac4cea500e5f8fd08b00bc6ac773b1’
First name	`address.first_name`	User first name. Example: 'John'
First name	`address.sha256_first_name`	Hashed user first name. Example: ‘96d9632f363564cc3032521409cf22a852f2032eec099ed5967c0d000cec607a’
Surname	`address.last_name`	User last name. Example: 'Doe'
Surname	`address.sha256_last_name`	Hashed user last name. Example: ‘799ef92a11af918e3fb741df42934f3b568ed2d93ac1df74f1b8d41a27932a6f’
Street address	`address.street`	User street address. Example: '123 New Rd'
City	`address.city`	User city name. Example: `Southampton’
Region	`address.region`	User province, state or region. Example: `Hampshire’
Postcode	`address.postal_code`	User post code. Example: 'SO99 9XX'
Country	`address.country`	User country code. Example: 'UK'. Use 2-letter country codes, per the ISO 3166-1 alpha-2 standard.

The next steps will be to enable enhanced conversions in Google Tag Manager and reference the customer data variables that you just created. It may be helpful to keep the names of your customer data variables handy as you’ll need them in future steps.

Enable enhanced conversions in Google Tag Manager and create the custom JavaScript variable

Sign in to your Google Tag Manager account.
Select Workspace, then click Tags from the navigation menu.
Select the Google tag associated with your Google Ads conversion action where you’d like to implement enhanced conversions with and edit that tag.
Expand the Event parameters section and click Add parameter.
Enter user_data in the 'Event parameter' field.
Create a 'User-provided data' variable in the 'Value' field.
In the new 'User-provided data variable', select Code.
In the 'Data source' drop-down menu, choose New variable.
Select Custom JavaScript in the 'Variable configuration' section.
Copy the following code into the custom JavaScript variable:

function () {

return {

"email": yourEmailVariable , // replace yourEmailVariable with variable name that captures your user’s email

"phone_number": yourPhoneVariable , // repeat for yourPhoneVariable and following variable names below

"address": {

"first_name": yourFirstNameVariable ,

"last_name": yourLastNameVariable ,

"street": yourStreetAddressVariable ,

"city": yourCityVariable ,

"region": yourRegionVariable ,

"postal_code": yourPostalCodeVariable ,

"country": yourCountryVariable

}

}

}

Code samples for normalised and hashed variables:

Note: You can also hardcode the field with a string or use a function instead of using variables.

// Implement <script> gtag('set', 'user_data', {
"sha256_email_address": yourNormalizedandHashedEmailVariable,
"sha256_phone_number": yourNormalizedandHashedPhoneVariable,
"address": {
"sha256_first_name": yourNormalizedandHashedFirstNameVariable,
"sha256_last_name": yourNormalizedandHashedLastNameVariable,
"city": yourCityVariable,
"region": yourRegionVariable,
"postal_code": yourPostalCodeVariable,
"country": yourCountryVariable
} }); </script>

If you'd like to provide hashed user data values, you can use the following example snippet:

async function processUserData() { const userData = {
'sha256_email_address': await hashEmail(email.trim()),
'sha256_phone_number': await hashPhoneNumber(phoneNumber),
'address': {
'sha256_first_name': await hashName(firstName),
'sha256_last_name': await hashName(lastName),
'city': city,
'region': region,
'postal_code': postalCode,
'country': country,
}, }; return userData;

The phone number must be in E.164 format, which means it must be 11 to 15 digits including a plus sign (+) prefix and country code with no dashes, brackets or spaces.
For each type of customer data in the code above, replace the placeholder variables (for example, yourEmailVariable) with the name of the global JavaScript variable containing that piece of customer data on your conversion page.
- As a reminder, at least one of the following fields must be provided:
  - Email (preferred)
  - Address (first name, last name, post code and country are required)
  - A phone number can also be provided as a standalone match key but is recommended to be sent along with an email.
- Note that if your site doesn't collect one of those fields, remove the field entirely, rather than leaving it blank. For example, a website that only collects emails and phone numbers would create a custom JavaScript variable that looks like this:
  
  function () {
  
  return {
  
  "email": yourEmailVariable ,
  
  "phone_number": yourPhoneVariable
  
  }
  
  }
Select Save.

You've now set up enhanced conversions for that conversion action. The next step is to validate that it’s working properly. Go to the 'Validate your implementation' section below.

Validate your implementation

To verify if your enhanced conversions implementation is working correctly, navigate to your conversion page (you may have to complete a test conversion to do this) and follow these steps. It’s best practice to do this immediately after implementing enhanced conversions, so any changes can be made if it's not working properly.

Validate your implementation using Chrome Developer Tools

Right-click on your webpage.
Select Inspect.
Select the 'Network' tab.
Enter 'google' in the search bar.
Find the network request that's going to 'googleadservices.com/pagead/conversion/' (or 'google.com/pagead/1p-conversion/' on some browsers).
Select Payload to view the list of query string parameters.
Look for the 'em' parameter with a hashed string as the value. The value should start with 'tv.1~em', followed by a long string of characters. If you see the 'em' parameter, this means that the enhanced conversions tag is picking up and hashing the enhanced_conversion_data object.

Note: If you see the 'em' parameter but you only see 'tv.1~em' without a long hashed string following it, you’re sending the enhanced conversions parameter but it’s empty. This may happen if user-provided data isn’t available at the time of conversion.

After 48 hours, review the diagnostics report to confirm your implementation

About 48 hours after implementing enhanced conversions, you'll be able to view the tag diagnostics report in Google Ads, which you can use to validate that your implementation is working properly. To get there:

Go to Summary within the Goals menu .
Select the conversion action that has enhanced conversions enabled.
Select Diagnostics from the page menu at the top. You’ll be able to review your enhanced conversions tag diagnostics report and the metrics for your enhanced conversions in each section.
Review the various health checks to make sure that everything is working as expected.
If the tag diagnostics report notifies you that something may be wrong, follow the instructions in the notification and the Help Centre to troubleshoot.

Turn off enhanced conversions

To turn off enhanced conversions at the account level, follow the steps below:

Go to Settings within the Goals menu .
Expand the 'Enhanced conversions for web' panel.
Unselect the box to turn off enhanced conversions.
Select Save.

To turn off enhanced conversions at the conversion action level, follow the steps below:

Go to Settings within the Goals menu .
Select the conversion action that you want to disable enhanced conversions for.
Expand the 'Enhanced conversions' panel.
Unselect the box next to 'Enable enhanced conversions'.
Select Save.

Note: If you turn off your enhanced conversions, you won’t be able to use them for bidding or reporting. However, turning them off will not affect your existing conversion data.

Disable automatic events

Sign in to your Google Ads, Google Analytics or Campaign Manager 360 account.
Go to your Google tag settings.
Next, click on Manage automatic event detection and select the types of events your Google tag should automatically detect.
Once disabled, no products or accounts that use your Google tag will receive associated events.

Opt out of event-level user-provided data collection

Option 1:

Go to Summary within the Goals menu .
Locate the conversion action. Under 'Details', select Edit Settings.
Select the box next to Use enhanced conversion for this conversion action to manage conversion event level UPD.
Select Save.

Option 2:

You can implement tag sequencing to ensure that user_data is properly configured for a conversion event tag. This requires setting up a Google tag with an empty user_data parameter. Use the 'Tag sequence' feature to ensure that this Google tag is applied to the conversion event tag before its execution. Learn more about configuring with Google tag sequencing.

Note: To disable UPD collection at the tag level and prevent PII from being collected in user data, override the user_data field to an empty value in events.

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