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The short answer
Enhanced conversions for leads lets Google match the sales you report later to the clicks that brought the leads, using the hashed email or phone the form collected. When the customer data terms are accepted and the feature is still off, someone started and stopped. Oppy flags that state.
Why it matters
Most leads close away from the website, on the phone or in a meeting. With this feature on, the form's hashed email or phone stays with the lead, so the closed deals you send back later can be matched to the ad click without a click ID.
The legal step, accepting the customer data terms, is often the slower half. The switch itself is quick, but it recovers nothing alone: the work is capturing the email or phone with the lead and sending closed deals back.
How Oppy decides
The check applies to accounts that collect leads through forms: accounts with no online sale, or that count forms or sign-ups beside their sales.
It reads the account's enhanced conversions for leads setting, and flags it only when the customer data terms are already accepted.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Measurement |
| What it reads | The account's settings and results |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Goals, then Conversions, then Settings.
- Expand Enhanced conversions. Since June 2026, Google shows one on and off setting for web and for leads.
- Check whether the customer data terms are accepted, and whether the feature is turned on.
- Check how the form passes the email or phone number: Google tag, Google Tag Manager or Data Manager.
What to do about it
Turn on enhanced conversions, and point the Google tag or Tag Manager at the email or phone field of your form.
Send closed deals back to Google Ads with the email or phone, through Data Manager or a file upload. Make sure your privacy notice covers sharing hashed data with Google.
Terms on this page
Other checks in this area
The checks next to this one in Conversion tracking, each with its own page.