# Enhanced Conversions and Data Manager in Google Ads (2026)

> Enhanced conversions in 2026: the single web-and-leads setting, Data Manager for offline uploads, and the June 2026 Google Ads API change.

Source: https://mentionx.ai/learn/google-ads/google-ads-enhanced-conversions-data-manager  
Author: Dipuck Jones, founder of MentionX  
Updated: 4 November 2026  
Level: Practitioner

**Enhanced conversions send hashed first-party data, such as the email from a form, so Google can match more conversions to ad clicks, and in 2026 the web and leads versions became one setting.** If you import offline sales or qualified leads, the upload path also changed: it now runs through Data Manager.

> **Key takeaways**
>
> - Enhanced conversions improve measurement by matching hashed customer data to signed-in Google users.
> - From April 2026, Google Ads accepts data from tags, Data Manager and API at once. From June 2026, there is a single on/off switch.
> - Existing users who accepted customer data terms were migrated automatically.
> - From 15 June 2026, offline conversion and enhanced-conversions-for-leads uploads use the Data Manager API, not the Google Ads API.
> - For B2B, enhanced conversions for leads is how you get CRM stages (qualified lead, opportunity, closed won) into bidding.

*Checked 4 November 2026 (CET) against Google Ads Help and Google developer documentation. Google Ads menus, defaults and rollouts change often, so confirm in your own account. "Our view" marks MentionX opinion. Ledgerline is a fictional company used for illustration.*

## What 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.

| Version | Use it for | Data source |
|---|---|---|
| For web | Sales or signups that happen on your site | Your Google tag at the moment of conversion |
| For leads | Sales that happen later, offline, from a web lead | Hashed lead data captured on the form, then your CRM upload of what happened next |

## What 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.

## How 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.

## How 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).

> **Pro move:** if a developer or agency built an offline upload on the Google Ads API before June 2026, ask them to confirm it moved to the Data Manager API. A silently broken upload looks exactly like a drop in lead quality.

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

## Which method fits your setup?

| Situation | Method | What you send |
|---|---|---|
| Conversions happen on your site (purchase, signup) | Enhanced conversions for web | Hashed email or phone from the conversion page, through the Google tag or Tag Manager |
| Leads become customers later, offline | Enhanced conversions for leads | Hashed lead data from the form, then an import of the later outcome with the same identifier |
| You already import offline conversions with GCLID | Upgrade to enhanced conversions for leads | Keep the GCLID and add hashed user data |
| No tag can capture user data | Offline import with GCLID | GCLID is required in this case |

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.

## How 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.

## What 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.

## How do you troubleshoot it?

| Symptom | Likely cause | Fix |
|---|---|---|
| Diagnostics show no user data | Tag fires before the email field is read, or reads the wrong field | Test with Tag Assistant; read the field on submit |
| Low match rate on imports | Missing GCLID, emails not normalised before hashing, or wrong time format | Store GCLID; trim and lower-case emails before hashing |
| Imported conversions rejected | Conversion time earlier than click time, or the action name doesn't match | Check time zones and the exact action name |
| Conversions appear days late | Normal for offline stages | Set expectations; judge bidding over the conversion cycle |
| EEA conversions missing | ad_user_data not granted | Check consent mode (lesson 5) |

## What 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.

## Worked 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).

## Try 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.

## Quick 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.

## What 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)](https://mentionx.ai/learn/google-ads/google-ads-consent-mode-eea-uk). Or return to the [Google Ads for Marketers track](https://mentionx.ai/learn/google-ads/google-ads-for-marketers).

## Common 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.

## Sources

- Google Ads Help, [Updates to your enhanced conversions settings](https://support.google.com/google-ads/answer/16884284)
- Google Ads Help, [About enhanced conversions](https://support.google.com/google-ads/answer/9888656)
- Google Ads Help, [About enhanced conversions for leads](https://support.google.com/google-ads/answer/15713840)
- Google Ads Help, [About offline conversion imports](https://support.google.com/google-ads/answer/2998031)
- All accessed 4 Nov 2026.

## Frequently asked 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.

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Written and reviewed by Dipuck Jones for MentionX Learn. The HTML version of this page: https://mentionx.ai/learn/google-ads/google-ads-enhanced-conversions-data-manager