There have been quite a lot of changes in marketing analytics over the past couple of years, and the main goal of most of them has been protecting the privacy of users’ data.
The GDPR, restrictions on third-party cookies in Safari (and announced restrictions in Chrome in 2024), and the release of GA4 make campaign monitoring and conversion tracking for marketers much more complicated.
To help marketers improve their conversion tracking accuracy in a privacy-friendly way, Google has added a new feature called enhanced conversion tracking, which ensures accurate conversion data.
Conversion measurement is crucial in digital marketing as it improves the accuracy of tracking campaign performance.
In this article, updated in April 2025, we explain what enhanced conversion data is, the advantages of this feature, and different ways to set it up.
Google's enhanced tracking in the ad platform improves conversion accuracy while protecting and maintaining user privacy. This feature encrypts first-party data (name, phone, email) from your site, ensuring accurate measurement, attribution, and privacy compliance.
Using SHA-256 hashing, Google links this data to users' accounts to associate conversions with specific ad clicks, also enabling offline conversion tracking to evaluate the impact of online ads on offline sales. Introduced by Google in May 2021, enhanced tracking supplements existing conversion tags with first-party, user-provided data.
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Let’s consider two practical scenarios. For both examples, we’ll assume that you have an online shop that sells, say… musical instruments.
Example 1:
Example 2:
It is essential for accurate conversion tracking campaign conversions, data privacy, and adapting to the modern digital advertising landscape. Key benefits include:
By implementing Google's advanced tracking, advertisers gain a clearer view of conversion data, comply with privacy laws, adapt to browser updates, and engage audiences responsibly, optimizing campaigns with accurate data-driven insights.
You can set up two types of advanced conversion tracking setup: Enhanced conversions for web and for leads.
Implementing Enhanced conversions for web allows tracking of online conversions by sending encrypted first-party data (name, email, phone, address) when a user makes a purchase.
Implementing Enhanced Conversions for leads enables offline conversion tracking by uploading encrypted first-party CRM data, which links conversions to the relevant ad campaigns.
There are several ways to set it up, depending on how you set up data collection on your site: through Google Tag Manager (GTM) or the Google tag (gtag.js), or Google Ads API.
There are four main setup options:
Since setting up with the Google tag and the Google Ads API may require developers' input, in this article, we'll take a closer look at the first two methods that you can implement yourself.
Using the automatic method, you can set up without changing the conversion tracking code that is already on your page.
The automatic method may not be available when:
What you need to set up:
Basic setup steps:
1. Sign in to your ads account. In the upper right corner, click on Tools and Settings, and in the Measurement section, select Conversions.
2. Select the conversion action you want to set up enhanced tracking for.
3. Click on the Enhanced Conversions section and check the box next to Turn on enhanced conversions.
4. Click Agree to the compliance statement. Then select Google Tag or GTM and click Next.
5. Check your site for the Global site tag. To do this, enter the landing page URL and click Check URL.
6. The Tag type field will display the tracking method you use on your site. If it's a Google tag, you should be able to complete the setup at this point. If you are using GTM, click the Open Google Tag Manager link, click Save, and continue with your GTM account.
7. To complete automatic setup in GTM, wait five days after signing the Terms of Use in your account. Once this period has passed, open the Tags tab in GTM and select the conversion tracking tag for Google Ads.
Make sure the Conversion ID and Conversion Label for the tag and for the Google Ads conversion tracking match.
8. Check the box next to Include user-provided data from your website and select New Variable… from the drop-down list.
9. Select Automatic collection. Click Save for the variable, then save the tag.
These steps must be repeated for each conversion action.
In this way, you can set up enhanced conversion tracking with minimal or no changes to your website tag configuration.
To set up using GTM:
There are three manual configuration options in GTM:
Next, let's consider the setup option using CSS selectors.
1. Sign in to your Google Ads account. In the upper right corner, click on Tools and Settings, and in the Measurement section, select Conversions.
2. Select the conversion action you want to set up enhanced tracking for.
3. Click on the Enhanced Conversions section and check the box next to Turn on Enhanced Conversions.
4. Click Agree to the compliance statement. Then select Google Tag or GTM and click Next.
5. Check your site for the Google tag. To do this, enter the landing page URL and click Check URL.
6. In the Tag type field, a tracking method should appear: GTM. Click Save and continue with the setup in your GTM account.
To complete automatic setup in GTM, you must wait five days after signing the Terms of Use in your account.
1. Open the conversion page in the Chrome browser. It should already have a conversion tracking tag on it. If you aren't sure about this, check with your developers. To set up enhanced conversions, this page must contain the user's email address or physical address along with the first name, last name, zip code, and country. The rest of the fields are optional.
2. Copy the CSS selectors that you will need to specify in GTM. To do this, on the conversion page, click on the field with the data you want to send — for example, the email field. Then right-click and select View Code. The source code of the site will appear in DevTools, and part of the code will be highlighted. Hover over the highlighted code, right-click, and select Copy, then choose Copy selector.
