Why your enhanced conversions aren't working
Enhanced conversions are one of the best ways to claw back conversions that iOS, consent and cookie limits take away, but they fail quietly. Nothing errors; they just do not improve anything. Here is where they break.
What enhanced conversions need
They work by sending hashed first-party customer data (like an email) from your conversion page, which Google uses to match conversions it otherwise could not. That means the data has to actually be present and correctly provided at the moment of conversion.
Why they fail silently
- No customer data on the conversion page for the tag to read, so there is nothing to hash.
- The fields are mislabelled or in the wrong format, so matching fails.
- Consent for ad data is denied, so Google cannot use them. See Consent Mode v2 and ads.
- Enabled in Ads but not implemented on the page, a half-setup.
How to confirm they work
Use Google Tag Assistant to verify the enhanced conversion data is captured and sent on a real conversion, and watch the diagnostics in Google Ads for match rates. Done right, they meaningfully lift recorded conversions; done wrong, they are a box ticked that does nothing. This pairs with CAPI on the Meta side as the modern recovery stack.
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