Glossary · MeasurementTOFU
Enhanced conversions
The short answer
Enhanced conversions is a Google Ads feature that sends hashed first-party customer data — like email address or phone number — alongside your conversion tags. Google matches that data to signed-in Google accounts to attribute conversions that cookies alone would miss.
The data is hashed with SHA-256 before it's sent, so the raw email or phone number isn't transmitted in readable form.
Two flavours
- Enhanced conversions for web — improves measurement of online purchases and sign-ups
- Enhanced conversions for leads — matches offline lead outcomes (like a closed sale in your CRM) back to the original ad click using the hashed data captured on the form
Why it matters
Better conversion matching means Smart Bidding sees more of your real results, which usually improves optimisation — especially as browsers restrict cookies.
Enhanced conversions setup options
| Method | Notes |
|---|---|
| Google tag (gtag.js) | Configure user-provided data fields |
| Google Tag Manager | Variables mapped to customer data |
| Google Ads API | For custom implementations |
| Enhanced conversions for leads | Uploads lead outcomes matched to form data |
See Google Ads and offline conversions.
Enhanced conversions in practice
When a customer completes a purchase, hashed first-party data such as an email address is sent to Google, improving the match between ad clicks and conversions where cookies are missing.
Setup essentials
- Collect data with consent
- Hash data before sending
- Configure via Google Tag, Tag Manager or API
- Check diagnostics in Google Ads
Common mistakes
- Sending unhashed data
- Collecting data without consent
- Not checking diagnostics after setup
Frequently asked questions
Is it the same as Meta's Conversions API?
Similar in purpose — better, first-party conversion data — but different in mechanism. Most serious advertisers run both.
Does it require consent?
Yes. Use it only where you have the right to process customer data for this purpose.
Is the data sent in plain text?
No — data is hashed (SHA-256) before being sent.
Does enhanced conversions improve bidding?
Better measurement gives Smart Bidding more accurate signals, which can improve optimisation.
Are enhanced conversions privacy-safe?
Data is hashed before sending, but consent and privacy rules still apply.
Do enhanced conversions work for leads?
Yes — enhanced conversions for leads help connect offline outcomes to ad clicks.
Do enhanced conversions work with Shopify?
Yes, through integrations or tag configurations.
Related terms
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