Tag is missing user-provided data
Google Ads flags Tag is missing user-provided data when some lead conversions send no email, phone or name from the form. Check the same conversion page twice, once signed in and once signed out, with Tag Assistant. Then fix the selector or variable on any page that sends nothing, or set the tag up again by hand.
At a glance
- Where it shows
- The lead conversion's diagnostics under Goals, Summary, then Diagnostics.
- What stops
- No ad stops. Leads still arrive, but without the data that lets Google match them to a person.
- How serious
- No policy risk. The cost is lower matching for the leads that send nothing.
- How long
- The alerts read the past day of data, or the past seven days when there is less.
What it means
The tag fires on the thank-you step, but at least some of the conversions it reports carry no user fields or empty ones. The page does not say which part fails. The empty fields can come from the page, the form or the way the tag reads them.
The alert is about some conversions, not all of them. A form that sends data for most visitors and none for a few still raises it.
What actually triggers it
Signed-in visitors who never re-enter their details
Google's page says signed-in customers may not re-enter their first-party information, so a form that reads the typed fields sends nothing for them. Test the signed-in path separately.
Details typed on an earlier step
Google's page also says the data may be collected on the previous page. In a two-step form where the email goes in on step one and the conversion fires on step two, the tag reads an empty field.
A selector or variable that fails on some pages
The page says the CSS selector or JavaScript variable may be misconfigured or fail in some situations. A form that renders differently on one page or one device can drop out silently.
Only one of several forms wired to the tag
A site with more than one lead form, such as a contact form and a quote form, where only the first was wired. The second form fires the thank-you event with no data attached.
Fix it in this order
- Open Goals > Summary, hover over the status, and select Diagnostics. Note which conversion action the alert names.
- Test each conversion page with Google Tag Assistant. Run it signed out, then signed in, on the same browser, since Google's page points to the signed-in case. On a Tag Manager setup, use preview and debug mode and read the Google Ads Enhanced Conversions object in the tag's Variables tab.
- Repeat the test on different browsers and on both mobile and desktop, as Google suggests, so a device-only failure shows.
- Fix the selector or variable on any page that sends empty fields, or set up the enhanced conversions tag again by hand through Google Tag Manager or the Google tag.
- Check the alert again after a day of new leads.
The alert reads the past day of data, so a fixed page can keep the alert until the next day's leads come through. Recheck with a real lead, not only the test.
Often confused with
No user-provided data matches
The data arrives but matches nothing. Here the data is missing before it is sent.
No attempted imports
The tag works, and nothing has been uploaded. The problem is on the import side, not the form.
Setup issues detected
The send includes data with an error in it. This alert is about data that never reaches the send.