Enhanced conversions
Enhanced conversions send hashed first-party data, such as an email address, with a conversion so Google can match it to an ad click more reliably.
In the platformMeasurement
Enhanced conversions
Enhanced conversions send hashed first-party data, such as an email address, with a conversion so Google can match it to an ad click more reliably.
The data is hashed with SHA-256 before it reaches Google, which uses it to match the conversion to a signed-in user who clicked an ad. That helps when cookies are blocked or expire, or the journey crosses devices. More matched conversions give Smart Bidding a fuller picture.
- Enhanced conversions for web improves tag-based conversions.
- Enhanced conversions for leads matches leads that convert offline, for example in your CRM.
Where you'll see it
In Google Ads, go to Goals > Settings and expand "Enhanced conversions". There you accept the customer data terms and choose how data is sent (Google tag, Google Tag Manager or the API). Each conversion action's diagnostics page shows whether enhanced conversions are recording. On Meta, the equivalents are Advanced Matching on the pixel and the Conversions API; on TikTok, Advanced Matching and the Events API.
Worked exampleSame sales, more of them matched
A campaign spends $5,000. Assume enabling the feature lifts recorded purchases from 100 to 110.
- CPA before: $5,000 ÷ 100 = $50
- CPA after: $5,000 ÷ 110 ≈ $45.45
Sales did not increase. Measurement improved, so reports and bidding see more of the real results. The size of the change varies by account.
Setup check
- The email or phone field is actually sent, or nothing is matched.
- Data is formatted correctly, such as phone numbers with the country code.
- You've accepted the customer data terms and meet the consent rules in your region.
- Nobody reads the jump in conversions as a jump in sales.