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.
After you’ve set up the enhanced conversions in the Google Ads API, you can validate that your enhanced conversions are effectively working in the enhanced conversions API diagnostics report. The diagnostics report helps 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 API set-up and understand how effectively you are recovering conversion data.
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.
Understand your diagnostic report status
At the top of your diagnostics report you’ll see one of the following status messages to indicate your overall enhanced conversions setup status:
- Recording enhanced conversions: Enhanced conversions are being recorded and no major issues are detected.
- Enhanced conversions not in use: You haven’t accepted the customer data terms, which are required to enable enhanced conversions. Click “view customer data terms” to review and accept the terms.
- Waiting to receive enhanced conversion data: You’ve enabled enhanced conversions but we haven’t received data yet. It could take up to 48 hours after receiving data to reflect the status. If the status doesn’t change after 48 hours of completing implementation double check that you’ve followed the instructions to set up enhanced conversions in the Google Ads API.
- Setup issues detected: There are issues with your enhanced conversions setup (additional details below).
- No recent conversion data to process: No recorded conversions in the last 7 days. Make sure your campaigns are active and your ads take people to a webpage that contains a conversion action tag.
Understand and fix diagnostics report alerts
If there are issues with your enhanced conversions setup, you’ll see one or more of the alerts listed below. If you see one of these alerts follow the instructions below to fix it.
Note: The alerts displayed in the diagnostic report are based on the past 1 day of data unless there isn’t enough data in the past day in which case the alert is based on the past 7 days of data. If there is a very low volume of conversions in the past 7 days (less than 20 conversions) alerts won’t be displayed since the volume is too low to properly understand your implementation status. Enhanced conversions are most helpful for advertisers who receive at least 20 conversions per week (including organic and ad-driven conversions).
The API conversion counts and tag conversion counts used in the alerts are deduplicated based on the order ID. So if you send multiple API pings with the same order ID it would count as 1 API conversion.
Additionally, note that Google cannot count API pings sent without Oauth so your API conversion counts will exclude API pings sent with unsuccessful Oauth.
You need to accept the customer data terms as follows:
- In the upper right corner of your account, click the tools icon
- Click Settings in the left-hand menu.
- Click Customer data terms.
- Review and accept the terms.
- Click Save.
We are receiving too few valid API pings relative to tag pings. If you see this alert, it means your API isn't set up correctly to send order ID, Oauth credentials, or hashed user data from your website.
You may see this error for any of the following reasons:
- Your API pings don’t include order ID.
- Oauth is set up incorrectly. Check the instructions to set up Oauth2 if you’ve implemented enhanced conversions in the Google Ads API.
- The user data is incorrectly hashed. Ensure that you use SHA-256 to hash your data before sending it to Google.
- Not sending API pings in all situations when your tag fires.
This alert shows if a low percentage of your API pings have a tag ping with a matching order ID. Generally it means that your website tags and API aren't sending the same order ID. It could also indicate that you’re sending too few tag pings relative to API pings.
To address this:
- Ensure you’re using the same method to generate order IDs for API pings and tag pings.
- Ensure that the relevant conversion tracking tag is present in all cases where you send API pings to ensure parity.
This alert shows if a significant portion of your enhanced conversions API pings have invalid or missing Oauth credentials. Edit your enhanced conversions API code to include the correct Oauth credentials for this account.
This alert shows if a significant portion of your enhanced conversions API pings are missing an order ID. You must include an order ID with all API pings to properly match against tag pings.
This alert shows if no tag pings are present. Ensure the tag is installed correctly on your website and that tag pings are always sent in addition to API pings. You can send enhanced conversions data via tag using Google Tag Manager or the global site tag.
Check how to verify enhanced conversions implementation using Google Tag Assistant.
This alert shows if you’re sending API data more than 24 hours after the conversion time. Edit your enhanced conversions API code to send data within 24 hours after the conversion event happens.
This alert may also show if conversion occurrence time isn’t included in your API pings. Check the Google Ads API instructions to learn how to include conversion time in your API request.
This alert means that the enhanced conversions data you’re providing is matching a lower than expected rate with Google logged-in users. This could be caused by a variety of factors. For example, if your customers frequently use an email address that’s different from the one registered on their Google account or if a small percentage of your users have Google accounts this could cause a low match rate.
You can improve your match rate by sending additional user identifiers. There are three user identifiers used by enhanced conversions as match keys: email, 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 fields you provide are complete and formatted properly. Data should be provided in a generally acceptable format (e.g. for email address, something like, email@gmail.com). For phone numbers, the tag will automatically remove symbols and dashes, but the number should contain country code. For names, there is a first name and a last name field, so the name should not be included in one single field.
Your enhanced conversions setup is missing email or address (which includes first name, last name, postal code, and country). As a result a significant portion of your conversions weren’t processed.