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Enhanced Conversions Setup

Enhanced Conversions help Google Ads improve conversion matching by sending customer-provided data with your conversion event.

LimoSuite can send billing customer data into the Google Tag Manager dataLayer when a paid booking is completed.

The main purchase event is:

limosuite_purchase

When Enhanced Conversions are enabled, the purchase event can include:

user_data.email
user_data.phone_number
user_data.address.first_name
user_data.address.last_name
user_data.address.street
user_data.address.city
user_data.address.region
user_data.address.postal_code
user_data.address.country

This data can be mapped inside Google Tag Manager to your Google Ads conversion tag.

What Enhanced Conversions Use

Enhanced Conversions use customer-provided data such as:

Email address
Phone number
First name
Last name
Street address
City
State or region
Postal code
Country

For LimoSuite, this data comes from the customer billing details entered during checkout.

Before You Start

Before setting up Enhanced Conversions, make sure you already have:

Google Tag Manager installed
LimoSuite purchase event working
Google Ads conversion tracking created
Google Ads conversion tag firing on limosuite_purchase
Access to GTM Preview mode

In LimoSuite, go to:

LimoSuite → Settings → Tracking

Make sure these settings are enabled:

Load GTM on all frontend pages
Track paid booking purchases
Send Enhanced Conversions customer data

Step 1: Confirm Enhanced Conversion Data Is in the DataLayer

Open the booking page.

Complete a test paid booking.

Open the browser console and run:

window.dataLayer.find(x => x.event === 'limosuite_purchase')

Look for:

user_data

Example:

{
  event: "limosuite_purchase",
  transaction_id: "LS-260709-HBRR30",
  value: 91.69,
  currency: "USD",
  user_data: {
    email: "customer@example.com",
    phone_number: "+15555550100",
    address: {
      first_name: "John",
      last_name: "Doe",
      street: "123 Main St",
      city: "Anytown",
      region: "ST",
      postal_code: "12345",
      country: "US"
    }
  }
}

If user_data is missing, check that Enhanced Conversions are enabled in LimoSuite.

Step 2: Create Data Layer Variables in GTM

Open Google Tag Manager.

Go to:

Variables → New

Create the following Data Layer Variables.

Email Variable

Variable name:

DLV - user_data.email

Data Layer Variable Name:

user_data.email

Phone Variable

Variable name:

DLV - user_data.phone_number

Data Layer Variable Name:

user_data.phone_number

First Name Variable

Variable name:

DLV - user_data.address.first_name

Data Layer Variable Name:

user_data.address.first_name

Last Name Variable

Variable name:

DLV - user_data.address.last_name

Data Layer Variable Name:

user_data.address.last_name

Street Variable

Variable name:

DLV - user_data.address.street

Data Layer Variable Name:

user_data.address.street

City Variable

Variable name:

DLV - user_data.address.city

Data Layer Variable Name:

user_data.address.city

Region Variable

Variable name:

DLV - user_data.address.region

Data Layer Variable Name:

user_data.address.region

Postal Code Variable

Variable name:

DLV - user_data.address.postal_code

Data Layer Variable Name:

user_data.address.postal_code

Country Variable

Variable name:

DLV - user_data.address.country

Data Layer Variable Name:

user_data.address.country

Save each variable.

Step 3: Open Your Google Ads Conversion Tag

In Google Tag Manager, go to:

Tags

Open your Google Ads purchase conversion tag.

Example tag name:

Google Ads - LimoSuite Booking Purchase

This tag should already fire on:

limosuite_purchase

Step 4: Enable Enhanced Conversions in the Tag

Inside the Google Ads Conversion Tracking tag, look for the Enhanced Conversions section.

Enable:

Include user-provided data from your website

Choose manual mapping.

Map the GTM variables to the matching fields.

Step 5: Map Customer Data Fields

Use this mapping:

Email → {{DLV - user_data.email}}
Phone number → {{DLV - user_data.phone_number}}
First name → {{DLV - user_data.address.first_name}}
Last name → {{DLV - user_data.address.last_name}}
Street address → {{DLV - user_data.address.street}}
City → {{DLV - user_data.address.city}}
Region → {{DLV - user_data.address.region}}
Postal code → {{DLV - user_data.address.postal_code}}
Country → {{DLV - user_data.address.country}}

Save the tag.

Step 6: Test in GTM Preview

In Google Tag Manager, click:

Preview

Enter your website URL.

Go through the booking flow.

Complete a test paid booking.

In GTM Preview, click:

limosuite_purchase

Confirm that your Google Ads purchase tag fired.

Open the tag details and confirm the Enhanced Conversions fields are populated.

Check that these fields are not empty:

Email
Phone number
First name
Last name
Postal code
Country

The more fields available, the better the matching quality may be.

Step 7: Publish GTM

After testing, publish your GTM container.

Click:

Submit

Use a version name like:

LimoSuite Enhanced Conversions setup

Then publish.

Step 8: Check Google Ads Diagnostics

In Google Ads, go to:

Goals → Conversions → Summary

Open your booking purchase conversion action.

Check the diagnostics and Enhanced Conversions status.

Google Ads may take time to show the Enhanced Conversions status. It may not update immediately after testing.

Important Data Format Notes

LimoSuite sends email as plain text inside the dataLayer.

