What Enhanced Conversions Do
Standard Google Ads tracking relies on a cookie set when someone clicks your ad. If that cookie is blocked, deleted or on a different device, the conversion can go unmatched. Enhanced conversions add a second route: hashed customer data, like the email typed at checkout.
Google matches that hash to signed-in Google users, so it can credit the conversion even when the cookie path fails. More matched conversions means better reporting and better Smart Bidding.
How It Works
- A signed-in user clicks your adOn Search, YouTube or another Google surface.
- They convert on your siteAnd enter details such as email or phone.
- The tag hashes the dataWith SHA-256, before sending it with the conversion.
- Google matches the hashAgainst its own hashed data and credits the ad.
Web vs Leads
| For web | For leads | |
|---|---|---|
| Used when | The conversion happens on your site | A lead converts later, offline or in a CRM |
| Data captured | At checkout or form submit | At form submit, then matched to the later sale |
| Sale reported by | The conversion tag | An upload from your CRM |
What Changed in 2026
Google announced in April 2026 that enhanced conversions for web and for leads would merge into one on/off setting, with the rollout running from April to June. In practice that means fewer setup choices: turn it on at account level and send customer data from your tag, Data Manager or API.
Separately, Google's help centre says offline conversion imports and enhanced conversions for leads uploads moved to the Data Manager API from June 15, 2026. If you or a tool upload conversions through the older Google Ads API route, check it's been updated.
Setting It Up
- Turn it onIn Google Ads conversion settings, accept the customer data terms.
- Choose how data is sentGoogle tag, Google Tag Manager, or a server-side connection.
- Capture the right fieldsEmail is the most useful; phone, name and address raise match rates further.
- Check diagnosticsGoogle Ads shows enhanced conversion status and diagnostics after a few days.
Common Pitfalls
- Capturing the wrong field, such as a newsletter box instead of the checkout email.
- Formatting errors, like spaces or capitals before hashing when your tool doesn't normalise them.
- Forgetting consent and disclosure. See cookie consent and tracking.
- Expecting miracles. Enhanced conversions improve matching; they don't fix a missing or broken tag.
Where a Tracker Helps
A first-party tracker that captures visitor details on your own domain makes enhanced matching easier across every platform. ClickMagick captures details such as email from your forms and checkout, and sends them with the conversions it passes to ad platforms. See Audience Optimization.
Send ad platforms richer, first-party conversion data.
Try ClickMagick FreeFrequently Asked Questions
What are enhanced conversions in Google Ads?
Enhanced conversions send hashed first-party data, such as an email or phone number the customer entered, alongside your conversion tag. Google matches it to signed-in users, so it can credit conversions that cookie-based tracking missed.
Is customer data sent in plain text?
No. The data is hashed with SHA-256 before it's sent, and Google matches the hash against its own hashed data.
What changed with enhanced conversions in 2026?
Google announced in April 2026 that enhanced conversions for web and for leads would merge into a single on/off setting, rolling out between April and June 2026. Offline conversion imports and enhanced conversions for leads uploads also moved to Google's Data Manager API from June 15, 2026.
Do enhanced conversions need consent?
They use personal data, so follow your privacy obligations: disclose it in your privacy policy and respect consent requirements where your audience is covered by laws such as GDPR.
Does ClickMagick support enhanced conversions?
ClickMagick sends visitor details it captures, such as email, with conversions it sends to ad platforms, which supports better matching. Its Microsoft Ads setup explicitly enables enhanced conversions.