Troubleshooting
Enhanced Conversions Needs Attention: What to Check
Enhanced conversions has no recent data, 0% coverage or an incorrectly formatted address? Read the exact alert and trace the user-provided data.
- Published
- Reviewed
Diagnosis
- Causes, ranked 5
- How to diagnose it 6
First answer free, within one working day. Describe your case
Sounds familiar?
The symptom
The short version
Direct answer
Open Goals > Summary, select the affected conversion action and read Diagnostics. Save the alert, affected action and reporting dates. I test the journey named by that alert before changing the whole account.
Where to look
Causes, ranked
Causes, ranked5 causes
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Data fields are missing or empty
Google distinguishes an absent enhanced-conversions parameter from fields that are sent without values. I check what exists when the conversion fires, including a returning customer who does not re-enter an email. See Google’s tag diagnostics. -
Customer fields have the wrong format
I inspect strings before hashing. Google’s GTM setup guide specifies whitespace trimming, lowercase normalization, E.164 phone numbers, Gmail/Googlemail dot handling and hex SHA-256 when pre-hashing. Hashing malformed input does not repair it. -
Data stops between web GTM and sGTM
I compare the web variable, incoming server event and outgoing Ads tag. Google’s server-side user-data guide describes the User-Provided Data variable anduser_datamapping. A populated browser variable is only the first checkpoint. -
An outdated tutorial is driving the diagnosis
Google’s settings update separates April 2026 multi-source acceptance from June’s unified switch. I check the actual account settings and collection path rather than recreate an old implementation-method selector. -
The Shopify implementation has a support limitation
Google does not support its tags inside Shopify custom pixels and lists enhanced conversions among features that may not work correctly there. I check whether the store uses that path before recommending more GTM variables. Google recommends the Google & YouTube app for Shopify measurement.
6 steps
How to diagnose it
Work through them in this order.
- Decode the status. For web diagnostics, Needs attention means active with errors; No recent data means no enhanced-conversion data in seven days. Coverage concerns sufficient user data on eligible events. I record the metric and date range together. See Google’s diagnostics definitions.
- Choose a specific alert. Missing user data fields sends me to tag configuration. Missing user-provided data sends me to variable values and timing. An address-format warning sends me to the individual address fields. I test the implicated checkout rather than assume every page has the same failure.
- Inspect the web setup. In GTM Preview, check the User-Provided Data variable at the conversion event. Compare it with the configured Google tag. Repeat for guest and returning customers, mobile and desktop. The web GTM guide explains the collection methods and required field types. I keep raw customer values out of screenshots and shared logs.
- Check the server path if there is one. In server Preview, compare the incoming event with the outgoing Google Ads conversion tag, including its consent state. Google’s server-side Ads guide describes enhanced-conversion setup there. Inspect any transformation that changes or removes user data before the tag runs.
- Check consent independently. Google’s server-side consent guide documents enhanced conversions with granted consent. I inspect the actual consent passed through the journey. I do not force a granted value to make the warning disappear.
- Verify delivery, then recheck diagnostics. Complete a real test order. Check the base conversion and the enhanced-data signal in Tag Assistant or the server output. Google’s diagnostics guide describes the
emsignal and format-error indicators. For the Google Ads reporting check, use a journey with an eligible ad interaction and allow for conversion reporting delays. Record the fix time and compare subsequent diagnostic data; a green test does not instantly replace an earlier reporting period.
Signal and fix
Decision table
| Alert or finding | Check before changing the tag |
|---|---|
| Missing user data fields | Is enhanced-data collection configured on this action’s path? |
| Missing user-provided data | Are the mapped values populated at conversion time? |
| User address data field is incorrectly formatted | Separate name, country and postal-code values |
| Email present in web Preview, absent at server | Incoming request, user_data mapping and transformations |
| Active, 0% coverage | Exact action, eligible-event period and sufficient fields |
| No recent data | Recent conversion volume and actual data delivery |
One clear problem, fixed.
I fix the failing user-data field or tag handoff on your store.
I prove the path with a real test order recorded in Google Ads and its enhanced-data delivery check.
$350 · 3 working days after access
Urgent, within 24 hours: +25%.
When several systems disagree, or a cheaper fix already failed.
I match every Shopify order against what GA4, Meta and Google Ads recorded, wherever order-level data is available. I separate attributed and modelled totals that cannot be matched to individual orders.
I prove the cause in your own data, rebuild the broken tracking, and add a daily check so it does not silently break again.
From $1,500
Questions
Questions this symptom raises
Enhanced conversions has no recent data. Is the purchase tag broken?
Google defines No recent data as no enhanced-conversion data recorded in the last seven days. I check the base conversion and its user-provided data separately. The warning alone does not establish whether the purchase tag fired.
Enhanced conversions active, 0% coverage. What does that tell me?
I first confirm which metric says zero. Coverage measures eligible conversion events with sufficient user-provided data. Match rate is a separate metric. I inspect the affected action and data period before changing any collection method.
Why is my user address data field incorrectly formatted?
I check separate first-name, last-name, country and postal-code fields, their types and their values at conversion time. Google's diagnostics require all four for address matching. I also verify whether another usable identifier, such as email, is present.
Did the April 2026 setting merge fix my enhanced conversions setup?
No setting change proves data delivery. Google's detailed update dates acceptance from tags, Data Manager and API connections to April, and the combined web-and-leads switch to June. I verify the current action and payload rather than follow an old method-selector screenshot.
Read more, or check a neighbouring symptom.
All symptoms
Hi, I’m Daniil.
I work with you from defining the problem to implementation and handover. You talk to the person who does the work. I work in English and Russian; written correspondence in Spanish with translation support.
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