If you're currently using offline conversion imports, we highly recommend upgrading to enhanced conversions for leads using the Google Ads Data Manager. Learn more about Using Google Ads Data Manager with enhanced conversions for leads.

Enhanced conversions for leads is an upgraded offline conversion import that offers benefits like:

• Greater durability
• More accurate reporting and engaged-view conversions
• Cross-device conversions
• Support in Data Manager, Google Ads API, and third-party import methods like Zapier and Hubspot.

Enhanced conversions for leads is not a separate feature that you need to to migrate to, but makes use of additional first-party user-provided data and data sources (like your website tag) to improve your existing offline measurement, along a spectrum, based on your business needs:

Before you begin

If you’re using offline conversion imports, we highly recommend upgrading to enhanced conversions for leads using the Google Ads Data Manager. Offline conversion import is a legacy feature, and it doesn’t have the durability features that enhanced conversions for leads offers. Google Ads Data Manager simplifies connecting and activating your first party data through a new interface available within Google Ads. It enables you to import and activate your first party data across supported connectors.

Implementation varies depending on what you're measuring and your capabilities. Follow our guide to upgrading offline conversion imports to determine the method that best fits your needs.

Before you upgrade

If you are already using offline conversion imports, when you upgrade to enhanced conversions for leads, the steps are different than if you were setting it up for the first time.

You’ll need to:

• Opt-in to enhanced conversions for leads: You'll need to opt-in to enhanced conversions for leads and accept the terms of service (confirm that you'll comply with our policies and that the Google Ads Data Processing Terms apply to your use of enhanced conversions) in your conversion settings. You’ll check the toggle to turn on enhanced conversions for leads, and then select “Google tag” or “Google Tag Manager” based on how you instrument your Tag on your website.
• Tag your website: You should add a Google tag to your website (or use Google Tag manager), if you haven’t tagged already. If you use a website builder or content management system (CMS), you may be able to set up your tag without making changes to your code. Learn how to Install your Google tag with a website builder or CMS. Ensure the tag is installed on every page of your site.

Turn on enhanced conversions for leads

You'll need to opt-in to enhanced conversions for leads and accept the terms of service.

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop-down in the section menu.
3. Click Settings.
4. Expand the Enhanced conversions for leads drop-down and check the box to turn on enhanced conversions for leads.
5. Select either Google tag or Google Tag Manager based on what you use on your website.
   • Note: Adding the Google tag lets you fully utilize online and offline data sources, providing a complete picture of your first-party data. No further action is required if you've already configured the tag or cannot implement the tag.
6. You will be prompted to agree to Customer Data terms if you haven't already.

Use the following guides depending on if you are currently importing offline data using offline conversions imports or if you are setting up a new conversion action.

Upgrade your existing offline conversion import actions

If you already use offline conversion import, you can add enhanced conversion for leads to your existing offline conversion actions by configuring your imports to also include user-provided data. This upgrade option is available for Data Manager data sources, Ads API, and third-party integrations (Hubspot, Zapier).

The specifics will differ based on the import method you use.

• If you use Data Manager, after you opt-in to enhanced conversions for leads, you can edit your Connection to map user-provided data fields in your import.
• If you use Google API, follow this Developer Center article on how to include user-provided data as part of your imports.
• If you use third-party import methods (e.g., Zapier, Hubspot), follow their specific instructions on how to include user-provided data in the import.

For all of these, be sure to:

• Continue to import GCLID - If you already import events with GCLID, continue to import these events. Enhanced conversions for leads requires GCLID for best measurement
• Import all events - Import all events whether they contain a GCLID, user-provided data field, or both to maximize your performance:
  • Import events with just GCLID
  • Import events with both GCLID and user-provided data
  • Import events with just user-provided data

After upgrading your existing offline conversion import to enhanced conversions for leads and importing your data, you should monitor conversion volume and campaign performance. If you've observed an increase in conversions, you may consider a target change to your CPA or ROAS. Learn more about bidding’s Best practices.

1. Create a new conversion action

If you’re creating new conversion actions to set up enhanced conversions for leads, follow these steps. This set up option is currently available for all data import methods.

• Set up offline import with enhanced conversions for leads with Data Manager
• Set up offline import with enhanced conversions for leads with  the Google Ads API
• Set up offline import with enhanced conversions for leads with a third-party integration like:
  • Hubspot
  • Zapier

2. Confirm you’re sending the data properly

Validate that the conversions are coming through your new enhanced conversions for leads conversion action. Wait for 3 conversion cycles or 4 weeks to allow data to accumulate before turning off the offline conversion import.

Review your setup by viewing your offline data diagnostics. Learn more About offline data diagnostics.

3. Swap offline conversion import actions for bidding

After the longer of 3 conversion cycles or 4 weeks, swap your new enhanced conversions for leads conversion action to primary and your offline conversion import conversion action to secondary.

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop down in the section menu.
3. Click the name of the conversion action you want to disable offline conversion imports for.
4. Click Settings.
5. Under “Offline Conversion Tracking”, click Upload Conversions.
6. Unselect the “Import from external data sources (e.g. CRM)” checkbox.
7. Click Save.
8. Next, click the Conversions drop-down in the section menu.
9. Click Summary.
10. Find the goal that includes the conversion action you’d like to edit.
11. Click Edit settings.
12. In the 'Conversion goal and action optimisation section, select either Primary or Secondary.
13. Click Save.

Add optional step to migrate data fields if you don’t want to swap actions.

Related links

• About offline conversion imports
• About enhanced conversions
• Set up enhanced conversions for leads with the Google tag
• Set up enhanced conversions for leads with Google Tag Manager
• Your guide to upgrading offline conversion imports