The "Include user-provided data" checkbox is no longer available in the server-side Google Ads Conversion tag in sGTM as of June 12, 2024. This change affects how user-provided data (UPD) is managed in Google Ads and GA4. Key updates include:

Key Changes

1. Checkbox Removal: The "include user-provided data" checkbox is no longer in the Google Ads conversion tag settings within the server-side Google Tag Manager (sGTM) container.
2. New Tag Type: A new Google Ads User-provided Data Event tag type has been added to sGTM, similar to the one in web GTM.
3. BigQuery Export: Enabling UPD no longer disables user ID exports to BigQuery, meaning UPD won't affect user or event data export.
4. Enhanced Conversions for Leads: Enhanced Conversions for Leads can now be set up via sGTM, allowing for offline event tracking configuration.

Previous Setup Process

Previously, setting up enhanced conversion tracking for Google Ads involved:

1. Creating a user-provided data variable in web GTM.
2. Adding it to GA4 tag settings inside web GTM.
3. Enabling the "Include user-provided data from your website" checkbox in the Google Ads server-side conversion tracking tag as seen in this old screenshot.

Current Setup Process

Now, the checkbox for user-provided data is enabled by default in server-side Google Ads tags. If user-provided data is sent from web GTM to sGTM using a GA4 tag, server-side Google Ads tags will automatically parse user data from GA4 requests. Control of user-provided data has shifted from server to web GTM.

Google has not yet updated the gAds enhanced conversion documentation.