What are enhanced conversions?

Enhanced conversions are an extension of conversion tracking in which you send hashed first-party data, such as an email address, along with a conversion. Google matches that data with signed-in Google accounts to link conversions to ad clicks more accurately. You must have collected the data lawfully and follow Google’s policies.

Why are enhanced conversions important?

Fewer missed conversions: a conversion can more often be linked to the right click.
Better data for bidding: more recognized conversions give Smart Bidding more to learn from.
No readable data: the data is sent hashed, so not as readable text.

Examples of enhanced conversions

An online store sends the customer’s hashed email address along with an order.
A B2B company links a completed contact form to the ad click through the email address.
An online store uses it alongside Consent Mode, so measurement matches visitors’ consent.

How do you use enhanced conversions?

Turn the feature on for your conversion action and pass the data through your tag or the API. Ask for consent through your cookie banner and mention the use in your privacy statement. Then check in Google Ads that the data arrives correctly. For help, see analytics and dashboards.

Enhanced conversions