Enhanced conversions is a feature that can improve the accuracy of your conversion measurement. It supplements the existing conversion tags by allowing advertisers to send hashed first-party customer data from your website in a privacy-safe way. The hashed customer data is compared to hashed customer data of signed-in Google Accounts and attributed to ad events to help measure conversions driven by your campaign.
After you’ve set up enhanced conversions with Google Tag Manager or set up enhanced conversion with the Google tag, you can validate that your enhanced conversions are effectively working in the enhanced conversions diagnostics report. The diagnostics report will help you identify and self-diagnose enhanced conversions implementation issues.
How it works
The enhanced conversions tag and API diagnostics report help diagnose the health of your enhanced conversions setup and understand how effectively you're recovering conversion data.
View your enhanced conversions diagnostics report from the conversions page
- In your Google Ads account, click the Goals icon
.
- Click the Conversions drop-down in the section menu.
- Click Summary.
- In the table, hover over the status of a conversion action that you want to check.
- View 'Diagnostics' and you’ll be able to view the enhanced conversions diagnostics report filtered to that one conversion action.
- You can adjust the filter to see all conversion actions that are receiving enhanced conversions data.
View your enhanced conversions diagnostics report from the conversions diagnostics tab
We are launching an account level enhanced conversions diagnostics view in the conversions diagnostics tab. In the diagnostics tab, you will see an overview of your enhanced conversions status across conversions and can view diagnostics to see more details.
- In your Google Ads account, click the Goals icon
.
- Click the Conversions drop-down in the section menu.
- Click Summary.
- Click on the Diagnostics tab on the top of the page.
- If enhanced conversions has not been implemented yet, you will see a recommendation to apply it.
- If enhanced conversions has been implemented, you will see a diagnostics card with the status across all eligible conversion actions.
- Click View Diagnostics to see more details on the issues impacting your set up and enhanced conversions impact metrics.
.Types of data quality
There are 4 types of data quality for your offline diagnostic data: Excellent, Good, Needs attention and No recent data.
Excellent
'Excellent' indicates that your enhanced conversion setup is active and fully optimised. This status means that it’s recording enhanced conversions as expected.
Good
'Good' indicates that your enhanced conversions setup is active, but there are further improvements available. You can improve your matched conversions by sending more user data.
Needs attention
'Needs attention' indicates that your enhanced conversions setup is active, but there are errors that require your attention. For example, your enhanced conversion setup may have missing information.
No recent data
'No recent data' indicates that enhanced conversions have not recorded data in the last 7 days. Make sure that there’s nothing wrong with your setup.
Alerts
You can select and review which conversion actions are affected by the alerts. The alerts will have an icon that matches the status. Once you’ve selected an alert, a conversion action table will appear below the alert panel. This table will change dynamically based on your selection.
Understand and fix diagnostics report alerts
If there are issues with your enhanced conversions setup, you’ll encounter one or more of the alerts listed below. If one of these alerts appears, follow the instructions below to fix it.
History
The 'History' section shows the metrics over time to help with validating the performance increase after taking action on an alert. You can also use the metric to self-diagnose issues. This section also shows the enhanced conversions coverage rate as a percentage on the Y axis and date on the X axis.
The enhanced conversions coverage rate is defined as:
# of enhanced conversions coverage with parameter / # of conversion pings
The enhanced conversions coverage rate should be available within hours of enhanced conversion sending requests. This rate is defaulted to the last 7 days, but it can be toggled to view the last 30 days.
Implement in-page code in addition to automatic for better results
If you've set up enhanced conversions using the automatic method, but you're likely to receive more benefits by implementing enhanced conversions manually using in-page code in your website tag or API.
- To fix this, use one of the following guides to set up enhanced conversions manually:
Impact
The Impact table will show a list of conversion actions, their uplift when available and match rates. The Impact table is also scoped to the conversion actions aligned with the overall status.
The table below shows conversion action level impact:
|
Conversion action |
Match rate |
Campaign type |
Reported conversions |
|
Conversion action #1 |
High |
Search |
+3% as of X date |
|
YouTube |
+12% as of X date |
||
|
Conversion action #2 |
Average |
Search |
+4% as of X date |
|
YouTube |
+10% as of X date |
The match rate column is dynamic and gets updated within 24 hours.
Match rate column:
- Number of valid pings <50: Insufficient volume
- Match rate = 0%: No matches
- Match rate = <5%: Very low match rate
- Match rate = 6–25%: Low match rate
- Match rate = 26–50%: Average match rate
- Match rate = 51–100%: High match rate
If there is no match rate data, the pop-up will say 'No data'. To avoid fluctuations between high, average or low, a buffer is added for match rate.
The match rate is based on conversion count data.
Enhanced conversions not in use
You need to accept the customer data terms to enable enhanced conversions:
- In your Google Ads account, click the goals icon
- Click the Conversions drop-down in the section menu.
- Click Settings.
- Click Customer data terms.
- Review and accept the terms.
- Click Save.
Data that's sent prior to accepting the customer data terms won't be processed.
Some of your conversions don’t include any enhanced conversions data fields. This means that the enhanced conversions parameter wasn’t transmitted in some instances when your conversion tag fired. Make sure that you’ve set up enhanced conversions correctly on all the pages where your conversion tag is present.
You can use Google Tag Assistant to test each of your conversion pages to determine if you’re sending the enhanced conversions parameter. See how to verify enhanced conversions implementation using Google Tag Assistant.
After you’ve identified which pages have issues, double-check your implementation against the instructions to set up enhanced conversions manually with Google Tag Manager or the Google tag.
