Set up enhanced conversions for leads with Google Tag Manager

1. Open Google Tag Manager
2. In your 'Workspace', click Tags from the navigation menu.
3. Click New to create a new tag and select Google Ads user-provided data event.
4. In 'Tag configuration':
   • In the field 'Conversion ID', supply your Google Ads conversion tracking ID.
     • Note: Make sure that this conversion action has the same conversion tracking ID and label as the conversion action that you enabled enhanced conversions for in your Google Ads account.
   • Under 'User-provided data', select New Variable.
     1. Create a new 'User-provided data' variable.
     2. Set the 'Type' to 'Automatic'.
     3. Name the variable.
     4. Click Save.
5. In 'Triggering', set up should be done when the conversion should be counted:
   1. To add a new trigger, select the + in the upper right-hand corner.
   2. Select a trigger that happens after the form has been filled in. For example, form submissions.
   3. Select All forms.
   4. Name the trigger.
   5. Click Save.
6. Name and save your new 'Google Ads user-provided data event' tag. Your tag should look similar to this:

   

The data layer is a JavaScript object to pass data safely from your website into Tag Manager. To use the data layer, you need to collect and save data in key-value pairs and use dataLayer.push() to make it available to Tag Manager. In Tag Manager, you can use data layer variables to retrieve the stored data and let your tags use it.

Ensure that collected email or phone numbers are available to your data layer. If the user information is collected on a previous page or iframe, you’ll need to make sure that it’s available in a variable to your data layer when it's called.

You can either send unhashed data, which Google will hash before the data reaches the servers, or pre-hashed data. If you decide to send pre-hashed data, please encode the data using hex-encoded SHA256. In either case, provide at least one of the following fields: email or phone_ number.

To push unhashed data to the data layer:

1. On your website, store user-provided data as key-value pairs in a JavaScript variable. For example:

   var leadsUserData = {

     'email': '[email protected]',

     'phone_number': '+11234567890',

     'address': {

       first_name: 'John',

       last_name: 'Doe',

       street: '123 Lemon',

       city: 'Some city',

       region: 'CA',

       country: 'US',

       postal_code: '12345',

     },

   };

2. Send the user data together with an event using dataLayer.push(). For example:

   <script>

     dataLayer.push({

       'event': 'formSubmitted',

       'leadsUserData': {

         'email': '[email protected]',

         'phone_number': '+11234567890',

         'address': {

            first_name: 'John',

            last_name: 'Doe',

            street: '123 Lemon',

            city: 'Some city',

            region: 'CA',

            country: 'US',

           postal_code: '12345',

          },

        },

     });

   <script>

The variable leadsUserData is now available in Google Tag Manager.

To push pre-hashed data to the data layer:

1. On your website, hash user-provided using hex-encoded SHA256. The key for encoded data needs to start with sha256_. For example:

   {'sha256_email_address':await hashEmail(email.trim()),

   }

2. Send the user data together with an event using dataLayer.push(). The example below shows a data layer implementation which assumes that you have written a hashing function yourself, which you run asynchronously.

   <script>

     dataLayer.push({

       'event': 'formSubmitted',

       'leadsUserData': {

         'sha256_email_address': await hashEmail(email.trim()),

         'sha256_phone_number': await hashPhoneNumber(phoneNumber),

         'address': {

           sha265_first_name: await hashString(firstname),

           sha256_last_name: await hashString(lastname),

           sha256_street: await hashString(streetAddress),

           postal_code: '12345',

          },

        },

     });

   <script>

The variable leadsUserData is now available in Google Tag Manager.

Step 2: Enable enhanced conversions for leads in Google Tag Manager and create custom JavaScript variable

1. Open Google Tag Manager
2. In your 'Workspace', click Tags from the navigation menu.
3. Click New to create a new tag and select Google Ads user-provided data event.
4. In 'Tag configuration':
   • In the field 'Conversion ID', supply your Google Ads conversion tracking ID.
     • Note: Make sure that this conversion action has the same conversion tracking ID and label as the conversion action that you enabled enhanced conversions for in your Google Ads account.
   • Under 'User-provided data', select New Variable.
     1. Create a new user-provided data variable.
     2. Set the 'Type' to 'Code'.
     3. For the relevant user data field that you want to provide, click the drop-down menu and select New Variable.
     4. Under 'Choose Variable Type', select Data Layer Variable.
     5. In the Data Layer Variable, reference your stored user data. For example, leadsUserData.
     6. Click Save.
5. In 'Triggering', set up should be done when the conversion should be counted:
   1. To add a new trigger, select the + in the upper right-hand corner.
   2. Select a trigger that happens after the form has been filled in. For example, form submissions.
   3. Select All forms.
   4. Name the trigger.
   5. Click Save.
6. Name and save your new 'Google Ads user-provided data event' tag.