What is Enhanced Conversions?
Enhanced Conversions is Google Ads' privacy-preserving conversion-tracking enhancement that sends hashed first-party customer data (email, phone, name, address) alongside the standard conversion event. The hashed data is matched against Google's signed-in user base to attribute conversions that would otherwise be lost to cookie deprecation, iOS tracking restrictions, or cross-device behavior.
What to know in practice
- Three implementation paths: Google Tag (gtag.js) automatic capture from form fields, Google Tag Manager configuration, or Google Ads API direct upload.
- Recovers an estimated 5-15% of conversions on average; up to 30-40% for accounts with high mobile traffic and iOS-heavy audiences where third-party cookie loss is severe.
- Required for healthcare advertisers using Google Ads Healthcare BAA path — combined with a Google Workspace BAA it's the technically compliant way to track conversions from regulated forms.
- Hashing happens client-side via SHA-256 before transmission; raw PII never leaves the user's browser, which is what enables compliance with strict privacy regimes.
Common misconception
Enhanced Conversions is not the same as Customer Match — Enhanced Conversions enhances conversion ATTRIBUTION; Customer Match drives TARGETING. They share the hashed-PII mechanism but serve different parts of the funnel.
Related terms
- Offline Conversions → Paid Media
- Customer Match → Paid Media
- Smart Bidding → Paid Media