Enhanced conversions for web and enhanced conversions for leads will soon be combined into a single on/off setting. This also means you no longer need to choose a single implementation method like the Google tag, Google tag Manager or the Google Ads API. Google Ads will simultaneously accept user-provided data from website tags, and API connections.
What this means
- Starting in April 2026: Google Ads will simultaneously accept user-provided data from website tags, Data Manager, and API connections. This can improve the accuracy of your conversion tracking and optimize your campaign bidding.
- Starting in June 2026: Enhanced conversions for web and leads will be combined into a single feature with a simple on/off switch. You will no longer see different method selections in your Google Ads account.
Impact on your account
- Existing users: No action is required from you to remain active with enhanced conversions. You’ll be automatically migrated to the new unified status if you have previously agreed to Google’s customer data terms.
- New users: If you haven’t set up enhanced conversions, you can turn on enhanced conversions at the account or conversion action levels. Learn more About enhanced conversions.
- Opting out: You can still opt out of enhanced conversions at the conversion action level at any time.
Turn on enhanced conversions
Account level settings
To turn on enhanced conversions at the account level, follow the steps below:
- Go to Settings within the Goals menu
.
- Expand the Customer data use panel.
- Check “Turn on enhanced conversions”.
- Check “Turn on conversion-based customer lists” to let Google use user-provided data to create customer lists for your account based on your conversions.
- Select Agree and save.
- Review the data terms, then select Agree and continue.
- 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.
Conversion level settings
To turn on enhanced conversions at the conversion action level, follow the steps below:
- Go to Summary within the Goals menu
- Select + Create conversion action.
- In the data sources panel, select “Conversions offline” by checking the box.
- Select Edit data sources.
- Choose “Skip this step and set up a data source later”.
- In the “Customer data use” panel, check “Turn on enhanced conversions”.
- Check “Turn on conversion-based customer lists” to let Google use user-provided data to create customer lists for your account based on your conversions.
- Select Agree and continue.
- Review the data terms, then select Agree and continue.
- 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.
