About the enhanced conversions for web tag diagnostics report

Enhanced conversions is a feature that can improve the accuracy of your conversion measurement. It supplements your existing conversion tags by allowing advertisers to send hashed first party customer data from your website in a privacy safe way. The hashed customer data is 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 enhanced conversions with Google Tag Manager or set up enhanced conversion with the Google site tag, you can validate that your enhanced conversions are effectively working in the enhanced conversions tag diagnostics report. The diagnostics report will help you identify and self-diagnose enhanced conversions implementation issues.

How it works

The enhanced conversions tag diagnostics report helps you diagnose the health of your enhanced conversions tag set-up and understand how effectively you are recovering conversion data.

View your enhanced conversions tag diagnostics report from the conversions page

  1. Sign in to your Google Ads account.
  2. Click the tools icon Tools and setting menu icon [Gear] in the upper right corner of your account.
  3. Under “Measurement”, click Conversions.
  4. In the conversion actions table, click the conversion action you want to check.
  5. Select Diagnostics from the page menu at the top.
Note: If it seems like there is an issue with enhanced conversions for any of your conversion actions, the tracking status for that conversion action will be "Check enhanced conversions.” If you hover over that status, you can click "Go to diagnostics" and you will go to the conversion diagnostics report to diagnose any potential issues.

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).
Switch to in-page code or API for better results

if you've set up enhanced conversions using the automatic method but you are likely to receive more benefit by switching to a manual implementation option:

  1. To fix this, first navigate to the conversion action details page. In the “enhanced conversions” section you’ll see “Automatic setup” selected as your setup method. Click the dropdown to select a different setup method.
  2. Next, use one of the following guides to set up enhanced conversions manually:
Enhanced conversions not in use

You need to accept the customer data terms to enable enhanced conversions:

  1. In the upper right corner of your account, click the tools icon Tools and setting menu icon [Gear], and under "Measurement", click Conversions.
  2. Click Settings in the left-hand menu.
  3. Click Customer data terms.
  4. Review and accept the terms.
  5. Click Save.

Data that is sent prior to accepting the customer data terms will not be processed.

Setup is missing required address fields
This alert shows if your enhanced conversions setup is missing at least one of the following fields: first name, last name, postal code, or country.
All four fields must be sent to be used. Note that if you also send user email we’ll use email to match to Google signed-in users even when the address is missing or incomplete.
Missing user data fields

Some of your conversions don’t include any enhanced conversions data fields. This means that the enhanced conversions parameter wasn’t transmitted in some instances when your conversion tag fired. Make sure you’ve set up enhanced conversions correctly on all pages where your conversion tag is present.

You can use Google Tag Assistant to test each of your conversion pages to determine if you’re sending the enhanced conversions parameter. Check how to verify enhanced conversions implementation using Google Tag Assistant

Once you’ve identified which pages have issues, double check your implementation against the instructions to set up enhanced conversions manually with Google Tag Manager or set up enhanced conversions manually with the Google tag.

Missing user-provided data

Some of your conversions don’t include any enhanced conversions data. You’re sending the enhanced conversions data fields, but the data you’re sending is empty.

This issue could be caused by the following:

  1. User-provided data isn’t available on some of your conversion pages. For example, signed-in customers may not re-enter their first-party information, or it may be collected on the previous page.
  2. The CSS selector or Javascript variable is not set up properly or does not work in all situations. For example, CSS selectors may not work on all browsers or may function differently on mobile and desktop.

You can use Google Tag Assistant to test each of your conversion pages to determine if you’re sending the enhanced conversions fields. Additionally, you may need to test your conversion setup on different browsers and devices. Check how to verify enhanced conversions implementation using Google Tag Assistant

Once you’ve identified the root cause, you can assess different implementation options to set up enhanced conversions manually with Google Tag Manager or set up enhanced conversions manually with the Google tag.

Setup has incorrect data formatting

User data (email, phone number, and address) isn't correctly formatted or is being hashed prior to being set.

At this time, enhanced conversions doesn't support advertisers pre-hashing their data--the Google tags perform this hashing for you. We use the SHA256 algorithm to hash the first party data you provide with your enhanced conversions. SHA256 is the industry standard for one-way hashing of data.

Alternatively, you may have issues with the formatting of your data. Ensure that you’re passing valid user email addresses (with an “@” symbol) and that phone numbers include a country code.

