Enhanced Conversions is a Google Ads feature that improves the accuracy of conversion tracking through hashed first-party data.
A conversion that is not attributed is missing from your account in reporting and bid control. Enhanced conversions are meant to close part of that gap, but they have clear prerequisites.
Where the term comes from
“Enhanced conversions” is the name of a feature in Google Ads. Google describes it as a supplement to your existing conversions. It sends hashed first-party data from your website, or from imported offline events, to Google.
First-party data is information a customer gives you directly, such as the email address in an order form. Hashed means that the SHA256 method turns it into a code that cannot be reversed.
How enhanced conversions work
When someone converts, your tag captures data such as email, name, address or phone number. This data is sent to Google hashed. Google matches it with Google accounts in a protected environment. The match connects customers to the Google accounts they were signed in to when they interacted with the ad.
There are two ways to send it. You supply raw values that Google normalizes and hashes. Or you supply values that are already hashed. In the code snippet of the Google tag, the values must not be hashed. Normalization includes trimming whitespace, lowercase text and the E.164 format for phone numbers.
Setup runs through the Google tag, Tag Manager or the API. The tag can detect the data automatically, read it through CSS selectors or JavaScript variables, or receive it through a code snippet.
How it differs from related features
Google distinguishes enhanced conversions for web and for leads. The web variant improves measurement of completions on the website. The leads variant connects form data with imported offline conversions. Since April 2026, Google merges both into one setting.
They differ in principle from conversion modeling. Enhanced conversions attribute measured conversions better. Modeling estimates conversions that were not measured at all. Both can run in the same account.
Consent also sits alongside. Consent state pings report the consent status to Google. Enhanced conversions use that status too: if the required consent values are missing, Google says no data is collected or processed.
What this means for your account
First check whether customer data is on the page with the conversion tag at all. Without an email field in the form or on the confirmation page, there is nothing to send. Then you must accept the customer data terms in Google Ads or Analytics. Before that, the tag collects nothing.
For testing, use your browser’s developer tools. In the network tab you see the conversion request with the parameter “em.” If it starts with “tv.1em” and a long value follows, data is arriving. If it shows only “tv.1em,” the field was empty.
On use of the data, Google writes: “Google will only use the data you shared for Enhanced Conversions to provide you services, including technical support.” Data is not shared with other advertisers.
Limits and typical mistakes
Hashing is a technical safeguard. It does not replace a legal basis and is not legal advice. You clarify the consent question in your privacy policy and your consent solution.
Typical mistakes lie in the data. If required fields are missing, the format does not fit or empty fields are sent along, the match does not happen. Google advises omitting fields you do not collect instead of leaving them blank.
Also note that conversions imported from Google Analytics do not support enhanced conversions. Anyone measuring that way gains nothing from the feature.
Temper your expectations as well. The feature yields more attributed conversions, but not all of them. Anyone who was not signed in or does not consent stays out. How many additional conversions arrive shows only in your own report after the ramp-up period.
If you want to load larger data sets from a CRM or database, also look at the Google Ads Data Manager. It does not replace the tag. It complements imports.
Frequently asked questions
Are enhanced conversions automatically privacy compliant?
That cannot be said across the board. Google promises encryption and purpose limitation, and it collects data only after you accept the terms. Whether you may transmit the data depends on your legal basis, such as consent and privacy policy. Clarify that legally.
What data do I need at minimum?
At least one identifier, preferably the email address. Alternatively, a full address with first name, last name, postal code and country works. A phone number can only be sent in addition to an email, or to a name and address.
When will I see whether it works?
The diagnostics report in Google Ads appears after a few days and shows whether data arrives. Google states the impact on reporting only about 30 days after successful setup.
Sources
See also: Consent State Pings
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