Set up enhanced conversions manually with Google Tag Manager

1. Using the Chrome browser, navigate to your conversion page.
   • The conversion page is where the conversion you’re trying to measure with enhanced conversions (for example, purchases from Page A) is being tracked using your existing conversion tracking tag. If you are unsure which page this is, contact your developer and identify any customer data that is displayed on the page that you wish to send to Google (for example, your page may display a “thank you” message and include a customer email address after a purchase).
   • At least one of the following fields will need to be provided for enhanced conversions to work properly:
     • Email (preferred)
     • Address (first name, last name, postal code, and country are required if you choose to use this data)
     • (Optional) A phone number can also be provided along with an email or a full name and address, but not by itself
2. Once you have identified the customer data on the page, you’ll need to copy the CSS Selectors and enter them into Google Tag Manager (or utilize existing data layer variables if they already exist). This ensures your enhanced conversion tag knows which pieces of data to hash and send to Google. It’s important to keep the conversion page tab open.

In a separate tab, open 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 Floodlight tracking tag you’d like to implement enhanced conversions with and edit that tag.
4. Click Include user-provided data from your website.
5. In the "Select user-provided data variable" dropdown, click New Variable.
6. Select Manual configuration (recommended).
   • You may also select Code if you would like to use Custom Javascript or other data objects to send your data through Google Tag Manager. This method requires data to be formatted in a particular way, so if you’d like to do this, see the “Code” instructions below. You’ll see “User provided data” at the top of the page, followed by all the pieces of customer data you can include as part of your enhanced conversion tag.
7. For the relevant user data field you want to provide via enhanced conversions, click the dropdown and select “New Variable”.
   • If you already have unhashed variables in your data layer (whether using CSS selectors or other variable types), you can select them instead of creating new variables. If you aren’t sure, continue through the instructions.
8. On the “Variable Configuration” screen, select Choose Variable Type to begin setup. 
9. On the “Choose Variable Type” screen, select DOM Element, and in the dropdown on the “Variable Configuration” screen, change “Selection Method” to “CSS Selector”.
10. Give your variable a title.
11. Enter the CSS selector that references your users’ data into the “Element selector” input field (see below on how to find the CSS Selector). You can leave the “Attribute name” field blank (more on this below).

Next, you’ll learn how to copy the CSS Selectors from your conversion page and paste them into the enhanced conversions variables, so it’s important you keep this page tab open.

Follow these instructions to identify the CSS Selectors to input into the enhanced conversion tag fields (email, phone, etc.).

1. Navigate back to your conversion page tab (but don’t close Google Tag Manager).
2. Right-click the corresponding customer data you want to send with enhanced conversions and select Inspect to launch Chrome Developer Tools in your Chrome browser.
   • For example, if you are trying to capture an email address, right-click the email address displayed on your conversion page.
3. In the source code in the Chrome Developer Tools page, a portion of the code will be highlighted. This code is the page element where you need to extract CSS Selectors for the customer data you right-clicked.
4. Hover your cursor over the highlighted code and right-click..
5. Scroll down to Copy, then choose Copy Selector.
6. Paste the text in the “Element selector” field in Google Tag Manager. 
   • The text will look something like this: tsf > div:nth-child(2) > div.A8SBwf > div.RNNXgb > div > div.a4bIc > custEmail
7. Click Save.
8. Repeat steps 2–8 of this section for each different piece of customer data (for example, email, name and address, etc.), by copying the CSS Selector into a new variable for each customer data variable in Google Tag Manager.
9. In Google Tag Manager, click Save.

First, ensure the variables you need (such as email, address, and phone number) are available on the conversion page where the Floodlight conversion tag fires. This will likely be the case on conversion pages for purchases, sign-ups, and other similar conversion types that require customer data. If you are unsure, contact your developer.

Once it’s confirmed the customer data is available, you’ll need to store it on your page as global javascript variables so they can be used by the enhanced conversions tag (which is addressed in the next section).

At least one of the following fields must be provided:

• Email (preferred)
• Address (first name, last name, ZIP/postal code, and country are required). You can optionally provide street address, city, and region as additional match keys
• A phone number can also be provided along with an email or full name and address

The following table includes more information about the customer data variables you can define. You can name the variables whatever you’d like. The “Key Name” column indicates how the variables will be referenced in the enhanced conversions tag. Note that all data should be passed as String type variables, and when defining name and address, define each component as an individual variable (first name, last name, etc.).

Data Field	Key Name (in custom Javascript variable below)	Description
Email address	email	User email
Phone number	phone_number	User phone number. The tag will remove symbols and dashes, but the number must contain the country code
First name	address.first_name	User first name. Example: “John”
Last name	address.last_name	User last name. Example: “Doe”
Street address	address.street	User street address. Example: “123 Main St”
City	address.city	User city name. Example: “San Francisco”
Region	address.region	User province, state, or region. Example: “California” or “CA”
Postal code	address.postal_code	User postal code (5-digit version only). Example: “12345”
Country	address.country	User country code. Example: “US”. Use two-letter country codes per ISO 3166-1 alpha-2 standards

You’ll enable enhanced conversions in Google Tag Manager and reference the customer data variables you have created in the following steps.

1. Sign in to your Google Tag Manager account.
2. Click Workspace, then click Tags from the navigation menu.
3. Select the Floodlight conversion tracking tag you’d like to implement enhanced conversions with and edit that tag.
   • If you haven’t set up your Floodlight conversion tracking tag in your Google Tag Manager account, read Google’s Floodlight guide.
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
}
}
}

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, postal code, country are required)
     • Phone number (must be provided in addition to one of the other two pieces of information above)
   • 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.

Enhanced conversions are now set up for that conversion action. The next step is to validate that it’s working properly. Go to the Validate your implementation section below.

Choose one of the tags listed in the dialog box. If you have Google tag and Google Tag Manager, the “Google tag” is recommended.

In some cases, enhanced conversions data may not be available at the time of conversion, such as when that information is collected on another domain (for example, paying through a third-party domain), or if it is collected elsewhere in the conversion flow (for example, signed-in customers may not re-enter their first-party information, or it may be collected on the previous page).

For Google Tag Manager users, review the steps above related to creating variables properly to ensure you did so correctly. Also ensure that the variables are the ones referred to when configuring enhanced conversions in Google Tag Manager and that they are populated with data by the time of conversion.

Double-check that all enhanced conversions code on your page and/or variable names entered into Google Tag Manager are correct. If you implemented enhanced conversions using Javascript variables, ensure the custom Javascript snippet was copied correctly and updated to reflect your variable names (not placeholder information). If you used CSS Selectors, ensure you selected the correct Selector and properly copied the selector information as described in the steps above.