Enhanced conversions
Also known as: Enhanced conversions for web, Enhanced conversions for leads
In short
A Google Ads measurement feature that supplements conversion data with first-party customer information, using supported matching methods including hashed identifiers.
Add a supported matching signal
Enhanced conversions supplements an existing conversion workflow with customer information collected directly by the business. Supported identifiers, such as an email address, help Google match an outcome with eligible advertising interactions.
Google documents SHA-256 hashing in supported implementations, alongside newer protected processing paths. The exact handling depends on the integration. Follow the current implementation guide instead of assuming every setup transforms and transmits data in the same place.
The feature can support online outcomes and imported outcomes from leads. It does not replace the need to define, record and validate the underlying conversion correctly.
Illustrative workflow
Imagine a fictional customer completing an order and supplying an email address during checkout. A correctly configured integration provides the permitted customer information alongside the purchase measurement. Matching can supplement the connection between that outcome and an earlier eligible ad interaction.
If the purchase event is duplicated or its value is wrong, the additional matching signal does not correct that business error.
Respect the data requirements
Hashing supports matching; it does not make the customer information meaningless or remove the need to meet Google’s customer data policies and applicable consent requirements. Validate diagnostics, normalization and event quality. Do not promise complete recovery of missing conversions or assume that every submitted identifier will produce a match.