Enhanced conversions is a feature that can improve the accuracy of your conversion measurement. It supplements your existing conversion data by sending hashed first party customer data in a privacy safe way. The hashed customer data is then compared to hashed customer data of signed-in Google accounts and attributed to ad events to help measure your campaign conversions.
Once you’ve set up the enhanced conversions API using instructions provided by your Google sales representative, you can validate that your enhanced conversions are effectively working in the enhanced conversions API diagnostics report. The diagnostics report will help you identify and self-diagnose enhanced conversions implementation issues.
How it works
The enhanced conversions API diagnostics report helps you diagnose the health of your enhanced conversions set-up and understand how effectively you are recovering conversion data. When you view the enhanced conversions API diagnostics report you’ll see the following health checks:
- Current status
- Conversion data validity
- Customer data validity
- Match status
View your enhanced conversions API diagnostics report from the Conversions page
- Sign in to your Google Ads account.
- Click the tools icon in the upper right corner of your account.
- Under “Measurement,” click Conversions.
- In the conversion actions table, click the conversion action you want to check.
- Select Diagnostics from the page menu at the top. You’ll be able to see your enhanced conversions API diagnostics report and the metrics in each section.
Your current status will show one of the following options:
- Recording enhanced conversions
- There has been a successful conversion with enhanced conversions data in the last 7 days.
- No recent enhanced conversions
- There have previously been successful conversions recorded with enhanced conversions data (at some point in time), but there have not been any in the last 7 days.
- Not recording enhanced conversions
- There has not been a conversion recorded that included enhanced conversions data for this conversion action. When your status is “Not recording enhanced conversions”, an alert will display in the diagnostic report prompting you to check your setup. This may be because you have attempted to implement enhanced conversions, but did not complete all steps successfully. Please refer to the enhanced conversions API instructions to make sure you have implemented the enhanced conversions API properly.
- To record conversions make sure you’ve enabled enhanced conversion in your conversion settings and you’ve enabled your campaign.
Coverage measures the portion of your conversions which are supplemented with enhanced conversions in the conversion request. The diagnostics report will indicate if you are providing enhanced conversions data for a sufficient amount of conversions.
Troubleshooting your coverage
If you see a notification for coverage, that means your conversions are not always supplemented with enhanced conversions data. If you have recently made changes to your enhanced conversions configuration, wait at least one week and then check your diagnostics report again.
First, please review the enhanced conversions API instructions to make sure you have implemented the enhanced conversions API properly.
One of the most common reason you might see a notification for coverage is:
- Enhanced conversions are not implemented properly in all places where that conversion action is triggered. We require both your conversion tag and EC API pings to have Order ID set up. If we detect that there is little overlap between your conversion tag and EC API based on Order ID, it could be a sign that you are not sending EC API conversions in all instances where the conversion action that you want to activate enhanced conversions is being triggered.
Customer data validity measures how effectively your customer data is validly formatted and successfully passed to Google. You’ll need to have at least one correctly formatted customer identifier to enable matching (e.g. email or name & home address).
Troubleshooting your customer data validity
If you see a notification for coverage rate, that means that your conversions are not always providing complete, properly formatted first-party customer data with your enhanced conversions.
Below is a list of the most common reasons for lower than expected customer data validity:
- You may not be providing complete data for matching. To use enhanced conversions, you must provide either an email address or a full name and address with the enhanced conversions data. The full name and address must include first name, last name, street address, city, region, postal code, and country. If any piece of that is missing, the address will not be valid for matching. Also, providing a phone number only works when supplementary to email or name and address. If you provide a phone number by itself, the enhanced conversions data will not be valid. Learn more about specific data requirements in the enhanced conversions API instructions.
- Enhanced conversions data may be poorly formatted. It’s important that the data provided is in the format as specific in the enhanced conversions API instructions. If it is not formatted properly this could negatively impact your customer data validity.
- Data is not correctly hashed and encoded or formatted. For Customer Data fields, you will need to format the data into a standard format and then hash it using SHA-256. The hash must then be encoded using web-safe Base64 format before sending it to Google. Furthermore, the customer data needs to follow the data structure and formatting required for the data is listed in the Enhanced Conversions API instructions. Please review this if you are having problems with your customer data validity.
Conversion data validity indicates if the conversion data provided in your API connection is consistently including the necessary conversion event information. To use the enhanced conversions API, it is necessary to include the following conversion event data:
- Order ID
- Conversion Time, in the proper format
- Conversion ID and Label
- Conversion value
- User Agent
- OAuth access token
Troubleshooting your conversion data validity
If you see a notification that there is an issue with your conversion data validity, please review the Enhanced Conversions API implementation guide provided by your Google representative and make sure your current configuration is implemented properly. The notification may indicate if a particular data parameter is missing in all requests. If that is the case, work with your development team to troubleshoot on that particular parameter.
- Order ID - This needs to be provided as a string; learn more about how to use a transaction/order ID.
- Conversion Time - Use your system time noted in Unix microseconds format (integer), which must be provided within the required timeframe specified in the enhanced conversions API implementation guide.
- Conversion ID and Label - These are found in your Google Ads account. IDs should be passed as integers and Labels should be passed as strings.
- Conversion value - This needs to be present in your API request per requirements. It should be formatted as a floating point variable. Learn more about conversion values.
- User Agent - User Agent is used to measure cross-device and same-device conversions.This can be found in your user’s HTTP request header when users convert on your web page; this should be passed as a string.
- OAuth access token - A valid authentication token needs to be present per requirements. Authenticating your requests with OAuth is an important security protection to ensure that your data is protected. You can read the enhanced conversions API instructions for more information.
Match status indicates whether your hashed customer data matches hashed customer data from Google.
Troubleshooting your match status
If there are issues with your match status, that means that the enhanced conversions data you are providing is matching a lower than expected rate with Google logged-in users who interacted with your ad.
There are three customer identifiers used by enhanced conversions as match keys: email address, full name and address, and phone number. To improve your match status, the best practice is to provide as many match keys as you can. Providing more match keys will increase the odds that your data is able to match and improve the accuracy of your conversion reporting. Additionally, it is important to make sure the variables you provide are complete and formatted properly. Learn more about specific data requirements in the enhanced conversions API instructions.