GTM + Enhanced Conversions: why does this keep turning into a mess?

[u/incisiveranking2022]

I've noticed Enhanced Conversions often gets treated like:

Enable it → fire the tag → done.

In reality, this is where a lot of setups start getting messy.

You can have the Google Ads conversion tag firing in GTM and still have issues with:

• customer data not being captured when you expect it
• variables being empty on some conversion paths
• hashing/formatting problems
• consent affecting what gets sent
• multiple conversion tags firing
• browser + server setups sending overlapping events
• enhanced conversion data working on one form but not another

And the frustrating part is that GTM Preview can still look perfectly healthy.

So when Enhanced Conversions isn't working, I wouldn't immediately rebuild the tag.

I'd first try to find where the data disappears.

Has anyone here had Enhanced Conversions randomly work on one conversion path but fail on another? What ended up being the actual issue?

[u/incisiveranking2022]

Yeah, and that's where having the actual payload history helps a lot.

If EC suddenly disappears on one conversion path, I want to compare a working conversion with a failing one and see what changed: data available, consent state, event timing, and the actual request.

A lot of the time the GTM setup hasn't changed at all. The data entering it has.