Set up enhanced conversions for web using Google Tag Manager

1. Sign in to your Google Tag Manager account.
2. Click Workspace, then click Tags from the navigation menu.
3. Select the Google Ads conversion tracking tag that you’d like to implement enhanced conversions with and edit that tag.
   • 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.
4. Click Include user-provided data from your website.
5. In the dropdown, select New Variable or use an existing variable if you’ve already set one up.
6. Select Automatic collection.
7. Click Save for the variable and then save the conversion tracking tag.

1. Using the Chrome browser, navigate to the page where user-provided data appears.
   • User-provided data may appear on the conversion page of your website or on a page that comes before the conversion page, such as a form submission page that comes before your purchase confirmation page. Identify any customer data that is displayed on the page that you wish to send to Google. As an example, your page may display a thank you message and include a customer email address after a purchase.

     Note: At least one of the following fields must be provided:

     • Email (preferred)
     • Address – First name, last name, postcode and country are required.
       • Optional: Street address, city and region as additional match keys.
     • A phone number can also be provided as a standalone match key but is recommended to be sent along with an email.
2. Once you've identified the customer data on the page, you'll now need to follow the next step to copy the CSS selectors and enter those into Google Tag Manager (or utilise existing data layer variables if they already exist) so that your enhanced conversion tag knows which pieces of data to hash and send to Google. It’s important you keep this conversion page tab open.

First you’ll need to make sure that the variables that you need, like email, address and phone number, are available on the conversion page where the Google Ads conversion tag fires. This will likely be the case on conversion pages for purchases, sign-ups and other similar conversion types, which often require customer data. If you are unsure which page this is, you should contact your developer.

Once you’ve confirmed that the information is available, you’ll need to store that customer data on your page as global JavaScript variables, so that they can be used by the enhanced conversions tag (which we’ll get to in the next section).

You can either send unhashed data, which Google will normalise and hash before the data reaches the servers, or normalised and hashed data. If you decide to normalise and hash the data, follow the below instructions.

For normalisation:

• Remove leading or trailing whitespaces.
• Convert the text to lowercase.
• Format phone numbers according to the E.164 standard.

For hash:

• Use hex SHA256.

The table below lists more information about the customer data variables that you can define. You can name the variables however you’d like, and the 'Key Name' column indicates how they will be referenced in the enhanced conversions tag (more about that in the next step). Note, all data should be passed as String type variables. Also, when defining name and address, make sure to define each component as an individual variable (for example, first name, last name).

The next steps will be to enable enhanced conversions in Google Tag Manager and reference the customer data variables that you just created. It may be helpful to keep the names of your customer data variables handy, as you’ll need them in future steps.

1. Sign in to your Google Tag Manager account.
2. Click Workspace, then click Tags from the navigation menu.
3. Select the Google Ads conversion tracking tag that you’d like to implement enhanced conversions with and edit that tag.
   • If you haven’t set up your Google Ads conversion tracking tag in your Google Tag Manager account, read Google Ads conversions.
   • 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.
4. Click Include user-provided data from your website.
5. Click Select user-provided data variable, then select New Variable.
6. In the new 'User-provided data variable', select Code at the bottom.
7. Under 'Choose variable type', select Custom JavaScript.
8. Copy the following code into the custom JavaScript variable:

   function () {

   return {

   "email": yourEmailVariable , // replace yourEmailVariable with variable name that captures your user’s email

   "phone_number": yourPhoneVariable , // repeat for yourPhoneVariable and following variable names below

   "address": {

   "first_name": yourFirstNameVariable ,

   "last_name": yourLastNameVariable ,

   "street": yourStreetAddressVariable ,

   "city": yourCityVariable ,

   "region": yourRegionVariable ,

   "postal_code": yourPostalCodeVariable ,

   "country": yourCountryVariable

   }

   }

   }

   Code samples for normalised and hashed variables:

   Note: You can also hardcode the field with a string or use a function instead of using variables.
   // Implement
<script>
gtag('set', 'user_data', {
"sha256_email_address": yourNormalizedandHashedEmailVariable,
   "sha256_phone_number": yourNormalizedandHashedPhoneVariable,
   "address": {
"address.sha256_first_name": yourNormalizedandHashedFirstNameVariable,
   "address.sha256_last_name": yourNormalizedandHashedLastNameVariable,
   "city": yourCityVariable,
   "region": yourRegionVariable,
   "postal_code": yourPostalCodeVariable,
   "country": yourCountryVariable
   }
});
</script>

   If you'd like to provide hashed user data values, you can use the following example snippet:

   async function processUserData() {
const userData = {
'sha256_email_address': await hashEmail(email.trim()),
   'sha256_phone_number': await hashPhoneNumber(phoneNumber),
   'address': {
'address.sha256_first_name': await hashName(firstName),
   'address.sha256_last_name': await hashName(lastName),
   'city': city,
   'region': region,
   'postal_code': postalCode,
   'country': country,
   },
};
return userData;

   The phone number must be in E.164 format, which means it must be 11 to 15 digits including a plus sign (+) prefix and country code with no dashes, brackets or spaces.

9. For each type of customer data in the code above, replace the placeholder variables (for example, yourEmailVariable) with the name of the global javascript variable containing that piece of customer data on your conversion page.
   • As a reminder, at least one of the following fields must be provided:
     • Email (preferred)
     • Address (first name, last name, postcode and country are required)
     • A phone number can also be provided as a standalone match key but is recommended to be sent along with an email.
   • Note that if your site doesn't collect one of those fields, remove the field entirely rather than leaving it blank. For example, a website that only collects emails and phone numbers would create a custom JavaScript variable that looks like this:

     function () {

     return {

     "email": yourEmailVariable ,

     "phone_number": yourPhoneVariable

     }

     }

10. Click Save.

You've now set up enhanced conversions for that conversion action. The next step is to validate that it’s working properly. Go to the ‘Validate your implementation’ section below.

1. Right click on your web page.
2. Select Inspect.
3. Select the 'Network' tab.
4. Enter 'google' in the search bar.
5. Find the network request that's going to 'googleadservices.com/pagead/conversion/' (or 'google.com/pagead/1p-conversion/' on some browsers).
6. Click Payload to view the list of query string parameters.
7. Look for a parameter 'em' with a hashed string as the value. The value should start with 'tv.1~em' followed by a long string of characters. If you see the 'em' parameter, this means that the enhanced conversions tag is picking up and hashing the enhanced_conversion_data object.

1. In your Google Ads account, click the Goals icon .
2. Click the Conversions drop-down in the section menu, then click Summary.
3. Click the conversion action that has enhanced conversions enabled.
4. Select Diagnostics from the page menu at the top. You’ll be able to see your enhanced conversions tag diagnostics report and the metrics for your enhanced conversions in each section.
5. Review the various health checks to make sure everything is working as expected.
6. If the tag diagnostics report notifies you that something may be wrong, follow the instructions in the notification and the Help Centre to troubleshoot.