Google Ads is merging Enhanced Conversions for web and leads into a single toggle from June 2026, simplifying setup but requiring a measurement audit.
Google Ads announced it will collapse Enhanced Conversions for web and Enhanced Conversions for leads into one unified toggle, taking effect in June 2026 alongside broader data controls changes.
Many advertisers had one type enabled but not the other, leaving measurement gaps that a single toggle now eliminates in one decision point.
Australian advertisers already dealing with Privacy Act reform pressure get a simpler first-party data setup, but June becomes a forced checkpoint for the entire Google measurement stack.
Performance marketers, paid media managers and anyone running Google Ads conversion tracking across both web and lead generation campaigns.
Ignoring the June change could mean your conversion data breaks silently if existing configurations do not carry over cleanly to the new system.
Verify your current Enhanced Conversions setup and confirm you are passing first-party data (hashed email, phone) correctly for conversion matching
Plan a June measurement audit covering both the Enhanced Conversions change and the GA4 data controls merge happening at the same time
