Enhanced Conversions (Web) Code Generator for gtag and GTM

How to use the gtag enhanced conversions generator

Gtag enhanced conversions need one extra piece of code on the conversion page: a user_data object with the customer's email, phone or address. This generator writes it with the key names and formats from Google's page Set up enhanced conversions for web using the Google tag.

1. Pick your setup: the Google tag in your page code, or Google Tag Manager.
2. Say where the data lives. On a thank-you page it is usually in JavaScript variables printed from the order. On a lead form that fires the conversion when it is sent, the code reads fields such as #email at the moment of submit.
3. Fill only the fields you collect. An email alone is enough. Address matching needs first name, last name, postal code and country together.
4. Choose the country. It becomes the ISO code, and phones typed without + get its country code.
5. Copy and check. Paste box 1 above the conversion snippet, or use Check my code on an existing setup.

What to do next: install the code and turn the feature on

Switch the feature on in Google Ads under Goals › Settings and accept the customer data terms — until then Google ignores the data. Then add the code where your conversion fires:

To confirm it works, make a test conversion and open the network tab: the request to googleadservices.com/pagead/conversion/ should carry em=tv.1~em followed by a long string. Impact reporting appears about 30 days after a good setup.

Common enhanced conversions errors and fixes

Enhanced conversions needs attention: empty data

If the request shows only tv.1~em, the tag fired before the variables were filled or after the form values were gone. Run the code where the data is present.

Enhanced conversions user_data phone number format

Google wants E.164: plus sign, country code, digits only, like +14155550123. The generated code strips spaces, dashes, brackets and a (0), adds your country code only when it is missing, and drops numbers it can't fix.

Blank fields sent as empty strings

Google asks you to remove a field you don't have rather than send "". The generated code deletes empty values when it runs, so a skipped phone field sends nothing.

Keys Google doesn't read

phone, zip or a first_name outside address are ignored. Use phone_number and postal_code, and nest name and address fields inside address.

Numbers instead of text

Every value must be a string, so a ZIP code passed as the number 94105 breaks the rule. The generator wraps each value in String().