Google updated its Google Tag Manager (GTM) conversion tag, removing the ability to configure user-provided data for Enhanced Conversions directly in the tag.
Google launched a change to offer all advertisers the ability to control user-provided data in the Google tag settings.
What’s new. Google removed the user-provided data checkbox in the event tag, although user-provided data can still be configured at the event or Google tag level in Google Tag Manager with the user_data parameter.
The big picture: The move separates the main conversion tracking functionality from Enhanced Conversions, likely to streamline setup and reduce confusion.
Why we care. Enhanced Conversions help advertisers improve conversion measurement by sending hashed first-party customer data, like email addresses, to Google Ads. The data is used to match conversions with Google users, improving accuracy.
First seen. We first learned of this change when Google Ads specialist Adriaan Dekker shared a screenshot of the updated tag interface, which no longer includes fields for Enhanced Conversions.
What’s next. Advertisers and agencies should deploy a Google Tag associated with their Ads account destination directly in their GTM container for easier management of user-provided data and other settings.