Enhanced Conversions
Enhanced Conversions supplement your conversion tracking with hashed first-party data such as email addresses. This allows Google to attribute conversions even when cookies are missing or users switch devices.
What are Enhanced Conversions?
Enhanced Conversions are a Google Ads feature that improves your existing conversion tracking. Data that users provide themselves — such as an email address during an order or contact request — is hashed (encrypted) and sent to Google. Google matches these hashes with signed-in Google accounts and can attribute conversions that classic cookie tracking misses.
How Do Enhanced Conversions Work?
When a conversion completes, your tag (usually via Google Tag Manager) captures the user data, hashes it with SHA-256 directly in the browser, and sends it with the conversion event. No plain-text email address ever leaves your website. There are two variants:
- Enhanced Conversions for Web: Improve measurement of website conversions
- Enhanced Conversions for Leads: Connect offline deals (e.g. from your CRM) to the original ad click
Why Do They Matter?
Due to tracking prevention, cookie banners, and device switching, measurable conversions get lost without Enhanced Conversions. More complete data means better Smart Bidding — the algorithm learns from more real conversions.
Pro Tip: Enable Enhanced Conversions together with Consent Mode v2. Both mechanisms complement each other and create a significantly more stable data foundation.
Frequently Asked Questions
Data is hashed with SHA-256 before transmission, so Google never receives plain-text emails. You still need valid user consent and an appropriate note in your privacy policy. When in doubt, clarify implementation with your data protection officer.
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