Some of your conversions don’t include any enhanced conversions data. You’re sending the enhanced conversions data fields, but the data that you’re sending is empty.
This issue could be caused by the following:
- User-provided data aren’t available on some of your conversion pages. For example, signed-in customers may not re-enter their first-party information, or it may be collected on the previous page.
- The CSS selector or JavaScript variable isn't set up properly or doesn't work in all situations. For example, CSS selectors may not work on all browsers or may function differently on mobile and desktop.
You can use Google Tag Assistant to test each of your conversion pages to determine if you’re sending the enhanced conversions fields. Additionally, you may need to test your enhanced conversions setup on different browsers and devices. See how to verify enhanced conversions implementation using Google Tag Assistant.
After you’ve identified the root cause, you can assess different implementation options to set up enhanced conversions manually with Google Tag Manager or the Google tag.
This issue occurs when user data (email, phone number and address) isn't correctly formatted.
Ensure that you’re passing valid user email addresses (with an '@' symbol) and the phone numbers include a country code.
If the string after 'tv.1~em.' isn't a hashed value but is instead showing one of the codes below, you have an error in your enhanced conversion data setup and you’ll need to troubleshoot accordingly. See how to verify enhanced conversions implementation using Tag Assistant.
| Code | Error |
|---|---|
| Empty or no error code | If you can view 'tv.1', it means that the em parameter is present but it’s empty. Enhanced conversions coverage isn't available on the page or the setup is incorrect. |
| e0 |
Field doesn't pass formatting validation checks. For example, email doesn't have '@', or phone number has 'abcd'. |
| e1 | Unsupported browser. This happens when the conversion occurs in certain legacy browsers. We expect this case to be rare; if you find this situation to have occurred, please try to trigger the conversion in an updated Chrome browser. |
| e2 | SHA256 failed. This could be because there were unexpected characters in the input into the hashing function. Please try again with a new conversion and set of user identifiers to see if the problem persists. |
| e3 | Webpage isn't secure. Enhanced conversions only hash user data when the webpage is served in HTTPS protocol, not HTTP protocols. |
Your enhanced conversions setup is missing at least one of the following address fields:
- Country
- First name
- Last name
- Postcode
All 4 fields must be sent to be used. Note that if you also send user email, we’ll use email to match to Google signed-in users even when the address is missing or incomplete.
Ensure that all 4 fields are being captured whenever your conversion tag fires. Check the instructions to set up enhanced conversions manually with Google Tag Manager or set up enhanced conversions manually with the Google tag.
- First name should be a string of alphabetical characters.
- Last name should be a string of alphabetical characters.
- Country should be a 2-letter country code (for example, 'AU') as per the ISO 3166-1 alpha-2 standard.
- Postcode should include the required number of digits, such as 5 digits for US postcodes.
Verify enhanced conversions implementation using Tag Assistant
Tag Assistant is a tool that lets you verify your conversion actions directly on your website from your Google Ads account. As you click through each page of your website, debug information appears in the Tag Assistant badge and gives you instructions to resolve the unverified or inactive tag conversions.
Instructions
- Open Google Tag Assistant.
- Enable debug mode and trigger the conversion action.
- To start a new debug session in Tag Assistant:
- From your web browser, open the Tag Assistant activation page.
- Click Add domain.
- Enter the URL of the page that you'd like to debug.
- Click Start.
- Some sites or pages might be broken by an additional debug parameter added to the URL. If so, you can untick the box 'Include debug signal in the URL'.
- After enabling Debug mode, a new window will launch for the page that you entered, with the debug UI opening in the existing Tag Assistant browser window. The debug UI in the Tag Assistant window shows detailed information about your gtag() commands and hits, including how tags are fired and what data is being processed. The debug window stays open and displays debug information while you navigate within the same domain and as long as there's a Google tag (gtag.js) tag on the page.
- As you click through your website, the debug window will update information about how your tags are fired. You can use this information to check if a tag fired successfully, what triggered (or didn't trigger) its firing status and what network requests were made due to the tag firing.
- To start a new debug session in Tag Assistant:
- Trigger the conversion.
- Navigate to the conversion page on your website where you’ve implemented enhanced conversion. To find the conversion page URL use the following steps:
- In the navigation menu on the right, click the tools icon
,and then under 'Measurement', click Conversions.
- Click on the conversion that you wish to locate.
- Click the Webpages tab.
- The first column shows the URL where the conversions are taking place.
- In the navigation menu on the right, click the tools icon
- Navigate to the conversion page on your website where you’ve implemented enhanced conversion. To find the conversion page URL use the following steps:
- Find the em parameter.
- In the Tag Assistant debug summary window, click Conversion from the page menu on the left, then click Conversion under the 'Output' section. Locate the em parameter under 'Hit Details'.
- The em parameter is the SHA256 hash value of the user data that is being sent by the enhanced conversions feature to Google. If you see this em parameter and a proper hash value (a long string of over 10 characters), enhanced conversions data are being sent successfully.
- If the em parameter is missing entirely, your tag is configured incorrectly and enhanced conversions data aren’t being sent.
- If the em parameter is present but looks like 'tv.1~em.', you’re sending the enhanced conversion parameter, but it’s empty.
- If the em parameter is present but looks like 'tv.1~em.e1', you’re sending the enhanced conversions parameter, but there’s an issue with the data you’re sending. Refer to the diagnostics report for additional details on possible errors.
- In the Tag Assistant debug summary window, click Conversion from the page menu on the left, then click Conversion under the 'Output' section. Locate the em parameter under 'Hit Details'.
