Why Google Ads reports poor Enhanced Conversions coverage

Enhanced Conversions works by attaching the customer's email address to each conversion so Google can match it to a signed-in Google account. Google Ads reports how often that data actually arrives as a coverage figure, and warns you when it is low or falling. ProfitMetrics can supply that data in two different ways, and the fix depends entirely on which one your account uses.

• The two ways Enhanced Conversions is set up
• What poor coverage means
• Checking a web setup
• Checking a Google Ads API setup
• Troubleshooting

The two ways Enhanced Conversions is set up

Before you troubleshoot anything, establish which method your account is using. The two methods get the customer's email address from completely different places, so the checks below only apply to one of them.

You can confirm the method Google Ads has on file under Goals > Settings > Enhanced conversions. Full setup instructions for both methods are in our guide to setting up Enhanced Conversions.

What poor coverage means

Coverage is the share of your conversions that reached Google Ads with usable customer data attached. A low or falling figure does not mean conversions have stopped being recorded — they are still arriving, but a growing number of them have no email address with them, so Google has nothing to match against. This normally isn't a critical issue, but to ensure you're sending Google the maximum amount of data possible, it's recommended that  enhanced Conversions coverage is as high as possible.

A figure that has always been low points at a setup that was never completed correctly. A figure that was healthy and then dropped away over a day or two points at something on your shop changing on that date.

Below is an example of how the drop in Enhanced Conversions coverage might look:

Checking a web setup

On a web setup, everything depends on the user-provided data address being present and readable on the order confirmation page at the moment the tag runs. If coverage has dropped, the information is either no longer on the page or is no longer in the place the tag was told to look. Two causes account for almost all cases.

To check, place a test order and look at the confirmation page yourself. Confirm the customer's email address is actually shown or published on that page, then confirm the tag is picking it up rather than sending the conversion without it.

Checking a Google Ads API setup

On an API setup, the browser is not involved at all. ProfitMetrics sends the customer data to Google Ads from your orders, so if orders are not reaching ProfitMetrics there is nothing to send. This is by far the most common cause of poor coverage on this method, and it points at your integration rather than at anything in Google Ads.

Check for gaps in your incoming orders:

1. Open your ProfitMetrics dashboard.
2. Set the date range to the last 90 days.
3. Look at the orders coming into ProfitMetrics across that period.
4. You are looking for an unbroken line — orders arriving on every day your shop traded.

Any gap, or a drop to zero that never recovers, means orders have stopped reaching ProfitMetrics and your integration needs attention. Fix the flow of orders first. Coverage recovers on its own once orders are arriving again, though Google reports the figure over a trailing period, so allow a few days before the number reflects the fix.

If you are using our client-side integration (for example, our Google Tag Manager purchase tag), you also need to check that the customer email address is being sent to ProfitMetrics with the order from the order confirmation page.

Troubleshooting