Between 1930 and 1980, the U.S. census bureau moved from using a Mexican as a racial category to Hispanic as an ethnicity. In between, the census bureau tried multiple ways to count Mexican Americans, Spanish Americans, or Latinos. Each measure the bureau tried ran headlong into differing subnational understandings of ethnicity, race, and Americanness. To understand Latino racial formation in this critical period, then, requires looking to the states. This paper explores the census counts in the southwest states between 1930 and 1970. Contextualizing these numbers with a history of differing state policies on language, marriage, and political inclusion reveals the importance of state-specific understandings of race and identity to understanding United States racial formation.