Enhanced Conversions for Leads

Enhanced conversions for leads helps advertisers connect conversions that happen after a lead form or other initial inquiry with their Google Ads activity. Businesses may send relevant first-party user-provided information, such as email addresses, through supported website tag, Data Manager, or API integrations, and report subsequent offline outcomes. The data can be securely transformed and matched under Google's rules to improve attribution; it should not be understood as proof that every offline sale will be matched.

The feature is designed for lead-generation businesses whose sales happen later, such as after an estimate, phone discussion, or in-person appointment. A business must establish which offline events matter, maintain accurate event records, and respect applicable consent and customer-data requirements. Enhanced conversions for leads is not a substitute for measuring lead quality or revenue independently.

As of Google's April 2026 change, enhanced conversions for web and for leads share a unified on/off setting. The lead use case still differs conceptually from measuring a conversion completed on the website. Current documentation also allows offline imports alongside existing click identifiers, so advertisers should not claim the feature universally removes the need for GCLID or all other tracking setup.