> For the complete documentation index, see [llms.txt](https://docs.adpage.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adpage.io/integrations-marketingtools/google-ads/setting-up-enhanced-conversions-for-google-ads.md).

# Setting up Enhanced Conversions for Google Ads

How to set up Enhanced Conversions for Google Ads, client-side via the GTM web container or server-side via the GTM server container

Enhanced Conversions enrich your conversion data with hashed customer data (such as email address, phone number, name and address) to improve the accuracy of your conversion measurement. This article explains how to set it up when you use Google Ads conversion tags in your Google Tag Manager web container (client-side) or in your Google Tag Manager server container (server-side).

***

### Enable Enhanced Conversions in Google Ads

First, turn on Enhanced Conversions in Google Ads so Google Ads can start processing this data.

1. Open your Google Ads account.
2. Go to **Goals** > **Conversions** (in the older interface: **Tools and Settings** > **Conversions**).
3. Select the conversion action.
4. Click **Edit settings**.
5. Turn on **Enhanced conversions** if it isn't enabled yet.
6. Choose **Google Tag Manager** as the implementation method.
7. Click **Save**.

![Enhanced conversions settings in Google Ads](https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2FcVIGosQBsTC5HUZW1BX6%2Fec-google-ads-settings.png?alt=media)

***

### Option 1: Client-side

With client-side tracking, Enhanced Conversions takes the customer data directly from your visitor's browser session. This means you do all the configuration in your GTM web container. You need to collect the customer data from the dataLayer or local storage while the user is active on your website and has entered this data in a form or in your checkout.

#### Step 1: Create a User-Provided Data variable

1. Open your Google Tag Manager **web** container.
2. Go to **Variables**.
3. Create a new variable with **User-Provided Data** as the variable configuration.
4. If you can retrieve the user data from a variable or from the dataLayer, choose **Manual configuration**. Otherwise, choose **Automatic collection**.
5. If you chose **Manual configuration**, add the matching variable for each data point:

![User-Provided Data variable with manual configuration](https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2Fdz819xycmWokdyn86XFS%2Fec-upd-variable-client.png?alt=media)

6. Save the variable.

#### Step 2: Add the user-provided data to your Google Ads conversion tag

1. Open your Google Tag Manager **web** container.
2. Go to **Tags** and open the relevant **Google Ads Conversion Tracking** tag.
3. Tick **Include user-provided data from your website**.

![Include user-provided data in the Google Ads conversion tag](https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2FJWQzeU4WBjG7EgGp5HdC%2Fec-gads-conversion-tag.png?alt=media)

4. In the dropdown, select the **User-Provided Data** variable you created in the previous step.
5. Save the tag.

***

### Option 2: Server-side

With server-side tagging, you also collect the customer data from your visitor's browser session, which you do in your GTM web container. You don't need to change anything in your GTM server container: you only make sure the User-Provided Data is forwarded to the server container through your GA4 event tag. Google handles the rest automatically and processes the Enhanced Conversions server-side.

#### Step 1: Create a User-Provided Data variable

1. Open your Google Tag Manager **web** container.
2. Go to **Variables**.
3. Create a new variable with **User-Provided Data** as the variable configuration.
4. If you can retrieve the user data from a variable or from the dataLayer, choose **Manual configuration**. Otherwise, choose **Automatic collection**.
5. If you chose **Manual configuration**, add the matching variable for each data point:

![User-Provided Data variable with manual configuration](https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2FEODFmge3unXNAQIdKpnU%2Fec-upd-variable-server.png?alt=media)

6. Save the variable.

#### Step 2: Add the User-Provided Data variable to your GA4 event tag

1. Open your Google Tag Manager **web** container.
2. Go to **Tags** and open the relevant **GA4 Event** tag. This must be the event tag for the event name you trigger on in your GTM server container.
3. Add an extra **event parameter**.
4. Name this event parameter `user_data` and set its value to the **User-Provided Data** variable you created in the previous step.
5. Save the tag.

![user\_data event parameter in the GA4 event tag](https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2FZCUknQGKcN8Dp8aeI4Yj%2Fec-ga4-event-tag.png?alt=media)

***

### Validating Enhanced Conversions

Use the Google Ads audience manager to validate your setup.

![Validating Enhanced Conversions in Google Ads](https://1274044937-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FA65KwL1NwewlJbtCXsXd%2Fuploads%2FbUkNFOk8P1HmZS9UpXxY%2Fec-validation.png?alt=media)


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