If you’re using offline conversion import, we recommend upgrading to enhanced conversions for leads instead. Enhanced conversions for leads is built on the Google tag and offers benefits like:
- Durable, more accurate measurement
- Engaged-view conversions
- Cross-device conversions
- Easier data import method
Offline conversion import is a legacy feature and does not have these durable features built-in. It will continue to be supported in Google Ads for the foreseeable future.
The easiest way to upgrade to enhanced conversions for leads is to import your existing offline conversion import data through Google Ads Data Manager. Data Manager simplifies the way you use your first-party data with Google. With Data Manager, you can easily target audiences, measure conversions and drive incremental revenue responsibly with Google's advertising solutions.
Before you upgrade
- Opt-in to enhanced conversions for leads: You'll need to opt-in to enhanced conversions for leads and accept the terms of service. In conversion settings, check the toggle for enhanced conversions for leads, and then select “Google tag” or “Google Tag Manager”. If using Google tag, your setup should be automatically configured to include user-provided data from your website. If you’re using Google Tag Manager, proceed to the next step.
- Tag your website: You should add a Google tag to your website, 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.
- If you’re using Google Tag Manager refer to this article to configure enhanced conversions for leads in your Google Tag Manager account by creating a conversion linker tag and a user-provided data event tag.
Upgrade guide
You can set up enhanced conversions for leads in 2 ways:
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.
Existing offline conversion import users
If you already use offline conversion import, you can add enhanced conversion for leads to your existing offline conversion actions. At this time, this upgrade option is only available for Direct API, Hubspot, and Zapier users.
- In your Google Ads account, click the Goals icon
.
- Click the Conversions drop down in the section menu.
- Click Settings.
- In the enhanced conversions for leads drop-down, check the box to turn on enhanced conversions for leads, and then select either Google tag or Google Tag Manager as your method. You will be prompted to agree to Customer Data terms if you haven’t already.
- Configure your tag to capture PII for all lead forms across the website by following the steps in Set up enhanced conversions for leads with the Google tag or Set up enhanced conversions for leads with Google Tag Manager.
- Click Save.
Once you’ve upgraded your existing offline conversion import to enhanced conversions for leads and imported 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.
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.
1. Turn on enhanced conversions for leads
- In "Conversion settings", check the box to turn on enhanced conversions for leads, and then select Google tag or Google Tag Manager. You will be prompted to agree to Customer Data terms if you haven’t already.
- Google tag: This setup will be automatically configured to collect user-provided data from your website (you can select manual configuration if custom setup is required).
- Google Tag Manager: Create a Conversion Linker tag and a Google Ads User-Provided Data Event tag
2. Set up enhanced conversions for leads
After confirming that the requirements above are met, make sure you've set up a Google tag on every page where user lead data will be collected. Follow the instructions to set up enhanced conversions for leads using one of the following methods:
- Set up enhanced conversions for leads with the Google tag
- Set up enhanced conversions for leads with Google Tag Manager
3. 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. Verify your enhanced conversions for leads with Google Tag Manager.
4. Turn off offline conversion import
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.
- In your Google Ads account, click the Goals icon
- Click the Conversions drop down in the section menu.
- Click the name of the conversion action you want to disable offline conversion imports for.
- Click Settings.
- Under “Offline Conversion Tracking”, click Upload Conversions.
- Unselect the “Import from external data sources (e.g. CRM)” checkbox.
- Click Save.
