What are Enhanced Conversions?
Enhanced Conversions is a Google Ads feature that improves conversion measurement by sending hashed first-party customer data, like an email address, along with a conversion. Google uses it to match the conversion to an ad interaction more accurately.
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How Enhanced Conversions works
When someone converts, your tag captures details they entered, such as an email. The details are hashed before they're sent to Google.
Google compares the hashed values with signed-in Google accounts that interacted with your ads. A match lets it credit conversions it might have missed.
Why it improves measurement
Cookie limits and browser privacy settings cause some conversions to go unreported. Enhanced Conversions adds a second way to connect them to ads, so reporting and bidding use more complete data.
Versions and setup
Google Ads now offers Enhanced Conversions as a single account setting that you turn on or off. It accepts hashed customer data from your website tag and from later uploads, such as when a lead becomes a customer. Follow Google's current setup steps and its policies on customer data.
Common questions
Is the customer data sent in plain text?
No. It's hashed before it's sent, so the original email or phone number isn't visible in the request.
Do Enhanced Conversions replace regular conversion tracking?
No. They add to your existing conversion tags and improve how those conversions are matched.
What happened to Enhanced Conversions for Leads?
Google used to offer separate versions for web conversions and for leads. In 2026 it combined them into one setting. Hashed lead details, such as an email from a form, can still be uploaded later with the outcome so Google can match it to the ad interaction.
Do Enhanced Conversions need consent?
You must follow the privacy laws and Google policies that apply to you, which often means collecting consent before using personal data for advertising.
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