Enhanced Conversions

Definition

Enhanced Conversions are a Google Ads feature that improves conversion measurement accuracy alongside cookie-based tracking. The principle: send hashed user data (email, phone, name, address) to Google at the point of conversion. Google uses this data to match with signed-in Google accounts and measure conversions that cookies alone can no longer capture.

Why it is necessary

With the disappearance of third-party cookies, tracker blocking by browsers and consent refusals, a growing share of conversions escapes traditional tracking. Google estimates that 30 to 50% of conversions can be lost without Enhanced Conversions. This feature fills the gap without compromising privacy: data is hashed locally (SHA-256) before being sent.

Implementation

Enhanced Conversions are configured via GTM or the Google Ads API. In GTM, you add a “User-Provided Data” variable to the Google Ads conversion tag and link it to form fields (email, phone). Implementation via the data layer is recommended to avoid DOM scraping.

Enhanced Conversions require user consent for sending data for advertising purposes (ad_user_data: granted in Consent Mode). Without this consent, hashed data is not transmitted.

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