Enhanced Conversions and Data Manager in Google Ads (2026)

#01What does enhanced conversions actually do?

When someone converts on your site, they often give you an email, phone or address. Enhanced conversions hashes that data and sends it to Google, which matches it to signed-in Google accounts that engaged with your ads. That recovers conversions that cookies alone would miss.

#02What changed in 2026?

Google's "Updates to your enhanced conversions settings" page sets out the timeline:

• April 2026: Google Ads accepts user-provided data from website tags, Data Manager and API connections simultaneously.
• June 2026: web and leads combine into one feature with an on/off switch. You no longer choose a single implementation method.
• 15 June 2026: offline conversion import and enhanced conversions for leads uploads move to the Data Manager API and are blocked in the Google Ads API.

If you already used enhanced conversions and accepted the customer data terms, Google says no action is needed. You can still opt out per conversion action.

#03How do you switch it on?

Go to Goals → Settings, expand Customer data use, tick Turn on enhanced conversions, then agree to the data terms. Google also offers "Turn on conversion-based customer lists", which builds customer lists from your conversions; decide on that one separately with whoever owns privacy.

#04How should B2B teams get CRM data in?

1. Capture the email on your lead form and pass it through the tag (enhanced conversions for leads).
2. In your CRM, mark when a lead becomes qualified, an opportunity, or a customer.
3. Upload those events through Data Manager. Google lists connectors such as Google Sheets and Zapier, plus the Data Manager API for developers.
4. Create a conversion action for each stage, set the one you want to bid on as primary (lesson 3).

Our view: for most B2B accounts, getting one CRM stage into Google Ads does more than any bidding or keyword change in this track.

#05Which method fits your setup?

Google says that to maximise accuracy you should include GCLIDs with uploaded events whenever possible, and that GCLID is required if you're not using a tag to collect user-provided data.

#06How do you set up enhanced conversions for leads, step by step?

1. Check customer data terms. In Goals settings, confirm enhanced conversions is on and the terms are accepted.
2. Capture the data on the form. Configure the Google tag or Tag Manager to read the email (and phone, if collected) when the form is submitted. In Tag Manager this is done with a user-provided data variable on the conversion tag.
3. Store the GCLID with the lead. Add a hidden form field that captures the GCLID from the landing URL and saves it to your CRM. This is your best matching key.
4. Define the offline stages. Decide which CRM stages you'll import, such as "Sales-qualified" and "Closed won", and create a conversion action for each.
5. Set up the import. Connect your CRM through the Data Manager, or schedule uploads. Google says that from 15 June 2026, offline conversion imports and enhanced conversions for leads uploads move to the Data Manager API and are blocked in the Google Ads API, so developers should use the Data Manager API.
6. Check diagnostics. After a few days, open the conversion action's diagnostics and check match rates and errors.

#07What changed with the settings in 2026?

Google says enhanced conversions for web and leads are being combined into a single on/off setting, and that from April 2026 Google Ads accepts user-provided data from website tags, the Data Manager and API connections at the same time. In practice: check the single setting is on, and stop worrying about choosing between web and leads at account level.

#08How do you troubleshoot it?

#09What edge cases matter for B2B?

• Long sales cycles. Import an earlier stage (qualified lead) as primary so bidding gets signal within weeks, and import closed-won as secondary for reporting.
• Multiple form fills. If one person fills two forms, set counting to One.
• Personal email domains. Hashed matching works with any email the user also uses for a Google account, so don't filter out personal addresses before sending.

#10Worked example: Ledgerline's CRM loop

Ledgerline is a fictional accounts-payable software company. Details and numbers are illustrative.

Ledgerline's demo form already captured work emails. The team switched on enhanced conversions, then connected its CRM through Data Manager to send "sales-qualified" and "closed won" stages. After three weeks with sales-qualified as a secondary action, they made it primary. They checked the upload status in Data Manager weekly for the first month.

Walkthrough: Ledgerline's CRM loop, end to end

1. The demo form now captures the GCLID in a hidden field and saves it to the CRM lead.
2. Tag Manager reads the email on submit and sends it hashed with the demo conversion.
3. Two CRM stages were created as conversion actions: "Sales-qualified opportunity" and "Closed won".
4. The CRM connection in the Data Manager sends both stages daily, with the GCLID and email.
5. Sales-qualified opportunity became primary after four weeks as secondary (lesson 3). Closed won stayed secondary for reporting.
6. Monthly, the team checks the diagnostics page for match rates and errors as part of the review routine (lesson 20).

#11Try it yourself

1. Check whether your forms capture the GCLID. If not, add a hidden field.
2. Open the diagnostics for your main lead conversion. Write down what it reports about user-provided data.
3. List your CRM stages and choose one to import as an offline conversion.
4. If your developers use the Google Ads API for uploads, confirm they have a plan for the Data Manager API.

#12Quick quiz

1. When is a GCLID required for offline imports?

Answer: When you are not using a tag to collect user-provided data. Google recommends including it whenever possible.

2. What happened to offline imports in the Google Ads API from 15 June 2026?

Answer: Google says they move to the Data Manager API and are blocked in the Google Ads API.

3. Which CRM stage should be primary in a long B2B cycle?

Answer: An earlier stage with enough volume, such as a sales-qualified opportunity, while closed-won is imported for reporting.

#13What should you check before the next lesson?

• Confirm enhanced conversions shows as on at account level.
• Check that any offline or CRM upload has been moved to Data Manager.
• Pick the CRM stage you want Smart Bidding to learn from.
• Check your EEA, UK and Swiss consent setup before sending user data (lesson 5).

Next: Consent mode for Google Ads (EEA, UK, Switzerland). Or return to the Google Ads for Marketers track.

#14Common questions

What changed with enhanced conversions in 2026? From April 2026 Google Ads accepts user-provided data from tags, Data Manager and API connections at the same time. From June 2026, web and leads are one on/off feature with no method choice.

Is offline conversion import going away? Google treats click-ID offline conversion import as the older approach and recommends enhanced conversions for leads. From 15 June 2026, OCI and enhanced conversions for leads uploads go through the Data Manager API and are blocked in the Google Ads API.

Is the customer data sent in plain text? No. Google says the data is hashed with a one-way algorithm before it is used for matching.