ReferenceTracking error
Tag not firing on your website forms
The Google tag is not capturing the details a website lead form submits, so lead matching has less to work with. Configure the tag to capture form submissions, with Google Tag Manager or the Google tag, then test one real submission in Tag Assistant or preview mode. Test the thank-you page too, because user data may not reach every conversion page.
At a glance
- Where it shows
- In the enhanced conversions for leads diagnostics report.
- What stops
- Lead conversions that depend on the form's data are matched with less information.
- How serious
- Moderate. Lead conversions lose matching strength until the form's data is captured.
What it means
Google's diagnostic says the tag may not be firing on the website's lead forms, so it is not capturing the email address or phone number a form submits. Offline imports match those hashed details against the data on the site and in signed-in Google accounts. Without the tag, the match has less to work with.
The alert names email and phone submissions as its examples and does not list which form types need the tag. Treat every lead form a visitor submits as in scope.
What actually triggers it
A form served from another company's booking page
Not on Google's help page
In one real account, most of a gap between GA4 lead events and website form submissions came from a third-party booking form that never fired the lead event. The tag on your own pages cannot hear a submission that happens on someone else's domain.
A thank-you page without the form's data
Google's page says user data may not appear on every conversion page, for example when it was collected on an earlier page. A thank-you page needs its own test.
A tag on the page but not on submission
The steps ask the tag to capture submission data, which is a setup step beyond installing the tag. A tag can load on every page and still send no form data.
Fix it in this order
- Choose the setup route: Google Tag Manager, or the Google tag. Follow Google's enhanced conversions for leads guide for that route.
- Configure the tag to capture the user-provided data from each lead form's submission: the email address and phone number.
- Submit a test form while Tag Assistant is connected. If you use Google Tag Manager, use preview and debug mode and check the Enhanced Conversions object in the Variables tab of the Google Ads Conversion Tracking tag.
- Submit a test through the thank-you page and check that the data is there as well, since it may not reach every conversion page.
Google's page does not say how long the report takes to clear after a fix, so repeat the test rather than waiting for the alert to go.
Often confused with
Enhanced conversions not in use
The customer data terms are not accepted, so the feature is off. Accept the terms there. This alert is about the tag on the form.
Awaiting conversions
A count of no conversions over seven days. A form tag that does not fire can cause it, but awaiting conversions describes the count and this alert describes the data the tag sends.