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How to set up Google Ads Enhanced Conversions for leads in Tag Manager

Live guide · Checked 28 October 2026 · Updated 28 October 2026 · Checked every week against Google Ads's own help pages

Send a hashed email with your lead conversion so Google Ads can match more leads to ads (especially on iPhones and across devices), using the dataLayer and Tag Manager.

Time
30 minutes
You will need
  • A Google Ads lead conversion action (Goals > Conversions)
  • Google Tag Manager with the generate_lead trigger
  • Consent Mode set up, and Accept on your banner
Stuck?
Troubleshooting or ask us a question

Step by step

  1. Turn it on in Google Ads

    In Google Ads go to Goals > Conversions > Settings, open Enhanced conversions for leads, tick Turn on enhanced conversions for leads, accept the terms and choose Google Tag Manager as the method. Save.

  2. Push the email with the lead

    Add the email (and phone if you have it) to the lead push. Google's tag hashes it in the browser before sending: it never goes in plain text.

    JavaScript
    window.dataLayer.push({
  event: 'generate_lead',
  form_id: 'quote-form',
  lead_type: 'quote',
  value: 150,
  currency: 'GBP',
  lead_id: 'L-' + Date.now(),
  user_data: {
    email: document.querySelector('input[type=email]').value.trim().toLowerCase(),
    phone_number: '+441131234567'        // E.164 format, optional
  }
});

    Only the Google Ads tag reads user_data. Don't add it to GA4 or other tags.

  3. Make the variables

    In Tag Manager make two Data Layer Variables:

    Text
    user_data.email
user_data.phone_number

  4. Make the User-Provided Data variable

    Variables > New > User-Provided Data. Choose Manual configuration, set Email to {{DLV - user_data.email}} and Phone to {{DLV - user_data.phone_number}}. Save as UPD - lead.

  5. Set up the conversion tag

    Tags > New > Google Ads Conversion Tracking. Paste the Conversion ID and Conversion Label from your Google Ads conversion action (Goals > Conversions > the action > Tag setup > Use Google Tag Manager). Set Conversion Value to {{DLV - value}}, Currency to {{DLV - currency}} and Transaction ID to {{DLV - lead_id}}.

  6. Include the user data

    In the same tag tick Include user-provided data from your website and pick UPD - lead. Fire it on CE - generate_lead.

  7. Test and publish

    In Preview, send a test lead and open the Google Ads tag in Tag Assistant: User-provided data should show as set. Publish. After 48 to 72 hours, the conversion action's Diagnostics shows enhanced conversions as active.

Tips from people who set these up every week

  • Lowercase and trim the email before pushing: it's what Google's matching expects.
  • Transaction ID stops a lead being counted twice if the thank-you page reloads.

Troubleshooting: questions and answers

Diagnostics says no user data received.

Check user_data.email isn't empty at the moment of the push (read it before the form clears), and that consent was given: no data is sent without ad_user_data granted.

Is this allowed under UK GDPR?

Yes with consent and a privacy notice that says you share hashed contact details with Google for ad measurement. Check with your own adviser.

Official help pages

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