Enhanced conversions can improve the accuracy of your conversion measurement. The benefits of implementing enhanced conversions are to recover conversions that otherwise wouldn’t have been measured, to improve your bidding optimization and privacy safety with hashing of first-party customer data.
Note that this article will explain how to set up enhanced conversions for web using the Google Tag method, but does not include instructions for setting up enhanced conversions with GTM or the Google API. For an alternative or more advanced setup, please refer to Google's documentation for instructions.
Turn on Enhanced Conversions
The first step is to ensure the Google Tag has been added to your page. The Google tag should be added under Settings > Html/CSS > Head.
Next, head over to your Google Ads account, click the Goals icon, then the Conversions drop down in the section menu, go to Settings, expand the “Enhanced conversions for leads” section and select "Turn on enhanced conversions”.
Ensure that you have selected the Google tag method, as seen below.
Click on Tag details, and select Allow user-provided data capabilities.
You will have the choice between automatically detecting user-provided data which requires minimal effort, and manually specifying CSS selectors for your page.
To manually specify the CSS selectors on your page that contain relevant user-provided data, please follow the steps below:
Manually Specify CSS selectors or JavaScript variables
Pick at least one of the available fields from your form. In the example below we are sending hashed data for Email and Number fields.
Add the CSS selector code
Add the following format to target the correct form field with the below CSS selector code:
div#element-773 form input[name="Email"]
Make sure to edit the element ID, and the exact form field name. If your form field is named "Email" the code above should match that.
To find the element ID, right-click the form and open the inline style editor:
Test your implementation
If everything was set up correctly, you will be able to see it in the console of the live page.
1. Right-click anywhere on your page, Select Inspect, go to the Network tab.
2. Type “google” in the search bar.
3. Submit a test form submission.
4. Find the network request that's going to "googleadservices.com/pagead/form-data/" in the Chrome browser. (Other browsers could look slightly different, for example, it could also be "google.com/pagead/conversion/").
5. Click on the Payload tab to view the list of query string parameters, and look for a parameter “em” with a hashed string as the value. It should be “tv.1~em” followed by a string of characters.
6. If the "em" parameter is present, the enhanced conversions tag is picking up and hashing the object.
Note: Roughly 72 hours after first implementing enhanced conversions successfully, will you be able to see the tag diagnostic report in your Google account.