Enhanced conversions setup that actually matches

Enhanced conversions supplement your Google Ads conversion tags with hashed customer data, such as email or phone, captured at the moment of conversion. Google matches that data to signed-in users, recovering conversions that cookies alone would miss.

Smart bidding strategies optimize toward the conversions they can see. When enhanced conversions are misconfigured, bidding trains on partial data. Markitech checks the full path from the form field, through the data layer, to the tag and the diagnostics report.

How to do it

1. Confirm the conversion action and accept the enhanced conversions terms in Google Ads.
2. Capture email and phone in the data layer at the conversion event, not on a later page.
3. Normalize and hash values (SHA-256) or let the Google tag hash them, never both.
4. Map user_data in the Google Ads conversion tag, web or server-side.
5. Publish, then review the enhanced conversions diagnostics in Google Ads after it collects data.
6. Confirm the conversion action is the primary goal used by your bidding strategy.

Common mistakes

• Reading the email field after the form is cleared, which sends empty values.
• Double hashing values that the tag already hashes.
• Enabling enhanced conversions on a secondary action that bidding never uses.
• Ignoring consent: user data should only be sent where consent allows.

Ask Markitech

Related questions

• Does Markitech support server-side tagging?
• Does Markitech work with the Meta Conversions API?
• Does Markitech support Consent Mode v2?

Key terms

Approved by you, every time

Markitech proposes each change in chat and holds it until you approve. Nothing is published, created or changed in your accounts without that approval.

Part of the Server-Side Tracking guide.