Enhanced conversions for leads implementation checklist

This checklist is designed to verify that all necessary steps for a successful enhanced conversions for leads implementation have been completed correctly.

On this page

• Prerequisites and Google Ads setup
• Website data capture and tagging
• Data preparation and hashing
• Data import process
• Verification and monitoring
• Optimize Smart Bidding to your new conversion actions imported with enhanced conversions for leads
• Team and support

Prerequisites and Google Ads setup

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  Customer Data Terms: Have you accepted the Customer Data Terms in your Google Ads account? If haven’t, follow the steps below:
  1. In your Google Ads account, click the Goals icon 👁 Goals Icon
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  2. Click the Conversions drop down in the section menu.
  3. Click Settings.
  4. In the “Enhanced conversions for leads” section, select the “Turn on enhanced conversions for leads” checkbox.
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  Auto-tagging enabled: Is auto-tagging enabled in your Google Ads account?
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  Unique conversion actions: Have you created a unique Conversion Action for each offline conversion event you want to track such as "Qualified Lead," "Converted Lead"?
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  Conversion source: Is the conversion source for these actions set to "Import from clicks"?
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  Primary/Secondary setting: Is the new enhanced conversions for leads conversion action marked as secondary? This is recommended for the first 2-3 weeks.
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  Confirm attribution type: If upgrading from Offline Conversion import, are you using “External Attribution” or a Google Ads attribution method?

Website data capture and tagging

The Google tag or Google Tag Manager is responsible for collecting personally identifiable information (PII) from your website and hashing it in the browser before sending it to Google’s servers. This is a critical component of matching media and conversion data.

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  Tagging method: Is a sitewide Google tag (gtag.js), Google Tag Manager, or Google tag Gateway implemented across all pages where lead forms are present?
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  (Recommended) Google tag gateway: Is the tag upgraded with Google tag gateway?
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  User-provided data (UPD) enabled: Is User-provided data collection enabled within the tag settings?
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  PII Collection: Are you collecting email and/or phone numbers from your lead forms?
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  Tag configuration
  • If you're using Google Tag Manager: Is the "Google Ads User-Provided Data Event" tag type being used, with variables correctly configured to capture user data? OR
  • If you're using the Google tag: Is the Google tag configured to include user-provided data, either through automatic collection or a manual method such as CSS selectors or JavaScript?
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  (Optional and uncommon) iframe forms: If lead forms are in an iframe, can you modify the iframe or use a method like postMessage() to pass the PII to the parent page for capture?

Data preparation and hashing

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  Hashing algorithm: Is all personally identifiable information (PII) hashed using the SHA-256 algorithm before being sent to Google?
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  Email normalization: Before hashing, are email addresses correctly normalized?
  • Converted to lowercase.
  • Leading or trailing whitespaces removed.
  • For gmail.com and googlemail.com addresses, are periods (.) before the "@" sign removed?
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  Phone number normalization: Before hashing, are phone numbers formatted to the E.164 standard? For example, +16505551234.
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  Non-hashed fields: If you're also sending geographic fields like Country, State, City, Zip Code being sent in plain text and not hashed?

Data import process

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  Import method: Which method are you using to upload conversions?
  • Data Manager (Recommended)
  • Direct CRM connection such as HubSpot
  • Google Ads API
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  Upload frequency: Are conversions being uploaded daily? Daily is strongly recommended for optimal performance.
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  Do not backfill data: Do not upload 0 value conversions unless using conversion adjustments.
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  Upload all conversions: Are you uploading all conversions for the specified event, including those not attributed to Google Ads? This is required for enhanced conversions for leads to function correctly.
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  Match key inclusion: Which match keys are you sending
  • gClid: Required
  • PII: Required
  • Session Attributes: Strongly recommended
  • IP Address: Strongly recommended
  • Braids: Strongly recommended
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  GCLID inclusion: Is the Google Click ID (GCLID) included in the upload file whenever it’s available? (Strongly recommended for higher match rates).
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  Conversion time: Is the conversion_time field accurate and formatted to reflect when the offline event actually occurred?
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  Conversion action name: Is the correct conversion_action resource name or ID specified for each event in the upload?
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  Order or Transaction ID: If using the API or server-side Google Tag Manager, are you including an order_id or transaction_id for deduplication?

Verification and monitoring

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  Tag firing tests: Have you conducted test submissions on your forms and used tools like Google Tag Assistant or Chrome DevTools to verify the tag fires correctly and passes hashed data?
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  Enhanced conversions for leads diagnostics report: Have you reviewed the enhanced conversions for leads diagnostics report in Google Ads? If you haven’t, follow the steps below:
  1. In your Google Ads account, click the Goals icon 👁 Goals Icon
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  2. Click the Conversions drop down in the section menu.
  3. Click Summary.
  4. Select the Diagnostics tab on the top of the page.
  5. Select View Diagnostics to view more details on the issues impacting your set up and enhanced conversions impact metrics.
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  Campaign reporting: Are imported conversions appearing correctly in campaign reports when segmenting by the new Conversion Action using the "All conv. (by conv. time)" column.

Optimize Smart Bidding to your new conversion actions imported with enhanced conversions for leads

Once you have validated that conversions are reporting as expected, you can now use these conversions for optimization in your Smart Bidding strategies. Consult the below guides for the best practices for changing conversions used for bidding optimization.

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  Stay on the same bid strategy and change the conversion goals used for bidding.
  • If campaigns are using tCPA, follow these steps.
  • If campaigns are using account-default goals for bidding optimization, follow these steps.
  • If campaigns are using campaign-level goals for bidding optimization, follow these steps.
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  Change the bid strategy and change the conversion goals used for bidding.
  • If campaigns are using account-default goals for bidding optimization, follow these steps.
  • If campaigns are using campaign-level goals for bidding optimization, follow these steps.

Team and support

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  Web developer access: Do you have access to a web developer who can make adjustments to website tagging if needed?
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  Primary contact: Who is the primary point of contact responsible for the data preparation and upload process?