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Google Ads Enhanced Conversions Not Working? 5 Causes and How to Fix Them

Last checked against Google's documentation. By Muhammed Abdul Kalam. Data loss

Quick fix

Google Ads enhanced conversions not working usually means the user data isn't reaching Google properly: it's empty, badly formatted, missing address fields or collected on an HTTP page. Hover over the Check enhanced conversions status, open the Diagnostics tab and fix the alert it shows.

  • Open the conversion action and go to the Diagnostics tab.
  • Check the conversion page runs on HTTPS.
  • Check emails include an @ and phone numbers a country code.
  • Check you have accepted any Terms of Service for Enhanced Conversions.

Can't fix it yourself? Send me the details

What this error means

Enhanced conversions take details your customer enters, such as an email address, hash them and send them to Google to match conversions more accurately. When the data is missing or malformed, Google can't use it, and the conversion action's tracking status changes to Check enhanced conversions.

Google describes enhanced conversions for web as improving measurement and bidding by sending hashed first-party data to Google in a privacy safe way.

What Google shows

Check enhanced conversions

Why it happens

1The data is empty

The tag sends the field but with nothing in it: the data isn't on that page (for example signed-in customers don't re-enter it), or the CSS selector or JavaScript variable doesn't work in all situations.

How to tell if this is you: In Tag Assistant the em parameter reads tv.1~em. with nothing after it.

2The data is badly formatted

Emails need an @ symbol, phone numbers need a country code, and country must be a 2-letter ISO code.

How to tell if this is you: The diagnostics report shows a formatting alert.

3The page is not secure

Enhanced conversions only hash user data on HTTPS pages, not HTTP.

How to tell if this is you: Your conversion page's address starts with http:// rather than https://.

4Address fields are incomplete

All 4 address fields (country, first name, last name and postal code) must be sent to be used. If you also send email, Google uses the email instead.

How to tell if this is you: The diagnostics alert says the setup is missing required address fields.

5Few conversions match

Your data is sent correctly but matches poorly, because few customers have Google accounts or they use different details.

How to tell if this is you: The diagnostics alert says low number of matched conversions.

How to fix it

Open the diagnostics

  1. Open the conversions summary.Goals then Summary
  2. Hover over the conversion action status, select Details, then open the Diagnostics tab.
  3. Fewer than 20 conversions in 7 days means no alerts appear: the volume is too low to judge.

Fix what is sent

For: The data is empty, The data is badly formatted, The page is not secure, Address fields are incomplete

  1. Use Tag Assistant to find the em parameter under Hit Details: a long hash means data is being sent.
  2. If em is missing entirely, the tag is configured incorrectly; if it is empty, fix the selector or variable that captures the data.
  3. With Google Tag Manager, check the data in preview and debug mode instead.
  4. Serve the conversion page over HTTPS.
  5. Format emails with an @, phone numbers with a country code and country as a 2-letter code.
  6. Send all 4 address fields together, or send email as well.

Improve match rate

For: Few conversions match

  1. Send as many of the 3 match keys as you can: email, address and phone number.

How long it takes

Google doesn't publish a timeline for this.

How to stop it happening again

  • Retest the em parameter whenever your checkout or form changes.
  • Keep every conversion page on HTTPS.
  • Treat some enhanced conversions notices as recommendations, not failures: check the diagnostics before changing the setup.

From my desk

Data comes first: the email or phone field may not be captured, field names may be wrong, or the hashed data never arrives. Tag Assistant and the diagnostics in Google Ads show what is actually received. A form that rebuilds after submit can hide the field.

Muhammed Abdul Kalam

When to get help

  • Smart Bidding is optimising on conversion data you no longer trust.
  • The tag is installed through a platform, theme or tag manager setup you did not build and cannot safely change.
  • You've followed the steps and the status still won't change.

Stuck on this? Send me the details.Tell me what the platform shows and what you've tried so far.

Send me the details

FAQs

What does Check enhanced conversions mean?

There's an issue with enhanced conversions for that action. Hover over the status and select Go to diagnostics to see it.

Why is my enhanced conversions data empty?

The data may not be on that conversion page (for example signed-in customers don't re-enter it), or the CSS selector or JavaScript variable doesn't work everywhere.

Do enhanced conversions work on HTTP pages?

No. Enhanced conversions only hash user data on HTTPS pages.

Which address fields are required?

All 4: country, first name, last name and postal code. If you also send email, Google uses email to match even when the address is incomplete.

Why are there no alerts in my diagnostics report?

With fewer than 20 conversions in the past 7 days, alerts aren't shown because the volume is too low.

Related fixes

Glossary

Sources

Google