Short answer: Enhanced conversions send hashed first party data, such as the email or phone number a customer enters at checkout or in a form, alongside your conversion tag. Google matches it to signed in users to measure conversions that cookies miss. It usually improves measured conversions and gives Smart Bidding better data. You can set it up with the Google tag, Google Tag Manager or the Google Ads API, and you should check its status in your conversion action diagnostics.
How enhanced conversions work
- A customer converts and enters details such as email, phone, name or address.
- Your tag collects this data and hashes it with SHA256 before sending.
- Google matches the hashed data to signed in Google accounts.
- The conversion is credited to the right ad click, even if cookies were blocked.
The raw data is not sent in plain text. You still need to tell customers how you use their data in your privacy policy and follow consent rules.
Two types
| Type | For | How data is used |
|---|---|---|
| Enhanced conversions for web | Online purchases and form fills | Improves online conversion measurement |
| Enhanced conversions for leads | Leads that close later offline | Matches offline sales to the original lead |
Setup options
- Google tag: turn on enhanced conversions in conversion settings and let the tag collect data automatically or from specific page elements.
- Google Tag Manager: add user provided data variables to your conversion tag. This gives more control over which fields are sent.
- Google Ads API: for developers sending conversions from a server or CRM.
- Platform integrations: some ecommerce platforms offer a simple switch.
You also need to accept the customer data terms in Google Ads.
Check that it works
- Open Goals, then Conversions, then the conversion action.
- Look at the diagnostics for enhanced conversions status.
- Wait a few days after setup. Google shows whether data is received and how much it improves measurement.
- Fix warnings such as missing email fields or formatting problems.
Tips
- Send email whenever you can. It usually gives the best match rate.
- Make sure phone numbers include the country code.
- Combine with consent mode in regions that require consent.
- Re check after website changes, which often break data collection.
Frequently asked questions
What are enhanced conversions in Google Ads?
Is enhanced conversions data safe?
Do I need Google Tag Manager for enhanced conversions?
How do I know if enhanced conversions are working?
What are enhanced conversions for leads?
Who can set up enhanced conversions for my account?
Want more accurate conversion data?
I can set up enhanced conversions and consent mode correctly. See my Google Ads management and web analytics services, or request a free ads audit. Also read Google Ads conversion tracking with GA4 and GTM and Google Ads offline conversion import.