Google Is Simplifying Enhanced Conversions. Here's What's Changing.

If you run Google Ads campaigns and you've been putting off enhanced conversions, the timing just got better. Google is consolidating the feature, removing the friction around implementation, and making it easier to get more accurate conversion data without wrestling through settings.

Two features are becoming one

Right now, enhanced conversions for web and enhanced conversions for leads are separate settings. You also have to pick one implementation method: the Google tag, Google Tag Manager, or the Google Ads API.

That's changing. Starting in April 2026, Google Ads will simultaneously accept user-provided data from website tags, Data Manager, and API connections. You don't have to choose one path. By June 2026, the two features will fully merge into a single on/off switch. The separate method selections you see today will go away.

More complete data feeding your conversion tracking means a better signal for campaign bidding. That's the actual win here.

Already using enhanced conversions?

Nothing urgent. If you've agreed to Google's customer data terms, you'll be automatically migrated to the new unified setup. No action needed. The data keeps flowing, bidding keeps working, and the interface gets cleaner once the June rollout hits.

Haven't set it up yet?

Now's a good time. You can turn it on at the account level or at the individual conversion action level.

At the account level, go to Settings inside the Goals menu, expand the Customer data use panel, and check "Turn on enhanced conversions." You'll also see an option to enable conversion-based customer lists, which lets Google use that user-provided data to build audiences based on your conversions. Agree to the data terms, and you're active.

At the conversion action level, go to Summary inside Goals, create a conversion action, select "Conversions offline" in the data sources panel, and work through the Customer data use panel the same way.

Both paths require you to agree to the Google Ads Data Processing Terms and confirm that you'll comply with Google's policies. That's not optional, and it's not a technicality worth skipping past.

The bottom line

This update makes enhanced conversions more accessible without requiring extra work from people who already have it running. If you haven't set it up, the barrier just got lower. One implementation handles everything. No method selection, no separate web vs. lead configuration.

Better conversion data means your campaigns have more to work with. It's worth a few minutes in your account settings this month.

Want better visibility into how your conversion data actually performs across client campaigns? SmartMetrics gives you the reporting infrastructure to make that data work harder. Take a look at smartmetrics.com.