Enhanced conversions are on. Are they sending anything?
Google merged enhanced conversions for web and for leads into one setting in June 2026. A setup can show as on and still send no usable data.
The short answer
In June 2026, Google combined enhanced conversions for web and for leads into a single setting. Turning that setting on does not change your Google Tag Manager tags. So an account can show enhanced conversions as active while the tags send little or nothing Google can use.
What changed in 2026
- April 2026: Google began accepting customer data from website tags, Data Manager and API connections at the same time, instead of one method per account.
- June 2026: Enhanced conversions for web and for leads became one setting, and the screen for choosing a method went away.
- Accounts that had never accepted Google's customer data terms may show the feature as available but inactive.
Five things to check
- Status in Google Ads. Open each conversion action's diagnostics. "Setup issues detected" or an urgent status means data isn't arriving as expected.
- What the tag actually sends. In Tag Manager's preview, confirm the user-provided data holds an email address or phone number on the conversion. Then check the network request for the hashed email parameter.
- Hashing done once. Send the raw value and let Google's tag hash it. Hashing it yourself first means it gets hashed twice and won't match.
- Forms that changed. If a redesign renamed or moved the email field, the tag can still fire with nothing to send.
- Consent. Enhanced conversions depend on the
ad_user_dataconsent signal. Lower match rates from visitors who decline are expected; zero data usually isn't.
For agencies
Check every client account, not just the one that prompted the question. The change applied account by account, and setups that looked fine before June may not have been rechecked.
