Google is removing complexity from one of its most important measurement tools. By merging enhanced conversions for web and leads—and allowing multiple data inputs at once—advertisers get more accurate tracking with less setup friction.
What’s happening. Google Ads is consolidating its enhanced conversions features into a unified system with a single on/off toggle. At the same time, it’s eliminating the need to choose a single implementation method.
Advertisers will be able to send user-provided data through multiple channels simultaneously—including website tags, Data Manager, and API integrations. The current split between “enhanced conversions for web” and “enhanced conversions for leads” will disappear.
What’s changing and when: Google Ads is currently accepting user-provided data from website tags (e.g., Google tag, Google Tag Manager), Data Manager, and API connections. This multi-source approach is designed to improve conversion accuracy and bidding performance.
Starting June 2026, enhanced conversions become a single feature with a simple toggle, and method selection (tag vs API, etc.) is removed from the interface.
Why we care. This update makes conversion tracking more accurate and resilient at a time when signals are disappearing. By allowing multiple data sources at once, Google Ads can better match conversions, which can directly improve bidding efficiency and campaign performance. Just as importantly, it removes technical friction—so you get better data without having to choose or maintain a single integration method.
Impact on advertisers. Existing users require no action and will be automatically migrated if customer data terms have already been accepted. New users can enable enhanced conversions at either the account level or individual conversion action level. Opt-out remains available at the conversion action level.
How to enable it (quick take). At the account level, go to Goals → Settings, enable enhanced conversions under Customer data use, and accept data terms. At the conversion level, create or edit a conversion action, enable enhanced conversions during setup, and accept data terms.
Yes, but. To use enhanced conversions, advertisers must agree to Google’s Data Processing Terms and confirm compliance with its policies—an increasingly important step as platforms expand their use of first-party data.
Bottom line. Google is streamlining setup while quietly encouraging broader adoption of user-provided data. For advertisers, this means better performance with less manual setup. You get more complete conversion data feeding into bidding and optimization, without having to manage multiple tracking methods—helping you drive stronger results while simplifying your measurement strategy.
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