User-based Conversion Lift: Google's eligibility and data rules

Google's help page "Set up Conversion Lift based on users" lists a minimum of 1,000 observed conversions, a minimum campaign budget of $5,000 USD and data requirements that rule out common offline import setups. The page is undated and does not show what changed, so this piece reports what it says when read on 14 November 2026. Google's separate About Conversion Lift page describes a geography-based study type as well; this piece covers the user-based one.

What changed

The sources do not show which lines are new, so what follows is the current state of Google's Help pages, not a change log.

Access. Google Ads Help says: "Conversion Lift isn’t available for all Google Ads accounts. To use Conversion Lift, contact your Google account representative." For new campaign types in alpha or beta phase, the page also says to ask the account representative about eligibility.

Account and campaign thresholds (as listed now).

• At least 1,000 observed conversions. Conversions with supplementary data do not count towards that minimum.
• A minimum campaign budget of $5,000 USD.
• At least one conversion action compatible with Conversion Lift.
• Supported campaign types: Display, Search, Video, Demand Gen, App campaigns and Performance Max. App campaigns targeted at iOS and Travel Ads are not supported.
• A campaign can sit in only one study at a time, whether Brand Lift, Search Lift or Conversion Lift.

Study settings. Studies are created under Campaigns > Experiments, in the Lift studies tab. The holdback can be set from 1% to 50%. Studies running alongside Brand Lift and Search Lift must keep a 30% holdback. A study can run for as little as 7 days; Google recommends more than 14. Google says studies with a long conversion lag that run for under 14 days can see up to a 17% drop in Absolute Lift. Study power is shown as a range from 50% to 95% in 5% steps, and below 90% the tool gives budget guidance.

Data requirements. The page flags enhanced conversions, advanced consent mode and Google tag gateway as things to implement before launch. Its checks cover hashing and formatting of user-provided data, transaction IDs matching between the website tag and the API, and API uploads made within 24 hours of the conversion.

The consent rule is stated two ways. The data readiness section says advanced consent mode applies "only for EEA targeting campaigns". The consent mode table says a web conversion action without advanced consent mode, while campaigns target EEA, UK and DMA regions, is flagged, and that basic consent mode is insufficient. For web conversion actions, Google's consent table calls for advanced consent mode (v2) when campaigns target EEA, UK or DMA regions. Treat the wider wording as the safer reading.

Unsupported setups. Google lists these as not working, even if diagnostics show "Good": click-ID-only (GCLID, GBRAID or WBRAID) offline imports without hashed PII; web conversions imported from Google Analytics; custom variables on enhanced conversions for leads uploads; and importing BRAID together with PII, which stops the PII being used at all.

Already live. Since 14 April 2026, eligible Demand Gen studies include "Delayed Incremental Conversion", also called "Cooldown". It applies automatically to Demand Gen only studies that started on or after 2 March 2026, and results appear after the study finishes. By default the report includes projected cool-down conversions.