What does ec_mode mean?

In one of our major updates in June 2026, we made the ec_mode placeholder public. Previously, ec_mode was already set in our conversion streams with the default configuration "automatic" ("a").

Overview

ec_mode controls how enhanced conversion data — such as email addresses and phone numbers — is collected and sent to Google Ads.

Background: Google Ads & gtag

When configuring your gtag via the Google Ads interface, you are asked whether you want to extract enhanced conversion data (e.g. email, telephone) automatically from the website.

Value	Mode	Behavior
ec_mode = a	Automatic	The gtag automatically extracts personal data from the browser to enhance conversions.
ec_mode = m	Manual	Enhanced conversion data is added manually via gtag.push().

How JENTIS handles ec_mode

In JENTIS, ec_mode is set to a (automatic) by default.

This is because the JENTIS server-side connector has no direct connection to the Google Ads interface or the gtag itself. As a result, this setting does not restrict or change what data is actually shared — you retain full control over which data is passed to the connector on each tag, regardless of this value.

The default of ec_mode = a was therefore chosen as the most compatible configuration.

You remain in control. Independent of the ec_mode setting, JENTIS gives you complete power to decide which data is shared with the connector on a per-tag basis.

What changed in June 2026?

The ec_mode placeholder was made publicly visible and configurable. Everything continues to work exactly as before — the only difference is that you can now also configure this value yourself if needed.

Summary

• ec_mode = a → Enhanced conversion data is extracted automatically (JENTIS default)

• ec_mode = m → Enhanced conversion data is provided manually

• In JENTIS, the actual data shared with Google Ads is always determined by your tag configuration, not by ec_mode

• The June 2026 update simply exposes ec_mode as a configurable placeholder — no behavioral changes