Example:

customer@example.com

LimoSuite sends phone numbers in normalized format when possible.

Example:

+15555550100

LimoSuite sends address fields separately.

Example:

address: {
  first_name: "John",
  last_name: "Doe",
  street: "123 Main St",
  city: "Anytown",
  region: "ST",
  postal_code: "12345",
  country: "US"
}

Billing Data vs Trip Address

Enhanced Conversions should use the customer’s billing/contact data, not the pickup or drop-off location.

Correct:

Customer billing email
Customer billing phone
Customer billing name
Customer billing address

Do not map pickup address or drop-off address as the customer address.

Incorrect:

pickup_address
dropoff_address

Pickup and drop-off addresses are trip details, not customer identity fields.

Recommended Fields

At minimum, try to send:

Email
Phone number

Better:

Email
Phone number
First name
Last name
Postal code
Country

Best:

Email
Phone number
First name
Last name
Street address
City
Region
Postal code
Country

Admin Testing Note

If this setting is enabled in LimoSuite:

Disable tracking for administrators

then the purchase event and Enhanced Conversions data will not fire while you are logged in as a WordPress administrator.

For testing, either:

Turn off Disable tracking for administrators temporarily
Use an incognito browser window
Test as a non-admin customer

For live production use, it is usually better to keep admin tracking disabled.

Privacy Note

Enhanced Conversions use customer-provided data for conversion matching.

Before enabling Enhanced Conversions, make sure your website privacy policy explains that your site may use customer information for analytics, advertising measurement, and conversion tracking.

You should also make sure your cookie/privacy consent setup matches your business requirements and local laws.

Troubleshooting

`user_data` is missing

Check that:

Send Enhanced Conversions customer data is enabled in LimoSuite
The customer entered billing email or phone
The booking reached the confirmation step
The limosuite_purchase event fired

Email variable is empty in GTM

Check that your Data Layer Variable Name is exactly:

user_data.email

Do not use:

email
user.email
customer_email

unless your dataLayer is customized to use those names.

Phone variable is empty in GTM

Check that your Data Layer Variable Name is exactly:

user_data.phone_number

Address variables are empty

Check that your variables use the full path:

user_data.address.first_name
user_data.address.last_name
user_data.address.street
user_data.address.city
user_data.address.region
user_data.address.postal_code
user_data.address.country

Google Ads tag fires but Enhanced Conversions do not show

Check that:

Enhanced Conversions are enabled in the Google Ads conversion action
Enhanced Conversions are enabled in the GTM tag
The user-provided data fields are mapped
The GTM container was published
Enough time has passed for Google Ads diagnostics

Google Ads diagnostics may take time to update.

Events do not fire while testing

Check whether this setting is enabled:

Disable tracking for administrators

If it is enabled and you are logged in as admin, LimoSuite will skip tracking events.

Example Full Purchase Event

A completed booking with Enhanced Conversions may look like this:

{
  event: "limosuite_purchase",
  transaction_id: "LS-260709-HBRR30",
  booking_id: "LS-260709-HBRR30",
  value: 91.69,
  currency: "USD",
  service_type: "point-to-point",
  pickup_address: "123 Main Street, Anytown, ST 12345 US",
  dropoff_address: "JFK – John F. Kennedy International Airport",
  pickup_date: "2026-07-09T14:30:00.000Z",
  distance_miles: 16.7,
  duration_minutes: 28,
  passengers: 1,
  bags: 0,
  vehicle_name: "Luxury Sedan",
  user_data: {
    email: "customer@example.com",
    phone_number: "+15555550100 ",
    address: {
      first_name: "John",
      last_name: "Smith",
      street: "123 Main St",
      city: "Anytown",
      region: "ST",
      postal_code: "12345",
      country: "US"
    }
  }
}

Summary

To set up Enhanced Conversions with LimoSuite:

Enable Enhanced Conversions customer data in LimoSuite.
Confirm user_data appears inside the limosuite_purchase event.
Create Data Layer Variables in GTM.
Open your Google Ads conversion tag.
Enable user-provided data / Enhanced Conversions.
Map email, phone, name, and address fields.
Test in GTM Preview.
Publish the GTM container.
Check Google Ads diagnostics later.

Once complete, Google Ads can use LimoSuite customer billing data to improve conversion matching and reporting accuracy.

Last updated on July 9, 2026

What Enhanced Conversions Use

Before You Start

Step 1: Confirm Enhanced Conversion Data Is in the DataLayer

Step 2: Create Data Layer Variables in GTM

Email Variable

Phone Variable

First Name Variable

Last Name Variable

Street Variable

City Variable

Region Variable

Postal Code Variable

Country Variable

Step 3: Open Your Google Ads Conversion Tag

Step 4: Enable Enhanced Conversions in the Tag

Step 5: Map Customer Data Fields

Step 6: Test in GTM Preview

Step 7: Publish GTM

Step 8: Check Google Ads Diagnostics

Important Data Format Notes

Billing Data vs Trip Address

Recommended Fields

Admin Testing Note

Privacy Note

Troubleshooting

user_data is missing

Email variable is empty in GTM

Phone variable is empty in GTM

Address variables are empty

Google Ads tag fires but Enhanced Conversions do not show

Events do not fire while testing

Example Full Purchase Event

Summary

`user_data` is missing