Set up enhanced conversions for Google Ads

Connect consented, hashed email data to the correct Google Ads conversion and verify that a purchase is counted once.

This guide is for store administrators and those responsible for Google Ads and Google Tag Manager. It applies to Diversity themes that have the setting Enhanced Conversion in the Google add-on. Go, Plus, and Pro can use the theme's Google settings; Google accounts, permissions, and Google's terms are required separately. If the setting is missing, you should first identify the active theme and version, not randomly add a second measurement solution.

1. Check existing measurement and consent

• Identify the correct Google Ads account, conversion action, and GTM web container. Ensure you have permission to modify them.
• Check if purchases are already being sent directly from the theme, via GTM, or through another integration. The same Ads conversion should not be sent twice.
• Check the store's consent choices and the tags' settings. Hashing does not replace consent and does not mean that the personal data has become anonymous.

2. Activate the feature in the correct theme

1. Open Appearance → Themes and identify the theme that is actually used in the current store or sub-store.
2. Select Edit → Add-ons → Google → Google Tag Manager.
3. Check the container ID and activate Enhanced Conversion. Save the setting.

The setting provides user data for measurement; it does not automatically create a correct conversion action in your Google Ads account.

3. Map the correct value in Google Tag Manager

This connection adds sha256_email_address to the data layer when the feature is activated, an email address is available, and the visitor has given marketing consent. For purchases, the order's email address is used. The value is already normalized and SHA-256-hashed. Send it as a pre-hashed email value according to Google's current instructions; do not re-hash the same value.

The hashing applies to sha256_email_address, not automatically to other customer fields in the data layer. Raw email addresses and phone numbers may also be present. Review the tags' field mapping and actual requests; do not send those contact details to standard Analytics parameters.

1. Open the existing Google Ads conversion tag in the correct GTM container and check the Conversion ID and Conversion Label against the intended Ads conversion.
2. Configure user-provided data according to the tag template and fields that Google shows for that specific tag. Use a data layer variable with the exact name sha256_email_address for the pre-hashed email address.
3. Check the trigger in GTM Preview. In the current Diversity flow, the purchase event is called purchase_GA4. Older flows may also have purchase; select the observed, intended purchase flow and do not let both trigger the same conversion.
4. Check the transaction ID, currency, and order value separately. Enhanced conversions supplement a conversion and do not replace this data.

Do not assume that this setting also delivers hashed phone number, name, and address. Only map values that are actually present in the current event. Do not send raw email or phone numbers to standard Analytics parameters.

Google sometimes changes how the settings are displayed. Follow Google's current instructions for enhanced conversions with Tag Manager for the relevant tag fields.

4. Test before applying the change

1. Use GTM Preview and Google Tag Assistant in the correct store and on the correct domain.
2. Check visits without a choice, denied marketing consent, and given consent. The hashed email field should not be sent from this feature without marketing consent.
3. Check an eligible test purchase: the correct purchase event, an intended Ads tag, a transaction ID, and the correct value/currency. A page reload should not be counted as a new purchase.
4. Review Google's diagnostics for the user data and the conversion action. Then publish the intended GTM version if the checks are correct.

Specifically check Google's ad_user_data signal in Tag Assistant. The hashed field being present in the data layer does not show that this signal is granted. Only grant it when valid consent covers the use; do not override a denied choice to make diagnostics pass.

If the field is missing: check the active theme, the setting, the consent, and that an email exists in the current event. If the field is present but Ads is missing enhanced conversions: check the mapping, tag type, consent signals, and the correct conversion action. A fired tag does not prove that Google has approved or been able to match the data. Reporting may be delayed.

Quick start

1. Check the correct theme, container, Ads conversion, and consent.
2. Enable Enhanced Conversion in the theme.
3. Map pre-hashed sha256_email_address to the correct tag field.
4. Test the consent cases and a single purchase before the GTM version is published.

Subscription and prerequisites

The theme's Google features can be used in Go, Plus, and Pro when the current theme version supports them. In addition, permissions, accepted Google terms, and correct consent management are needed. An older or custom theme must be assessed based on its actual settings.