If the string after “tv.1~em.” is not a hashed value, but is instead showing one of the codes below, you have an error in your enhanced conversion data set up and will need to troubleshoot accordingly. Check how to verify enhanced conversions implementation using Tag Assistant.

Code Error
Empty or no error code If you just see “tv.1” it means the em parameter is present but it’s empty. PII is not available on the page or the setup is incorrect.
e0

Field does not pass formatting validation checks

For example, email does not have "@", or phone number has "abcd"

e1 Unsupported Browser. This happens when the conversion occurs in certain legacy browsers. We expect this case to be rare, if you find this situation to have occurred, please try to trigger the conversion in an updated Chrome browser.
e2 SHA256 failed. This could be because there were unexpected characters in the input into the hashing function. Please try again with a new conversion and set of user identifiers to see if the problem persists.
e3 Web page is not secure. Enhanced Conversions will only hash user data when the webpage is served in HTTPS protocol not HTTP protocols.
Setup is missing required address fields

Your enhanced conversions setup is missing at least one of the following address fields: first name, last name, postal code, and country. All four fields must be sent to be used. Note that if you also send user email we’ll use email to match to Google signed-in users even when the address is missing or incomplete.

Ensure that all four fields are being captured whenever your conversion tag fires. Check instructions to set up enhanced conversions manually with Google Tag Manager or set up enhanced conversions manually with the Google tag.

Not enough matches for your conversions

This alert means that the enhanced conversions data you’re providing is matching at 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. The other common cause is formatting issues with the user data. If you see alerts indicating incorrect formatting, it’s very likely that this is the case to not enough matches.

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 variables 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.

Verify enhanced conversions implementation using Tag Assistant

Tag Assistant is a tool that lets you verify your conversion actions directly on your website from your Google Ads account. As you click through each page of your website, debug information will appear in the Tag Assistant badge and give you instructions to resolve the unverified or inactive tag conversions.

Note: If you use Google Tag Manager, you should use the Google Tag Manager preview and debug mode to verify your enhanced conversions. First, enable preview and debug mode and navigate to your conversion page. In Google Tag Manager, click on your Google Ads Conversion Tracking Tag then click the "Variables" tab. You can see the data being sent in the Google Ads Enhanced Conversions object.

Instructions

  1. Open Google Tag Assistant.
  2. Enable Debug mode and trigger the conversion action.
    • To start a new debug session in Tag Assistant:
      1. From your web browser, open the Tag Assistantactivation page.
      2. Click Add domain.
      3. Enter the URL of the page you would like to debug.
      4. Click Start.
      5. Some sites/pages might be broken by an additional debug parameter added to the url. If so, you can uncheck the box “Include debug signal in the URL”.
    • Once enabled, a new window will launch for the page you entered, with the debug UI opening in the existing Tag Assistant browser window. The debug UI in the Tag Assistant window shows detailed information about your gtag() commands and hits, including how tags are fired and what data is being processed. The debug window will stay open and display debug information while you navigate within the same domain and as long as there is a Google tag (gtag.js) tag on the page.
    • As you click through your website, the debug window will update information about how your tags are fired. You can use this information to see if a tag fired successfully, what triggered (or did not trigger) its firing status, and what network requests were made as a result of the tag firing.
  3. Trigger the conversion.
    • Navigate to the conversion page on your website where you’ve implemented enhanced conversion. In order to find the conversion page URL use the following steps:
      1. In the upper right corner of your account, click the tools icon, and under "Measurement", click Conversions.
      2. Click on the conversion you wish to locate.
      3. Click the Webpages tab.
      4. The first column will show the URL where the conversions are taking place.
  4. Find the em Parameter.
    • In the Tag Assistant debug Summary window, click Conversion in the left-hand menu, then click Conversion under the Output section. Locate the em parameter under “Hit Details”.
      • The em parameter is the SHA256 hash value of the user data that is being sent by the enhanced conversions feature to Google. If you see this em parameter and a proper hash value (a long string of over 10 characters), then enhanced conversion data is being sent successfully.
      • If the em parameter is missing entirely then your tag is configured incorrectly such that enhanced conversion data isn’t being sent.
      • If the em parameter is present but looks like “tv.1~em.” then you’re sending the enhanced conversion parameter but it’s empty.
      • If the em parameter is present but looks like “tv.1~em.e1” then you’re sending the enhanced conversion parameter but there’s an issue with the data you’re sending. Refer to the diagnostic report for additional details on possible errors.

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