About the enhanced conversions 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, 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. When you view the enhanced conversions tag diagnostics report you’ll see the following health checks: 

  • Current status
  • Coverage
  • Customer data validity
  • Match status

View your enhanced conversions tag diagnostics report from the Conversions page

 
  1. Sign in to your Google Ads account.
  2. Click the tools icon  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. You’ll be able to see your enhanced conversions tag diagnostics report and the metrics in each section. 
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 “enhanced conversions tag diagnostics report” to diagnose any potential issues.

Understanding and troubleshooting your enhanced conversions tag diagnostics report 

Current status

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. 
      • If you see this status, check your Conversions page to see if this particular conversion action is still recording conversions without enhanced conversions data. Reference how to set up enhanced conversions to make sure you have properly set up your conversion tracking tags.
  • 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. Read how to set up enhanced conversions and make sure you have implemented enhanced conversions properly.
    • To record conversions make sure you’ve enabled enhanced conversion in your conversion settings and you’ve enabled your campaign. 
Coverage

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 that your conversions are not always supplemented with enhanced conversions data. 

First, review how to set up enhanced conversions and make sure you have implemented enhanced conversions properly.  If you recently made changes to your enhanced conversions tags, wait at least one week and then check your diagnostics report again.

There are a variety of factors that could cause the notification to appear , but below is a list of the most common reasons for a lower than expected coverage: 

  • Enhanced conversions are not implemented properly in all places where that conversion action tag fires. If you have your conversion tracking tag firing on different pages, it is possible that only some of those conversion tracking tags have been updated to capture enhanced conversions data.
  • There are different versions of your website, and only some of which have enhanced conversions implemented properly. If you have different versions of your website for reasons such as language, device, or even temporary A/B testing, it’s possible that in some versions of your site, enhanced conversions are not configured properly.
  • Enhanced conversions data is not available at the time of conversion in all cases. Enhanced conversions data may be available some of the time, but not be available at the time of conversion in some cases such as when:
    • Customers pay through a third-party payment processor, which may require that they enter customer data on a different domain instead of directly on your website like they do when they do not use a third-party payment processor. 
    • Signed-in customers may not be required to enter their first-party information in the same places that non-signed in users are required to. This may happen if you are attempting to use customer data for enhanced conversions from a form that signed-in users do not need to complete, such as a “guest checkout” or “first time user” form. 
Customer data validity

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 customer data validity, 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 tag. 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 how to set up enhanced conversions for Google Tag Manager or for the global site tag
  • Enhanced conversions data may be poorly formatted. First, it’s important that the data provided is 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 variable, so the name should not be included in one single variable. Lastly, make sure that when copying and pasting any code that you did not inadvertently leave in any example placeholder code that should be replaced with your respective variable names.
  • Data must be sent over HTTPs.  Hashed customer data for enhanced conversions is only sent when the website is served in an HTTPs state. If this is not the case, the conversion would be recorded, but the enhanced conversions data would not be provided.
Match status

Match status indicates whether your hashed customer data matches hashed customer data from Google. 

Troubleshooting your match status

If you see a notification with 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. 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 variable, so the name should not be included in one single variable. Lastly, make sure that when copying and pasting any code that you did not inadvertently leave in any example placeholder code that should be replaced with your respective variable names.

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