Enhanced Conversions
Two separate mechanisms — on-site (a dedicated User-Data tag) and offline (its own account-level toggle) — easy to assume one covers the other.
On-site (Google Ads)
- A UPD - Lead Contact Data variable (User-Provided Data type, Manual configuration) maps Email/Phone to DLV - user_email / DLV - user_phone.
- A dedicated Google Ads - User Data (Generate Lead) tag (type: Google Ads User-provided Data Event) sends this data.
- The older method — checking "Include user-provided data" directly inside the Conversion Tracking tag itself — was removed by Google as of April 2025. Official documentation continued describing it as available for some time after removal. The separate User-Provided Data Event tag is the current, correct method (Debugging Journal #6).
Offline (Enhanced Conversions for Leads)
- A separate account-level toggle from the base "Enhanced conversions" setting — must be explicitly enabled on its own under Tools & Settings → Conversions → Settings.
- Uses the same underlying hashed-data infrastructure to improve match quality for the offline conversion imports.
- Known gap: per-row visitor consent state is not currently captured at lead-submission time, so imported offline conversions fall back to the account-level consent default rather than each specific visitor’s actual choice.
Server-side (Meta CAPI) — a related but distinct mechanism
- Automap User Data alone did not pick up the custom-named user_email/user_phone parameters — confirmed root cause: GTM server-side Event Data variables must reference nested paths (params.user_email), not flat top-level keys.
- Fix: two Event Data variables (keys params.user_email, params.user_phone) plus two manual Property rows in the CAPI tag’s User Data section, with Automap left checked alongside them — not replacing it.
- Verified fixed live: Meta’s Test Events tool showed User data keys: Email address, Browser ID, IP address, Phone number, User agent.
- See Debugging Journal #16 and the dedicated click-path guide for the full sequence.