Enhanced conversions for leads

[Muhammad Adnan]

Dear Google Ads API Support Team,

I am currently implementing Enhanced Conversions for Leads using the Google Ads API. On the client side, we are using `gtag('set', 'user_data')` to pass normalized but unhashed email addresses. On the server side, we are uploading hashed user identifiers using the `UploadClickConversions` endpoint.

Despite this setup, we're seeing the message in Google Ads:  
**"No user-provided data matches – Your Google tag is implemented correctly on your website form, but there have been no matches with your imported user-provided data."**

We followed the hashing guidance from the documentation [https://developers.google.com/google-ads/api/docs/conversions/upload-offline#prepare-data], and our implementation hashes normalized email addresses using SHA-256. However, we recently noticed that our C# implementation was producing **uppercase hexadecimal hashes**, while Google-provided examples and tools (Apps Script extension) output lowercase hashes.

Could you please confirm:
1. Does the casing of the hexadecimal hash (uppercase vs lowercase) affect Google's ability to match user data?
2. Is it a strict requirement to send lowercase SHA-256 hashes in API requests?

Thank you for your assistance.

Best regards,  
Muhammad Adnan

[Google Ads API Forum Advisor]

Hi,

>> Does the casing of the hexadecimal hash (uppercase vs lowercase) affect Google's ability to match user data?

No, the casing of the hexadecimal hash might not affect Google's ability to match user data. 

>> Is it a strict requirement to send lowercase SHA-256 hashes in API requests?

According to the Google Ads API documentation, it is necessary to convert the text to lower case before hashing.

Thanks,
 

Google Ads API Team

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[2025-05-12 16:44:20Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qWdhA:ref" (ADR-00305169)

[Muhammad Adnan]

Hello,

Thank you for the response.

I’m currently implementing Enhanced Conversions for Leads on my website using the Google tag (`gtag.js`). I have followed the documentation and am setting `user_data` with a normalized (but unhashed) email address.

When a lead is submitted, the lead data is stored in our CRM, and we then upload the normalized and hashed email addresses using the Google Ads API (`UploadClickConversions` endpoint).

Could you please confirm if this flow is required and sufficient for Enhanced Conversions for Leads to function correctly?

Also, on the client side, this is how we are triggering the event:

```javascript
gtag('set', 'user_data', {
  email: userEmailVariable
});

gtag('event', 'form_submit', {
  'send_to': 'AW-1234567890'
});
 
I noticed that most documentation examples use ' form_submit' as the event name instead of 'conversion'.

Could you please clarify:

Is it required to use 'conversion' as the event name in order for Enhanced Conversions for Leads to properly match data?

Will using an event name like 'form_submit' prevent the enhanced conversion data from being correctly registered in Google Ads?

I’d appreciate your confirmation, as we are currently seeing the message:

"No user-provided data matches" in the Google Ads.

Thanks again for your support.

Best regards,
Muhammad Adnan

[Google Ads API Forum Advisor]

Hi,

Regarding the event name, since you are using the Google tag, kindly reach out to the Tag Manager help or to these support options, as they are better equipped to assist you on this. Please note that our team specializes in Google Ads API-related concerns and technical implementations only.

The No user-provided data matches warning message triggered when no matches are found with the user-provided data. Please ensure that the data you have imported is properly normalized, hashed, and consistent with the data captured by your website forms. For privacy and security, the following data should be hashed using SHA-256 before uploading:

• Email address
• Phone number
• First name
• Last name
• Street address

To ensure consistent hash results, please follow these steps before hashing any of the above values:

• Remove any leading or trailing spaces.
• Convert the text to lowercase.
• Format phone numbers according to the E164 standard.
• For Gmail or Googlemail addresses, remove any periods (.) before the domain name.

By ensuring these guidelines, you can help prevent mismatches in your data. Since you are uploading the enhanced leads conversions via the API, kindly refer to the prepare data for upload API documentation, where you can find the code examples of how you can upload the hashed user identifiers programmatically.

If you are still unable to resolve the issue, since you are uploading the conversion via the API, kindly provide the complete API logs (request and response with request-id and request header) generated at your end where conversions are uploaded via the API. This information will help us to understand if the issue originates from the API side.

Please note that you have to enable the logging if you are using a client library. You can refer to the guides Java, .Net, PHP, Python, Ruby or Perl to enable logging at your end. For REST interface requests, you can enable logging via the curl command by using the -i flag.

You can send the details via the Reply privately to the author option or a direct private reply to this email.

Thanks,
 

Google Ads API Team

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[2025-05-12 22:35:24Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01qWdhA:ref" (ADR-00305169)