Enhanced Conversions: One Switch Instead of Multiple Setups

What changes from June 2026

Google is simplifying Enhanced Conversions considerably. The previous split between "Enhanced Conversions for Web" and "Enhanced Conversions for Leads" disappears. From June 2026, Enhanced Conversions becomes a single feature with a simple on-off toggle, and the choice of implementation method (tag, API or Data Manager) is removed from the interface.

At the same time Google allows multiple data sources in parallel: website tags (Google Tag, Google Tag Manager), Data Manager and API integrations. Previously you had to pick one path. Anyone wanting to send through both a tag and an API faced complex setups. That goes away.

Why this is more than cosmetics

Enhanced Conversions enrich conversion data with hashed values, usually email addresses or phone numbers the user provides when filling a form. Google can then attribute conversions even when the cookie setup is incomplete or a user moves between devices. At a time when signals vanish through consent choices and browser blockers, this is the most reliable way to hold measurement accuracy.

Allowing several sources to run in parallel raises the match probability, because Google has more anchor points. For bidding quality that means a direct improvement: Smart Bidding gets more complete, more accurate conversion data and can distinguish more finely between valuable and less valuable conversions.

What this means for lead generation

In lead scenarios Enhanced Conversions for Leads is the key anyway, because form submissions alone are weak signals. With the merge a typical stumbling block disappears: anyone who hesitated because they had to choose between web and leads no longer has an excuse. One toggle, several sources, one unified logic.

Anyone importing offline conversions in parallel profits twice: Enhanced Conversions secure attribution of the first click, offline conversions report later qualification. Together they form the signal pair that modern Smart Bidding runs on.

How setup works

1. Account level: under Goals and Settings, enable Enhanced Conversions under Customer data use and accept the data terms.
2. Conversion action: when creating or editing, enable Enhanced Conversions during setup and accept the data terms.
3. Opt-out available: at the individual conversion action level an opt-out remains, in case certain conversions should not be enriched.

Anyone already using Enhanced Conversions and having accepted the customer data terms is migrated automatically and needs to do nothing. For new accounts: enable, accept data terms, and multi-channel data capture runs.

What should not be forgotten

The prerequisite remains agreeing to Google's Data Processing Terms and confirming policy compliance. As first-party data use expands, this step gets more important, not less. Anyone running in the EU must also ensure Consent Mode v2, otherwise Enhanced Conversions are useless because the ad features are switched off anyway.

Enhanced Conversions are not a replacement for Consent Mode but the complement. Anyone who implements both cleanly has the most stable measurement base Google currently offers.

Sources

Source: Search Engine Land, "Google Ads simplifies enhanced conversions into a single switch", April 10, 2026; Google Ads Help, Enhanced Conversions.