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Google recently emailed some advertisers about upcoming changes to enhanced conversions in their Google Ads accounts. They plan to streamline the feature by merging enhanced conversions for web and for leads into a single, unified setting. This means advertisers will no longer need to select a specific implementation method, such as using the Google tag, Google Tag Manager, or the Google Ads API.
The company announced that starting in April 2026, user-provided data from both website tags and APIs will be accepted simultaneously. By June 2026, the two features—enhanced conversions for web and leads—will be combined into one simplified setting. The new setup will feature a straightforward toggle—turning it on or off—with no need to choose a particular method.
Advertisers using enhanced conversions won’t need to take any immediate action, as their accounts will continue functioning normally unless they decide to opt out at the individual conversion level.
One industry observer shared that this consolidation makes the process more user-friendly, reducing complexity for advertisers. The change is part of Google’s ongoing effort to simplify ad tracking and conversion measurement, aiming for smoother integration and easier management across campaigns.
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