Glossary
Enhanced Conversions
Enhanced Conversions is a Google Ads feature that improves conversion measurement accuracy by sending hashed first-party customer data — such as email addresses, phone numbers, or physical addresses — alongside conversion events. When a user converts on an advertiser's website, Enhanced Conversions captures the first-party data the user provided during the conversion, typically at form submission, hashes it using SHA-256, and matches it against Google's logged-in user data to attribute the conversion back to the correct ad interaction. This approach recovers conversions that would otherwise be lost due to browser privacy restrictions, cookie limitations, or cross-device journeys. Enhanced Conversions can be implemented through Google Tag Manager, the Google Ads API, or the global site tag, and works alongside existing conversion tags rather than replacing them. It is one of the fastest privacy-durable measurement upgrades available, typically improving reported conversion volume without requiring a full server-side tracking migration. Enhanced Conversions is available for both web and lead-based conversion actions.