How-to · Updated October 11, 2026
Set up enhanced conversions for web in Tag Manager
Updated October 11, 2026
45 minutes
Turn on enhanced conversions in Google Ads under Goals, Settings and accept the data terms. Then send the visitor's email or phone from one Tag Manager setup and publish. Keep Allow user-provided data capabilities on in the Google tag: switched off, it stops that data for every account the tag feeds, GA4 and Google Ads alike.
Before you start
- Access to both tools. A Google Ads login that can change conversion settings, and Publish permission in the site's Tag Manager container.
- A Google Ads conversion action fired by a tag on your site. Google says conversions imported from Google Analytics goals aren't supported for enhanced conversions.
- The email or phone on the page, either where the conversion tag fires or on the form page before it. If the phone is passed through code instead, Google asks for E.164 format, such as +15555550123.
- A Google tag in the container with your Google Ads account as a destination. Google's setup assumes one is already there.
Turn it on in Google Ads
Google says the tag collects no email or phone for an account that has not accepted the data terms, so this switch comes first.
- In Google Ads, click the Goals icon and select Settings.
- Expand the Customer data use panel. Older layouts call it Enhanced conversions for web.
- Tick Turn on enhanced conversions. The Turn on conversion-based customer lists box below it is a separate choice: it lets Google build customer lists from conversions.
- Click Agree and save, review the data terms, then click Agree and continue. On the older layout, select Agree instead.
- If a method drop-down still appears, choose Google Tag Manager. Google says data sent by a method other than the one selected there may not be processed. Google also says it has accepted tag, Data Manager and API data together since April 2026, and from June 2026 the method choice gives way to one on/off switch; accounts that had already agreed to the customer data terms are moved to it automatically.
Send the email or phone from the form
Google offers three setups in Tag Manager and any one of them counts, so this part uses the one built for a form that leads to a thank-you page.
- In Tag Manager, click Tags, then New, then Tag Configuration, and choose Google Ads User-Provided Data Event.
- Enter your Google Ads Conversion Tracking ID. Google says it should match the ID and label of the form's conversion action in Google Ads.
- In the user-provided data drop-down, select New Variable, then Manual configuration.
- On your site, right-click the form's email field, choose Inspect, then right-click the highlighted code and choose Copy, then Copy Selector. Google advises a field's ID attribute where it has one, since IDs change less often than class names.
- Back in Tag Manager, set the email field to New Variable, choose DOM Element, set Selection Method to CSS Selector, paste the selector into Element selector and click Save. Repeat for the phone field.
- Under Triggering, choose a Form Submission trigger set to All Forms. Google says form submission is required for this tag to work properly.
- Click Save.
If the email shows on the conversion page itself, Google's other setups fit better: a user_data parameter on the Google tag, or the Google tag's own automatic, selector or code settings. Use one, not several.
Check the shared Google tag, then publish
The Google tag carries one switch for user-provided data that every product it sends to obeys, so read it before publishing.
- In Tag Manager, open the Google tag that has your Google Ads account as a destination, select Manage, and confirm Allow user-provided data capabilities is on.
- Leave it on even if you only meant to change GA4. Google says that with it off, no products or accounts that use that Google tag receive the data, so a tag shared by GA4 and Google Ads can lose enhanced conversions too.
- Click Preview, send a test form, and confirm the new tag appears under Tags Fired.
- Click Submit, keep Publish and Create Version selected, and click Publish. A tag left in the workspace does not run on the site.
Check it worked
In Chrome, accept the site's cookie banner first, since Google says the data is collected only where the needed consent is granted. On the form page, right-click, choose Inspect, open Network, send a test form and search for google. Open the request the User-Provided Data Event tag or the conversion tag sends to googleadservices.com/pagead/conversion/ (or google.com/pagead/1p-conversion/ in some browsers) and open Payload. A parameter em starting tv.1~em and followed by a long string means the email is hashed and sent. tv.1~em with nothing after it means the parameter is sent empty, which Google says may happen when the data isn't available when the tag fires.
About 48 hours later, in Google Ads, open Goals, then Summary, select the conversion action and choose Diagnostics. Google says the impact on reporting shows after about 30 days.
Already sending user data some other way
Before adding a tag, check what is in place: the Google tag's settings may already detect the data automatically, or a conversion tag may already carry a user_data parameter. Any one of these counts. Google says code snippet data wins when methods are combined, so adding a second setup rarely improves anything and makes the next fault harder to trace.
Conversions imported from Google Analytics
Google says conversions imported from Google Analytics goals aren't supported for enhanced conversions, and suggests a separate Google Ads conversion action set up with the Google tag or Tag Manager. If you add one, keep only one of the two Primary, or the same lead may count twice in bidding.