Enhanced Conversions for Leads Upload File Builder for Google Ads

How to build an enhanced conversions for leads upload file

Google has changed how this works: an enhanced conversions for leads upload CSV now has to go through Google Ads Data Manager, as the Google Ads file import page states. This builder makes that Data Manager file from your CRM export and prepares each email and phone the way Data Manager's data guide describes.

1. Export the leads that reached your goal stage. For example every lead that became qualified this week, with email, phone, the date it qualified and the GCLID if your forms capture it.
2. Load the file. The tool finds the email, phone, country, date and GCLID columns, including HubSpot names like Became a Sales Qualified Lead Date.
3. Set the country, time zone and date format. The country fills in missing phone country codes. The time zone is used for dates without their own offset.
4. Keep hashing on unless your Data Manager connection expects plain data. Existing SHA-256 hashes are kept.
5. Check and download. Rows Google can't use are left out with the reason. Download the Data Manager file and import it as shown below.

Enhanced conversions for leads CSV columns and formats

• Email: spaces trimmed and lowercased. For gmail.com and googlemail.com addresses, dots and anything after a “+” before the @ are removed, as Google's developer docs require before hashing.
• Phone: converted to E.164, including numbers Excel turned into 1.4155550123E+10 or that carry an extension.
• Time: written like Google's example 2012-08-14T17:01:54-07:00, with the offset of your time zone on that date.
• Headers: named after Data Manager's fields — Email Address, Phone number, Conversion date and time, GCLID and others — so mapping takes seconds.

How to import the file with Google Ads Data Manager (ECL)

1. Accept the customer data terms. Under Goals › Settings, open Customer data use and turn on enhanced conversions for leads if you haven't yet.
2. Create the conversion action. Go to Goals › Summary, click + New conversion action, then Import and CRMs, files, or other data sources, and choose a tracking method. Google recommends the “Qualified lead” or “Converted lead” goal.
3. Connect the file. In Data Source, choose Connect a new data source. The simplest route is to open the CSV in Google Sheets and pick Google Sheets with a Direct connection. Google's data guide describes CSV files and Google Sheets, so the download is CSV only.
4. Map the fields. For each destination field, pick the column with the same name. Then click Next, name the connection and finish.
5. Watch the diagnostics. Google's checklist suggests keeping a new action as secondary for the first 2–3 weeks. Check the action's Diagnostics tab before you let bidding use it.

Common enhanced conversions for leads errors

“No user-provided data matches”

This diagnostic means Google couldn't match the hashed emails or phones to its users. Check that your website tag also sends user-provided data, and that you didn't change the email from what the lead typed — for example by adding a CRM prefix — before hashing.

“Enhanced conversions has no recent data”

No new conversions arrived for a while. Make sure the file connection still runs, and that rows aren't older than 63 days when they reach Google.

Rows skipped in the “Convert date and time” step

When a CRM export has no time zone, Data Manager needs a fallback time zone in its date transformation, or it drops those rows. Files from this builder never depend on that setting.

CUSTOMER_NOT_ACCEPTED_CUSTOMER_DATA_TERMS

The account hasn't accepted the customer data terms. Accept them in Customer data use, then import again.

Gmail addresses that never match

A hash of [email protected] as typed won't match Google's. For Gmail addresses, remove the dots and the “+” tag before hashing — the builder does this for you.