1. Sign in to your GTM account. Open the Tags tab and select the Google Ads Conversion Tracking tag for which you want to implement.
Make sure the Conversion ID and Conversion Label for the tag and for the Google Ads conversion match.
2. Check the box next to Include user-provided data from your website and select New Variable… from the drop-down list.
3. Select Manual Configuration.
4. For each user data field that you want to track, select New Variable… from the drop-down menu.
5. On the Variable Configuration screen, click the Choose a variable type link and select DOM Element.
6. On the Variable Configuration screen, in the Selection Method field, select CSS Selector and enter the selector you copied from the conversion page.
7. Give the variable a name and save it.
These steps must be repeated for each conversion action for which you want to set up.
Important! What should I do if the conversion for which I want to set enhanced conversions has been imported from Google Analytics 4, and this option is not available?
In this case, you need to create a similar conversion with Conversions source=Website.
To avoid duplication, for identical purposes, you can select the Secondary conversion type; in this case, these conversions will not affect the optimization (they will be used for observation and reporting) and will also allow you to receive additional signals. Once the conversion has collected enough data, you can optionally switch to optimization for Website conversion.
If you set up enhanced conversions with GTM, check if the tag works correctly when a conversion action is performed.
To do this, open Tag Assistant and enable debug mode for the conversion page. In the Tags tab, select the desired event.
By clicking on a tag, you will see detailed information about it:
If the tag works correctly, information about conversions should appear in Google Ads within 48 hours.
You can check the conversion status in your account. To do this, in the upper right corner, click on Tools and settings, and in the Measurement section, select Conversions. Select a conversion and go to the Diagnostics tab. If everything is configured and working correctly, you'll see the following message:
If you see a similar status on the screen, it can serve as an indicator of a lowered Match Rate.
Such a status does not always indicate that you need to change the way you trace conversions. We ran into a similar issue while setting up for one of our clients. In that case, the Match Rate was influenced by the type of emails that were sent along with the conversions.
Since our client was a B2B web developer, a significant part of the transmitted emails were not tied to Google Workspace accounts, and, as a result, there was no match. The incremental impact of implementation can be estimated within two to four weeks.
You can set up this feature in three ways:
Setting up Enhanced Conversion for leads is like playing a strategic game, where you connect your online ads to the real-world actions they lead to. Here's a step-by-step process.
By following these steps, you'll set up Enhanced Conversions for Leads using GTM. This setup allows you to track offline conversions (like phone calls or in-person visits) that originated from online leads, providing a much more accurate and comprehensive data view of your ad performance. Remember, the key is to ensure that the email field is correctly identified and that the tag fires at the right moment when the form is submitted.
To establish enhanced conversions for leads using Google Tag, ensure that auto-tagging is enabled, as it is essential for importing non-online conversions.
This process allows you to track non-digital conversions that originate from online leads from Google Ads campaigns, enhancing your ability to measure the efficiency of your campaigns.
By following these steps, you'll be able to track online interactions with your ads and the offline conversions they lead to, giving you a more comprehensive view of your ad campaign's effectiveness.
Enhanced conversions help advertisers and marketers use first-party data without violating privacy requirements. You can use enhanced conversions to get more data and improve its accuracy, improve bid and budget management, and optimize your advertising campaigns in general.
There are many ways to set up other tracking technologies to enhance conversions, depending on how tracking is implemented on your site.
If you need help setting up enhanced conversions, sign up for a demo. OWOX specialists will help you set up enhanced conversion tracking in a way that is relevant to your website.
To track lead conversions in Google Ads, create a new conversion action under 'Tools & Settings' > 'Conversions.' Choose 'Website' as the source, name the conversion (e.g., 'Lead Form Submission'), select 'Lead' as the category, and set a value. Decide on the count, conversion window, and attribution model. Finally, install the conversion tracking tag on your website, either manually or via Google Tag Manager.
Enhanced Conversions for Leads in Google Ads is a feature that boosts the accuracy of tracking offline conversions originating from online leads. It leverages user-provided data, like email addresses, from lead forms to better link offline actions (like phone calls or in-store visits) to online ad interactions, enhancing campaign insights and optimization.
Google Ads conversion tracking operates by embedding a small code snippet, known as a conversion tag, on your website. When a user clicks on your ad and takes a desired action on your site (like making a purchase or filling out a form), the tag is triggered, recording this action as a conversion in your Google Ads account. This allows you to measure the effectiveness of your ads and optimize your campaigns.
To set up Enhanced Conversions in Google Ads, navigate to 'Conversions' under 'Tools & Settings.' Create a new conversion or edit an existing one. Enable 'Enhanced conversions' and choose your data source. Input the required customer data fields, then install or modify the conversion tracking tag on your website accordingly.
To set up Google Ads conversions, go to your Google Ads account, click on 'Tools & Settings,' then 'Conversions'. Click '+ New conversion action,' choose the type (website, app, phone calls, or import), and follow the prompts to define the conversion action details. Finally, install the provided tracking code on your website.