Measurement & Tracking
Enhanced Conversions
Enhanced conversions is a Google Ads feature that sends hashed first-party customer data (email, phone, address) with a conversion event so Google can match conversions to ad interactions that cookies alone would miss.
In practice
Browser restrictions, consent choices, and cross-device journeys mean a growing share of conversions never get matched to the click that caused them. Enhanced conversions recovers part of that loss. When a user converts, the tag hashes the email or phone they provided and sends it alongside the conversion; Google matches the hash against signed-in users who saw or clicked the ad.
There are two flavors. Enhanced conversions for web improves attribution of on-site conversions. Enhanced conversions for leads does the same for offline outcomes: you capture the hashed email at form submission, then upload it later with the outcome instead of needing a GCLID. That makes offline import workable for businesses whose CRM never stored click ids.
Setup runs through Google Tag Manager or the platform integration, requires accepting the customer data terms, and should be verified in the conversion diagnostics tab. Expect reported conversions to rise as matching improves, which changes the baseline for targets.
Why it matters
It recovers conversions that consent and browser changes would otherwise hide from bidding.
RELATED TERMS
Offline Conversion Import
Offline conversion import uploads events that happen after the click, such as qualified leads, booked appointments, or closed deals, back into Google Ads or Meta, matched to the original click so bidding can optimize toward them.
Consent Mode
Consent mode is a Google framework that adjusts how Google tags behave based on the user's consent choices, sending cookieless pings when consent is denied so Google can model conversions that are not directly observed.
Conversion Action
A conversion action is a defined event in Google Ads (purchase, form submission, call, sign-up) that the account counts as a valuable outcome and that Smart Bidding optimizes toward when set as primary.
Written by Ilya Bulychev, Founder, Live PPC Ads. Part of the PPC Glossary.
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