Enhanced conversions for leads uses first-party user-provided data from your website to measure sales and transactions that happen off your website. If you run lead-generation campaigns to drive offline sales, enhanced conversions for leads can help you understand the impact of your ad spend.
After you’ve set up enhanced conversions for leads with Google Tag Manager or set up enhanced conversion for leads with the Google tag, you can validate that your enhanced conversions for leads are effectively working in the enhanced conversions for leads tag diagnostics report. The diagnostics report will help you identify and self-diagnose enhanced conversions for leads implementation issues.
On this page
How it works
The enhanced conversions for leads tag diagnostics report help diagnose the health of your enhanced conversions for leads 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 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 view all conversion actions that are receiving enhanced conversions data.
.View your enhanced conversions diagnostics report from the conversions diagnostics tab
We’re 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 learn 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 hasn’t been implemented yet, a recommendation to apply it will appear.
- If enhanced conversions has been implemented, a diagnostics card with the status across all eligible conversion actions will appear.
- Click View Diagnostics to view more details on the issues impacting your setup and enhanced conversions impact metrics.
Types of data quality
There are four types of data quality for your offline diagnostic data: Excellent, Good, Needs attention and No recent data. Your data quality correlates with alerts. If there's no action for you to take, you'll notice an 'Excellent' status.
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.
Urgent
'Urgent' indicates that enhanced conversions setup is not active. This could include issues like your tags not firing at all or all of your tag pings missing PII.
Alerts
You can select and review which conversion actions are affected by the alerts. The alerts will have an icon that matches the status. After you’ve selected an alert, a conversion action table will appear below the alert panel. This table will change dynamically based on your selection.
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.
The alerts displayed in the diagnostic report are based on the past one day of data unless there isn’t enough data in the past day, in which case the alert is based on the past seven days of data. If there's a very low volume of conversions in the past seven days (less than 20 conversions), alerts won’t be displayed since the volume is too low to properly understand your implementation status. Enhanced conversions are most helpful for advertisers who receive at least 20 conversions per week (including organic and ad-driven conversions).
Tag not firing on your website forms
Your Google tag may not be firing on your website lead forms. Configure your Google tag to capture user-provided data (e.g. email address or phone number) submitted on your website lead forms. When you import offline events, Google matches the hashed email or phone number to the info submitted on the website in addition to signed-in Google Account data to attribute conversions. Check instructions to set up enhanced conversions for leads with Google Tag Manager or set up enhanced conversion for leads with the Google tag.
Tag is missing user-provided data
Some of your conversions don’t include any user data fields or you’re sending the user data fields, but the data that you’re sending is empty.
This issue could be caused by the following:
- User-provided data isn’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 conversion setup on different browsers and devices. Check 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 Google tag.
No attempted imports
Your Google tag is implemented correctly on your website form, but there have been no attempted conversion imports. Please confirm that you are correctly importing conversions from your data sources. Please ensure that your import method is configured properly and you address any upload errors.
No user-provided data matches
There have been no matches with your imported user-provided data. Please check that your imported user-provided data is normalised, hashed properly and is consistent with the user data captured by your website forms.
For privacy considerations, the following data must be hashed using SHA-256 before being uploaded:
- Email address
- Phone number
- First name
- Surname
- Street address
Don't hash the following data:
- Country
- State
- City
- Postcode
In order to standardise the hash results, you must do the following prior to hashing one of these values:
- Remove leading and trailing whitespaces.
- Convert the text to lowercase.
- Format phone numbers according to the E164 standard.
- Remove all full stops (.) that precede the domain name in gmail.com and googlemail.com email addresses.
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.
