Enhanced Conversions via GTM Server-side: Email captured but phone number missing - Why?
Hi everyone,
I'm working on setting up Enhanced Conversions for Google Ads using a GTM Server-side container (Stape) and I'm running into an interesting issue that I can't figure out.
My Setup:
- Multiple domains (.es, .de, .uk, etc.) - each with its own GTM Web container
- 1 shared GTM Server-side container (Stape with first-party domains)
- Each domain has its own GA4 property
- All properties have "Allow user-provided data capabilities" enabled with:
- Automatically detect: Email, Phone, Name and address
- CSS selectors configured:
- Email: `.modal_msg_texto > strong:nth-child(1)` (captures from confirmation modal)
- Phone: `input[name="telefono"]`
The Problem:
- Spain (.es) is successfully sending BOTH email and phone number to Google Ads
- Other domains (Germany, UK, etc.) are sending NEITHER
When I check with Tag Assistant on Spain, I see:
ep.user_data.email: user@example.com ep.user_data.phone_number.0: +34123456789
On Germany and other domains: nothing.
**What's Identical Across All Domains:**
- Same form HTML structure (`<input name="email">` and `<input name="telefono">`)
- Same GTM Web container setup (tags, triggers, variables)
- Same GTM Server container (shared by all)
- Same GA4 configuration for "Allow user-provided data"
**My Theory:**
The email CSS selector points to the confirmation modal (`.modal_msg_texto > strong:nth-child(1)`) which appears AFTER form submission. The phone number is NOT visible in the modal, only in the form input (which is still in the DOM but hidden under the modal overlay).
Questions:
Why would GA4's "Automatically detect" work for phone numbers in Spain but not in other domains, when the configuration is identical?
Should I configure hashing in GTM Server, or does GA4 handle that automatically when linked to Google Ads?
For Enhanced Conversions with GTM Server-side, is it better to use "Google tag" method or GTM method in Google Ads settings?
Additional Context:
- I just updated the CSS selector for email on the other domains to match Spain's configuration (pointing to the modal instead of the input field)
- Configuration was saved 24-48 hours ago but hasn't propagated yet
- Spain's configuration was done weeks/months ago and works perfectly
Any insights would be greatly appreciated! Has anyone experienced similar issues with GA4's automatic detection in server-side GTM setups?
Thanks!