Why it happens
Missing user-provided data
Missing user-provided data
The tag fires without an email, phone or address, often because automatic detection cannot find the field on the page.
Incorrect formatting
Email or phone sent with spaces, wrong case or without a country code. Google flags it as incorrectly formatted and drops the match.
Low number of matched conversions
Data arrives but few conversions match a signed-in Google user, usually because only a small share of conversions carry the data.
Automatic setup only
Automatic detection misses fields on custom forms. Google recommends adding in-page code or Tag Manager variables for better coverage.
How to fix it, step by step
Open the diagnostics
Go to Goals, then Conversions, then Summary. Hover the enhanced conversions status on the action and click Go to diagnostics.
Read the alert
Each alert names the problem: missing user data fields, missing user-provided data, incorrect formatting or low matched conversions.
Send the data explicitly
In Tag Manager, add a user-provided data variable to the Google Ads conversion tag using the exact email and phone fields from your form, or add the in-page code.
Check the account setting
Go to Goals, then Settings, expand Customer data use and confirm Turn on enhanced conversions is checked. Since mid 2026 web and leads share this one setting.
Wait for fresh data
Diagnostics update over several days. Recheck the status after a week of conversions.
Steps checked against Google Ads Help: Troubleshooting enhanced conversions for web diagnostics; Google Ads Help: Updates to your enhanced conversions settings; Google Ads Help: Set up enhanced conversions for web using Google Tag Manager.
Manual fix
What Sprites can and can't do here
Enhanced conversions lives in your tag and your account settings. Sprites does not touch either, and it says so.
What Sprites does
- Shows conversions per action day by day, so you can see whether the rest of your tracking is healthy while you work on this.
- Confirms which conversion actions your campaigns bid on, so you know which tag the alert matters for.
What it doesn't do
- It does not read the enhanced conversions setting or the diagnostics report.
- It does not turn enhanced conversions on, change your tag or Tag Manager, or send customer data to Google.
- It does not upload enhanced conversions for leads or offline conversions.
Questions
What does enhanced conversions needs attention mean?
Enhanced conversions is turned on, but the data your tag sends has errors, such as missing or badly formatted email and phone fields.
Does needs attention stop my conversions recording?
No. Regular conversions keep recording. You lose the extra matched conversions enhanced conversions would add.
Did Google merge enhanced conversions for web and leads?
Yes. In 2026 Google combined them into one on and off setting under Goals, then Settings, and started accepting user-provided data from the tag, Data Manager and the API at the same time.
How long until the status updates?
Diagnostics refresh as new conversions come in. Give it several days of conversions after a change.
Hand Sprites the rest of the account
Budgets, bids, keywords, ads and reporting across every ad platform, with your approval on every change.