How-to · Updated October 11, 2026
Turn on enhanced conversions for leads in Google Ads
Updated October 11, 2026
30 minutes, plus a test form
Turn it on in two places. In Google Ads, open Goals, Conversions, Settings, tick enhanced conversions and accept the data terms. Then make your form's tag send the email or phone the visitor typed. Without that tag, an uploaded email or phone has no form record to match, and Google falls back to the click ID.
Before you start
- Access to change conversion settings in Google Ads. If a manager account tracks your conversions, the data terms have to be accepted in that manager account, not yours.
- Publish access to the site's Tag Manager container, or to whatever puts the Google tag on your site.
- A form that asks for an email or phone number. Google matches on those, and a phone number needs its country code.
- A way to send leads back to Google Ads later, such as Data Manager or a CRM connection. The leads version improves the leads you import; the same switch now also covers enhanced conversions for web, which improves measurement of the form conversion itself.
Switch it on in Google Ads
This part turns on the one enhanced conversions switch and accepts the data terms, which Google's help pages place under three panel names since the web and leads versions were combined in 2026.
- In Google Ads, click the Goals icon, open the Conversions drop-down and click Settings.
- Expand the panel called Customer data use. On older layouts it is the Enhanced conversions or Enhanced conversions for leads section; Google moves existing accounts to the new setting automatically, so look for the checkbox, not the heading.
- Tick Turn on enhanced conversions, or Turn on enhanced conversions for leads on the older layout. If the older layout asks for a method, choose the one that runs your form's tag: Google Tag Manager or Google tag.
- Accept the data terms when Google shows them. On the older layout, click View Terms, tick the box accepting them on behalf of your company and click Agree; the terms status then reads Accepted. On the newest layout the same step is Agree and save, then Agree and continue.
- If there is no View Terms link, a manager account tracks your conversions. Google says the terms must then be accepted in that manager account, and in any manager account that uploads on that manager account's behalf.
The setting and the terms are two halves of one job. With the terms missing, the Google tag collects no email or phone, and an upload carrying them can come back with a terms-not-signed error, so only the click ID can match and a lead without one goes unmatched. Read both back after saving.
Make the form's tag send the email or phone
In Tag Manager, this part makes a tag collect the email or phone the visitor typed, because without it an uploaded email or phone has no form record to match and Google falls back to the click ID and signed-in Google accounts.
- In Tag Manager, click Tags, then New, and choose Google Ads User-Provided Data Event.
- In Conversion ID, enter your account's Conversion ID. Google Ads shows it on a website conversion action set up for Tag Manager, under Tag setup, then Use Google Tag Manager. Google's enhanced conversions page calls this value your customer ID; the Tag Manager help page says to copy the Conversion ID shown there, which is unique per Google Ads account.
- Under User-provided data, select New Variable and create a User-Provided Data variable. Set Type to Manual and point the email and phone fields at your form's inputs, or to Code if your developer pushes them to the data layer. Automatic needs no setup, but Google says it cannot collect phone numbers.
- In Triggering, choose the trigger that fires when the form is successfully sent, the same one your form's conversion tag uses.
- Click Preview, send a test form, and open the tag under Tags Fired to see your test email among its values. If it sits under Tags Not Fired, fix the trigger first.
- Click Submit, then Publish. A tag saved in the workspace and never published does not run on the site.
Upload leads the way Google matches them
This part decides what each uploaded lead carries so Google can match it to the form fill and the ad click.
- When you send qualified or won leads to Google Ads, through Data Manager or a CRM connection, include the email and phone the person typed into the form, and the GCLID whenever the lead has one. Google calls the click ID strongly recommended even with the tag in place.
- Upload every lead for that conversion action, including those that did not come from an ad. Google's implementation checklist says this is required for enhanced conversions for leads to work.
- Fill in the consent fields, Ad User Data and Ad Personalization, where your upload method has them. Google warns that leaving consent empty may make conversions not attributable.
Check it worked
In Google Ads, click the Goals icon, then Summary, and select the Diagnostics tab. Once tagged form fills and an upload have arrived, the enhanced conversions card shows a data quality status. Excellent or Good means it is recording; Needs attention or Urgent comes with alerts naming the gap, such as tag pings with no email or phone.
Give it several days of real form fills and at least one upload before reading it. Do not take an upload marked accepted as proof of a match: an unmatched email or phone may raise no error on the upload itself, so check the conversion action's own totals and the diagnostics alert No user-provided data matches.
Already sending user data from the conversion tag?
Google offers three ways to collect the data in Tag Manager: automatic, manual and code. You need one. If your form's Google Ads conversion tag already sends user-provided data through its own setting, that counts, and you usually do not need a separate tag. Check the conversion tag before adding one.