Why are Enhanced Conversions missing from my GA4 configuration tag inside GTM?
Quick answer
Enhanced Conversions for the web is a Google Ads feature, configured on your Google Ads Conversion Tracking tag (or via the Google Tag's built-in settings) in GTM, not a field on the GA4 Configuration or GA4 Event tag - if you're looking for it there, it genuinely isn't present because it belongs to a different tag type. GA4-sourced conversions that are imported into Google Ads inherit enhanced matching through GA4's own user-provided data settings, which is a separate configuration path from Enhanced Conversions on native Ads conversion tags.
Why This Happens
GTM has several distinct tag types that all touch conversion measurement but configure different products: the GA4 Configuration tag and GA4 Event tag send data to Analytics; the Google Ads Conversion Tracking tag sends data directly to Ads; and the Google tag (the newer unified tag type) can serve multiple destinations from one tag but still keeps Enhanced Conversions as a setting scoped to the Ads/conversion-linker side of its configuration, not the GA4 side.
This produces a genuinely confusing UI moment: someone editing a GA4 Configuration tag, expecting to find an Enhanced Conversions toggle because they've read about the feature in the context of conversion tracking generally, won't find it there because GA4 tags don't carry that setting - it lives on the Ads-specific tag configuration instead.
Fix It
Identify which tag type actually needs the setting
If you're sending conversions to Google Ads directly via a Google Ads Conversion Tracking tag in GTM, Enhanced Conversions is configured inside that tag's 'Enhanced Conversions' section - toggle it on and choose either automatic collection (from your page's form fields) or manual data (mapped from a dataLayer variable).
If conversions come from an imported GA4 key event instead
There's no separate Enhanced Conversions toggle to find - instead, configure GA4's own user-provided data collection under GA4 Admin > Data Streams > your web stream > Enable user-provided data collection, which lets GA4-sourced imported conversions carry hashed match data through to Ads.
If using the Google tag (gtag config) directly
Enhanced Conversions can also be enabled at the gtag level with gtag('set', 'user_data', {...}) called with hashed or plaintext PII fields (email, phone, address) before the conversion event fires - Google handles hashing client-side if plaintext is provided.
Confirm consent allows this data to be sent at all
Enhanced Conversions relies on ad_user_data consent being granted; if Consent Mode is denying that signal, the matching data won't be sent even with every setting above configured correctly.
How To Verify It Worked
In GTM Preview mode, trigger the conversion and inspect the fired tag's details panel - for a Google Ads Conversion Tracking tag, confirm the Enhanced Conversions section shows data being collected (either 'Automatic' with detected fields listed, or 'Manual' with your mapped variables populated, not blank).
In Google Ads, check Tools & Settings > Conversions > the specific conversion action > the diagnostics/enhanced conversions status column - it should show 'Recording enhanced conversions' rather than 'Not receiving enhanced conversions data' within a day or two of a real conversion with matching data attached.
Still Not Fixed?
We audit and fix GA4 implementations for a living - if this doesn't resolve it, the next step is usually a full event-by-event audit.
Talk to a GA4 Consultant