Enhanced Conversions
Enhanced conversions improve conversion measurement in Google Ads by sending hashed first-party data, such as email addresses, along with conversions.
What are enhanced conversions?
Enhanced conversions are a Google Ads feature that improves the accuracy of conversion measurement. When a user converts – for example by submitting a form or completing a purchase – the tag sends first-party customer data such as the email address or phone number along with the conversion. This data is hashed (SHA-256) before it is sent, and Google matches it to signed-in Google accounts to attribute conversions that cookies alone would miss.
Google distinguishes two uses, which it has been bringing together in one setting:
- For web: improves measurement of online conversions such as purchases and sign-ups.
- For leads: matches leads from website forms with sales that happen later offline, for example in your CRM (offline conversion import).
Why it matters:
- Browser restrictions, ad blockers and missing consent reduce what cookie-based tracking can see.
- More complete conversion data improves Smart Bidding, because the system learns from more of your real results.
Implementation options include Google Tag Manager, the Google tag, the API or server-side tagging. Because enhanced conversions use personal data, they need a legal basis and must respect the user’s consent. In the EU this means a proper consent setup with Consent Mode and compliance with the GDPR, and your privacy policy should mention it. Microsoft Advertising offers a comparable feature.