Diagnose Google Enhanced Conversions for Leads
Enhanced Conversions for Leads matches an imported conversion back to the ad that produced the lead, using data your form collected rather than a cookie. That makes it durable across long sales cycles, and it also means both ends have to be right: the form has to capture the data and the import has to carry it.
Google reports its own diagnostics in the Google Ads interface, and they are specific enough to point straight at which end is wrong.
What the diagnostics mean
Section titled “What the diagnostics mean”| What Google reports | What it means, and what to do |
|---|---|
| Tag is not firing on your website form | The Google tag is not running on the form itself. Configure it to capture user-provided data, such as the email address, on form submission. The imported conversion is matched back to the ad using that data, so without it there is nothing to match on. |
| User provided data is not firing on your website form | The same cause. The tag is present but the user-provided data event is not firing, so no identifying data is captured at the point of submission. |
| No attempted imports with user-provided data | The tag is implemented correctly and the problem is at the other end. Your imported conversions are not carrying the same user data fields the form captured. Check that the export or CRM sync includes the email address and phone number, hashed, and not just the click identifier. |
Active does not mean active
Section titled “Active does not mean active”Enhanced Conversions showing as active is not the same as Enhanced Conversions for Leads being active. The two are separate settings and we regularly see the first switched on while the second is not. Check both.
Before going live
Section titled “Before going live”- Conversion tracking is enabled in Google Ads and the customer data terms have been accepted.
- The conversion action exists, with a goal of Qualified lead or Converted lead. Either of those two is strongly preferred over the alternatives.
- Under settings, both Enhanced conversions and Enhanced conversions for leads are enabled, with the option to manage them through Google Tag Manager selected.
- The thank-you page, or whatever page follows a submission, fires the conversion tracking event.
- In your tag manager, the tag type is Google Ads User-provided Data Event. This is the one that captures the user-provided data variable, and a different tag type will not do it.
- The form collects an email address and a phone number, and both are available to the tag.
- You have confirmed the tags fire, using Tag Assistant or your tag manager’s preview mode.
After going live
Section titled “After going live”- Allow 24 to 48 hours for conversion data to appear fully. Checking sooner shows an incomplete picture rather than a problem.
- Compare the conversion count in Google Ads against what you imported, and confirm the two are in the same range.
- Confirm the first-party data is arriving correctly rather than just that conversions are. Look for mismatches between what the form captured and what was imported.
- Check the records in your CRM carry the email address, phone number and name the import depends on.
Two traps worth knowing
Section titled “Two traps worth knowing”- A form that collects only a phone number leaves phone as the sole matching key. It works, and the ceiling is lower than it would be with an email address as well.
- A phone number captured on the form without a country code and exported from the CRM with one are two different values. This mismatch is easy to miss because both look correct in isolation.