Google shifts Enhanced Conversions configuration to a new GTM tag

Google updated its Google Tag Manager (GTM) conversion tag, removing the ability to configure user-provided data for Enhanced Conversions directly in the tag.

What’s new. The Enhanced Conversions setup option has been removed from the standard Google Ads Conversion Tracking tag in GTM.

Instead, Google has introduced a dedicated tag specifically for Enhanced Conversions for Google Ads.

The big picture: The move separates the main conversion tracking functionality from Enhanced Conversions, likely to streamline setup and reduce confusion.

Why we care. Enhanced Conversions help advertisers improve conversion measurement by sending hashed first-party customer data, like email addresses, to Google Ads. The data is used to match conversions with Google users, improving accuracy.

With Google moving this functionality to a new tag, advertisers need to update their GTM setups to ensure Enhanced Conversions continue to work correctly. Missing this update could lead to gaps in conversion data, reducing the effectiveness of Google Ads campaigns.

First seen. We first learned of this change when Google Ads specialist Adriaan Dekker shared a screenshot of the updated tag interface, which no longer includes fields for Enhanced Conversions.

What’s next. Advertisers and agencies should review their GTM configurations to ensure Enhanced Conversions continue to be tracked correctly under the new tag structure.

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