> For the complete documentation index, see [llms.txt](https://docs.jentis.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.jentis.com/data-activation/connectors/google-ads/what-does-ec_mode-mean.md).

# What does ec\_mode mean?

{% hint style="info" %}
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"`).
{% endhint %}

### 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.

{% hint style="info" %}
**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.
{% endhint %}

### 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


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