Enhanced conversions
Enhanced conversions is a Google Ads feature that adds hashed customer data, such as an email address, to a conversion so Google can measure it more accurately.
How it works
When a buyer places an order, the site already holds their email, phone, name and address. Enhanced conversions send this first-party data with the conversion, and Google uses it to match the conversion to the ad.
Email, phone, name and street address are normalised: spaces trimmed, letters in lowercase, the phone in the international E.164 format. They are then hashed with SHA-256. Country, region, city and postcode are sent unhashed.
There are two kinds:
- Enhanced conversions for web cover orders placed on the site. You set them up in the Google tag, Google Tag Manager or the Google Ads API. Through the API, the hashed data can follow within 24 hours of the conversion, tied to the order ID.
- Enhanced conversions for leads are an upgraded offline conversion import. Orders confirmed later, for example by phone, are uploaded with the same hashed data. Google matches it to data collected on the site and to signed-in customers who engaged with the ad.
Both kinds require accepting Google’s customer data terms. Enhanced conversions not working covers diagnostics and the usual fixes. For phone orders, see importing phone and offline orders.
Where you see it
In Google Ads, the “Turn on enhanced conversions” box in the settings of a conversion action. For uploads through the Google Ads API, offline data diagnostics show the health of recent imports.
Not to be confused with
| Term | How it differs |
|---|---|
| Consent Mode | Passes the visitor’s cookie consent status to Google tags. It is about permission; enhanced conversions are about matching. |
| Offline conversion import | Uploads orders made outside the site. Enhanced conversions for leads are its upgraded version, which matches by customer data. |
| Event match quality | Meta’s score for the customer data in Meta’s own events. It says nothing about Google’s matching. |
Right and wrong readings
- Wrong: “Enhanced conversions are on, so our ROAS is now accurate.” Right: they add data that helps match a conversion to an ad. They change neither the conversion value nor the goal, so a default conversion value stays a default.
Sources
- Manage online click conversions — Google Ads API: enhanced conversions for web, normalising and hashing, the 24-hour window, customer data terms, the “Turn on enhanced conversions” box, offline data diagnostics. Checked 2 October 2026.
- Manage offline conversions — Google Ads API: what enhanced conversions improve, enhanced conversions for leads, matching to signed-in customers. Checked 2 October 2026.