How to Set Up Enhanced Conversions in Google Ads

Overview

Enhanced conversions in Google Ads let you track conversions more accurately by using first-party data, like email or phone, to improve measurement. This is especially useful for B2B SaaS brands that want better attribution from lead to revenue. In this guide, you’ll learn how to set up enhanced conversions step-by-step inside Google Ads and Google Tag Manager.

Step-by-Step Instructions

1. Check eligibility in Google Ads

• Log in to your Google Ads account.

• Click Tools & Settings > Conversions.

• Find the conversion action you want to upgrade.

• Look for an Enhanced conversions section. If you see it, you're eligible.
  
  

2. Turn on Enhanced Conversions

• In the same conversion action, click Edit settings.

• Scroll to Enhanced conversions and click Turn on.

• Choose Google Tag Manager as the implementation method.
  
  

3. Collect customer data on your form

• Make sure your lead forms capture at least one of the following:

  • Email address

  • Phone number

  • Name and mailing address
    
    

• The data must be available in the page’s source code or data layer after form submission.
  
  

Pro Tip: Work with your dev team to confirm the data is captured in the DOM or data layer for tagging.

4. Set up a variable in Google Tag Manager

• Go to Variables > New.

• Choose Data Layer Variable or DOM Element Variable, depending on where the customer data lives.

• Name it (example: dl_email for email from the data layer).
  
  

5. Update your conversion tag in GTM

• Find your existing Google Ads conversion tag.

• Click Edit tag configuration.

• Scroll to Enhanced conversions settings.

• Toggle Include customer data.

• Map the customer data variables you created (email, phone, etc.) to the correct fields.

6. Test your setup

• Click Preview in Google Tag Manager.

• Submit a test lead on your form.

• Check that the enhanced conversion data passes to the tag using Tag Assistant.
  
  

7. Publish your GTM container

• If the test looks good, click Submit > Publish in Google Tag Manager.
  
  

8. Verify data in Google Ads

• Go back to Google Ads > Conversions.

• Select your conversion action.

• Look for the Enhanced conversions status to show as Recording after 48-72 hours.
  
  

Final Checklist

✅ Confirm eligibility in Google Ads
✅ Turn on enhanced conversions
✅ Map customer data in GTM
✅ Test tags with Tag Assistant
✅ Publish container
✅ Check data recording in Google Ads

By following these steps, you’ll improve tracking and attribution for your paid campaigns, helping you measure pipeline impact more clearly.