Przejdź do treści
whitead

Fix: Enhanced Conversions not enabled

ustalenie google ads zaktualizowano 2026.04.30 4 min czytania
// contents · 7 sekcji
  1. Why this matters
  2. How to verify the issue
  3. How to fix it
  4. How to confirm the fix worked
  5. Diagnostic checklist — run all five within 7 days of deploy
  6. Related rules + concepts
  7. Sources

Enhanced Conversions is off, or on with sub-90% match rate. Flip it correctly and recover 5-25% of attributed conversions Smart Bidding misses.

Why this matters

Without EC, the base tag transmits only browser-cookie-keyed events; signed-out users, ITP-truncated cookies, and post-banner abandonments vanish. The rule fires at MEDIUM severity because tracking still works — but Smart Bidding optimizes against an undercounted baseline. Search-heavy accounts recover +5-10%; YouTube-heavy approach the +25% ceiling. Stacked with Consent Mode v2 Advanced and server-side tagging, combined recovery hits 30-50% of otherwise-lost conversions (Conversios, 2025-09-12). For B2B, EC-for-Leads feeds the closed-won signal that predicts revenue.

How to verify the issue

  1. Tools → Conversions → Summary, open the primary action, scroll to Enhanced conversions. Toggle Off confirms the rule.
  2. If On, click Diagnostics. Match rate <90% on EC-for-Web (or <85% on EC-for-Leads) means misconfigured payload.
  3. Admin → Account settings → Customer data terms. Unaccepted terms trip the audit regardless of toggle state.
  4. In Chrome with Tag Assistant, walk a conversion path; the enhanced_conversions_data payload must contain hashed em, ph, or addr.

How to fix it

  1. Accept Customer Data Terms in Admin → Account settings. Otherwise every EC payload drops silently.
  2. Pick the variant. EC-for-Web for e-commerce and same-session lead-gen; EC-for-Leads for B2B closed-won from CRM. B2B needs both.
  3. Enable EC-for-Web. Tools → Conversions → Summary, open the primary action, expand Enhanced conversions, toggle on, choose Google tag. For GTM, install Conversion Linker and enable user-provided data with hashed em, ph, addr.
  4. Enable EC-for-Leads (B2B). Same toggle, select Customer data. Capture GCLID at form submit via a hidden field, store in CRM, upload closed-won via the UI, OCI API, or connector. Salesforce-native OCI is migrating to Google Ads Data Manager (Google Ads Help, 2025-10-08).

"Enhanced conversions uses a secure one-way hashing algorithm called SHA256 on your first-party customer data, such as email addresses, before sending to Google."
— Google Ads Help (2026-04-30)

How to confirm the fix worked

Diagnostic checklist — run all five within 7 days of deploy

  • Customer Data Terms = Accepted in Admin → Account settings.
  • Tag Assistant records enhanced_conversions_data with hashed em, ph, or addr on a live test.
  • Diagnostics shows Match rate ≥90% on EC-for-Web (or ≥85% on EC-for-Leads).
  • Status: Recording appears within 3 hours of the test.
  • No Hashing format invalid or Field unrecognized warning.

If all five pass, the finding closes. Sub-90% match rates usually mean dataLayer pushes raw email_address into a field the tag is not reading — fix the mapping, not the settings page.

Methodology note. In Whitead onboarding audits this is a recurring measurement-gap pattern — the EC toggle is off on the Primary action, or EC-for-Leads is absent on a B2B account whose CRM exposes closed-won events trivially. It is also a high-leverage low-effort fix: per Google's stated numbers (+5% Search avg, up to +25% YouTube — see Google Ads Help, 2026-01), 30-90 minutes of configuration yields a permanent recovery and unlocks downstream optimizations (Smart Bidding accuracy, audience signals, attribution fidelity). Whitead's audit signal weights two checks: (a) toggle state on every Primary action, and (b) Tag Assistant payload inspection — because the second failure mode (EC reads "Recording" while match rate sits well below the healthy band) only surfaces in payload diagnostics, not in the EC settings page. Treat the toggle being on as a checkpoint, not a finish line.

Sources

// czy to było pomocne?
// anonimowo · nie zapisujemy danych osobowych
← Wróć do Wiki