I seem to be missing the “Include user-provided data from website” option in my web GTM GA4 event tag. Other past checkboxes have disappeared too. Checking other Google Tag Manager containers, too, have the same observation.
4 Answers
Yes, you're totally right — in the new Google Ads Conversion Tag interface in Google Tag Manager (GTM), the "User-provided data" checkbox for Enhanced Conversions has been removed from the standard "Google Ads Conversion Tracking" tag.
To enable Enhanced Conversions now, you need to add a separate tag using the "Google Ads User-provided Data Event" tag type.
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mattyp
For some reason, my answer didn't get posted when I originally posted the question/answer. Please see the answer.
To fix this issue the best solution is to navigate to the GA4 Event Seen attached.
Then click settings seen above. This will take you to the tag settings, from here you will be able to switch on the user-provided data capabilities.
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If you're not seeing the "Enhanced Conversions" option in your GA4 tag inside Tag Manager, don’t worry—here’s what’s really happening.
GA4 works differently from Universal Analytics. In GA4, the concept of Enhanced Conversions as seen in UA for Google Ads (like capturing extra user data such as email, phone number, etc. for better tracking) isn't directly handled inside the GA4 configuration tag.
So, what to know:
GA4 doesn’t use Enhanced Conversions the same way. Enhanced Conversions is mostly a Google Ads feature, not a GA4 tag feature.
If you're trying to track conversions in GA4 more accurately, make sure:
Your events (like
purchase,generate_lead, etc.) are set up properly in GTM.You're using user-provided data parameters (like email) via GTM if you're trying to send that to Google Ads.
You connect GA4 with Google Ads and enable Enhanced Conversions from within your Google Ads account, not GA4 tags.
In short:
If you're expecting an "Enhanced Conversions" checkbox or field inside your GA4 tag in GTM—it’s not there because GA4 doesn’t manage it from there. It’s handled via Google Ads and linked through settings, not directly through the GA4 tag.
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I don’t think this is related to GA4 settings, GTM doesn’t really connect to GA4; it just sends the requests based on your configuration.
Here’s a bit more info about the issue. From what I’ve seen, you likely just need to include the user parameters inside the Event Parameters field, as someone suggested.
I haven’t tested it yet myself, since this is quite new.
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