Google Ads shows it isn't receiving Enhanced Conversions, or has a low match rate. Almost always the problem is in the data you send — not the connection. Here's what to check.
Symptoms
- Enhanced Conversions diagnostics report "we're not receiving data" or a low match rate.
- Conversions arrive, but Enhanced Conversions don't lift them.
What to check
- 1. Are you sending an identifier at all? Enhanced Conversions need first-party data — typically a hashed email. Verify the email reaches the data layer on the purchase page.
- 2. Normalize before hashing. The email must be normalized before hashing (lowercase, no spaces) — otherwise no match is found. The principle is in what hashing is.
- 3. The right format. The hash must be SHA-256; phone in a consistent format.
- 4. Consent. Send personal data only with consent — without it, it (correctly) isn't sent.
How to verify the fix
After the change, watch the Enhanced Conversions diagnostics for data being received and the match rate rising (it updates gradually). Context is in Enhanced Conversions for Google Ads.