On this page
- Before you begin
- How this change impacts your conversion actions
- How this change impacts your Google tag settings
- Select your implementation method at the account level
- Opt in or out of enhance conversions at the account level
Before you begin
Enhanced conversions is available as an account-level setting. You’ll have enhanced conversions enabled in your account if:
- You had already set up enhanced conversions at the conversion action level previously.
- You only have one implementation method (across your existing conversion actions) that has enhanced conversions enabled. For example, if you only use the Google tag or the Google Ads API as the implementation method.
- You have both tag implementation methods (across your existing conversion actions) that have enhanced conversions enabled. Specifically, if you use the Google tag and Google Tag Manager implementation methods.
How this change impacts your conversion actions
With account-level enhanced conversions, your conversion actions may exhibit different behaviours based on the way they have been set up in Google Ads. Review the details below to learn more about how enhanced conversions at the account level will impact you.
Existing conversion actions
Existing conversion actions that already had enhanced conversions turned on will continue to benefit from enhanced conversions at the account level.
Existing conversion actions that didn’t have enhanced conversions turned on will get it enabled with account-level enhanced conversions, unless the conversion action was previously explicitly opted out of enhanced conversions.
Note that you can also take additional steps to ensure that enhanced conversions data is being provided appropriately through tag setup or the API setup. Depending on the implementation, you can review these instructions for Google tag, Google Tag Manager or Google Ads API.
New conversion actions
New conversion actions inherit the account-level settings for enhanced conversions. For example, if enhanced conversions is turned on at the account level and automatic collection is being used, new conversion actions also have enhanced conversions turned on with automatic collection by default.
How this change impacts your Google tag settings
With enhanced conversions at the account level, Google tag settings for enhanced conversions are available globally across all conversion actions, rather than individually for each conversion action. This means that enhanced conversions share the same tag-wide settings as all other Google Ads features and tag destinations, such as enhanced conversions for leads and Google Analytics 4.
New Google tag settings
If you haven’t yet configured any Google tag settings for products or features outside of enhanced conversions, new global settings will automatically be created for your tag by combining your existing conversion action level enhanced conversion tag settings. These Google tag settings will be applied to all conversion actions using enhanced conversions, and will also be shared across any Google products or features that use your tag in the future.
Existing Google tag settings
If you’ve already configured Google tag settings for other products or features, such as enhanced conversions for leads or Google Analytics, your Google tag settings from enhanced conversions at the conversion action level will automatically be combined and merged into your existing tag-level settings:
- Allow user-provided data capabilities: The existing tag-level setting will be respected. Note that this setting must be enabled for Google Ads to receive data from enhanced conversions. Review these instructions to ensure enhanced conversions data is being provided appropriately through your tag setup.
- Automatically detect user-provided data: The existing tag-level setting will be respected.
- Exclusion CSS selectors for automatic collection: All CSS selectors will be combined into one list.
- Automatically detect user-provided data: The existing tag-level setting will be respected.
- Specify CSS selectors and JavaScript variables: All CSS selectors and JavaScript variables for 'Email', 'Phone number' and 'Name and address' will be combined into one list.
Manage your Google tag settings
You can manage all of your Google tag settings and destinations at any time from the Google Ads Data Manager. You can also access your Google tag settings from the enhanced conversions account-level settings.
Select your implementation method at the account level
Some existing enhanced conversions customers need to select a method for collecting user-provided data in order to upgrade their account to enhanced conversions at the account level. The method that you select for account-level enhanced conversions will be applied to all new and existing conversion actions. As a result, all other methods will no longer collect user-provided data for enhanced conversions, so we recommend choosing the method that you are using the most today, for enhanced conversions to avoid any changes in your enhanced conversions performance.
There are three available methods to choose from: Google tag, Google Tag Manager or Google Ads API. If your account currently uses both Google tag and Google Tag Manager for enhanced conversions across your conversion actions, try following these instructions to set up your Google tag in Google Tag Manager. Then, you can use Google Tag Manager to collect user-provided data for all of your conversion actions.
Follow the steps below to upgrade your account to account-level enhanced conversions in Google Ads:
- In your Google Ads account, click the Goals icon
.
- Click the Conversions drop-down in the section menu.
- Click Settings.
- Expand the 'Enhanced conversions' section.
- Choose a method for setting up and managing user-provided data.
.If no action is taken by May 2025, Google will automatically select a method based on your current enhanced conversions setup and upgrade your account to use enhanced conversions at the account level.
Opt in or out of enhanced conversions at the account level
If you have conversion actions that aren’t switched to account-level enhanced conversions, you can opt them in from your Google Ads account. Learn more about how to opt in to enhanced conversions at the account level in Google Ads.
If you decide that enhanced conversions at the account level doesn’t work for you, you can opt out of specific conversion actions. Learn more about how to opt out of enhanced conversions at the account level in Google Ads.
