Definition
Enhanced conversions is a Google Ads feature that sends hashed first-party customer data, such as email or phone, along with a conversion so Google can match it to signed-in users.
In practice
Values are normalized and hashed with SHA-256 before they are used for matching. The Google tag can hash them for you, or you can send pre-hashed values, but not both.
Recovered conversions give Smart Bidding a more complete picture, which matters most for strategies such as Target CPA and Target ROAS. Enhanced conversions for leads extends the same idea to offline conversions.
User data should only be sent where consent allows, and it must be captured at the moment of conversion, not on a later page where the form has been cleared.
Learn more: Enhanced conversions setup.
Related terms
- Smart BiddingSmart Bidding is a group of Google Ads bid strategies that use machine learning to set bids in each auction, aiming for conversions or conversion value.
- Google Consent ModeGoogle Consent Mode is a way to pass a visitor’s consent choices to Google tags so they adjust their behavior.
- GCLIDThe GCLID (Google Click Identifier) is a parameter that Google Ads adds to landing page URLs when auto-tagging is on, so conversions can be tied back to the click.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how Enhanced conversions is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.