1. GCLID is not consistently captured
2. Leads are coming from multiple sources (offline/organic/manual entry)
3. You want better attribution and match rates

Enabling Enhanced Conversions in Automation

Step 1: Navigate to Automation

1. Go to Marketing → Manage Automation
2. Create or edit an automation
   

Step 2: Add Offline Conversion Node

1. Add the Offline Conversion node.
2. Click on the ⚙️ (gear icon) to configure.
3. Select Google.

Step 3: Enable Enhanced Conversions

1. Enter the Block Name.
2. Select the required Ad account and Conversion action.
3. Turn ON the toggle “Enable Enhanced Conversions”
   

Once enabled, additional configuration appears:

1. Share Data Options:
   
1. Registered Email
2. Registered Mobile Number
3. Email OR Mobile (recommended)

System Behavior

When Toggle is OFF (Default)

1. Only leads with GCLID are processed.
2. If GCLID is missing → conversion is not sent.
   

1. GCLID is not required/mandatory.
2. At least one identifier (email or mobile) is required.
3. System automatically:
   
1. Picks available data
2. Hashes and sends it securely
   

Supported Scenarios

Scenario	Data Available	Result
GCLID available	GCLID	Conversion sent
No GCLID, Email available	Email	Conversion sent
No GCLID, Mobile available	Mobile	Conversion sent
No GCLID, Email + Mobile	Both	Better match rate
No identifiers	None	Conversion fails

Viewing Submitted Conversions

After conversions are processed by Meritto, you can view the details of the records submitted to Google from: Marketing → Communication Performance → Search Job IDs

OR

Manage Automation → Offline Conversion Node → View Report 

Open the relevant Job ID to view the list of leads included in that submission. For each lead, the Job ID displays the identifier(s) that were sent to Google, such as:

1. GCLID
2. Conversion Action
3. Registered Email
4. Registered Mobile Number

This allows you to verify exactly what information was submitted for each conversion request.

The Job ID represents the data submitted by Meritto to Google Ads. 

Understanding Enhanced Conversions

When Enhanced Conversions are enabled, Meritto submits conversions even if a GCLID is not available, provided a valid email address and/or mobile number is available for the lead.

Google then attempts to match this customer information with users who previously interacted with your ads. If a match is found, the conversion can be attributed successfully. If no matching ad interaction is identified, the conversion may not appear in Google Ads reports, even though it was successfully submitted from Meritto.

This behavior is expected, as the final attribution depends on Google's ability to securely match the submitted customer information with eligible ad interactions.

Important : 

The number of records shown in the Job ID may not always match the conversions reported in your Google Ads account. This is expected because Google performs the final validation, matching, and attribution before a conversion is counted.

Some common reasons for differences include:

1. The submitted data could not be linked to a valid and eligible Google Ads interaction. This can happen if the GCLID is invalid or expired, or if the email/mobile shared through Enhanced Conversions cannot be matched by Google.
2. The conversion falls outside the configured conversion window, is identified as a duplicate submission, or is excluded based on your Google Ads attribution settings.
3. Conversion reports in Google Ads may take up to 48 hours to process and update. During this time, counts, dates, campaigns, or conversion reports may not immediately reflect the latest submissions.

Important Notes

1. Ensure Enhanced Conversions for Leads is enabled in your Google Ads account
2. Accept Customer Data Terms in Google Ads before using this feature
3. Do not send invalid email or phone formats (they will be skipped)
4. Empty or null fields are not sent in payload, and error is printed on the Offline Conversion Report.
5. If no valid identifier is available → conversion will fail
   

Best Practices

1. Use “Email OR Mobile” option for maximum match rate
2. Ensure data quality:
   
1. Valid email formats
2. Proper mobile numbers with country codes
   
3. Capture first-party data at the earliest stage (forms, landing pages)
   
4. To achieve the best possible conversion match rates in Google Ads:
   
   1. Enable Enhanced Conversions for Leads for the relevant conversion action in your Google Ads account.
   2. Accept the Customer Data Terms in Google Ads before using Enhanced Conversions.
   3. Keep Auto-tagging enabled in Google Ads so that GCLIDs are captured whenever available.
   4. Continue using GCLID whenever it is available, as it provides the most reliable attribution.
   5. Ensure customer information, such as email addresses and mobile numbers, is accurate and valid.
   6. Allow up to 48 hours for Google Ads to process and reflect imported conversions in reports.