Glossary · Marketing, CRM & Growth
Enhanced Conversions
Overview
What Enhanced Conversions are
Enhanced Conversions is a privacy-safe way to supplement standard Google Ads conversion tracking with first-party customer data that the user provided, such as an email address entered on a lead or checkout form.
It exists to close measurement gaps created by browser cookie restrictions, ad blockers, and consent choices, which otherwise cause legitimate conversions to go unattributed.
How Enhanced Conversions work
When a conversion happens, the customer data is hashed locally using the SHA-256 algorithm before being sent to Google—meaning Google never receives raw email addresses or phone numbers. Google then matches the hashed data against signed-in Google accounts to confirm conversions.
Enhanced Conversions can be set up through Google Tag Manager, the Google tag, or the Google Ads API. There are two types: Enhanced Conversions for web, which uses on-site form data, and Enhanced Conversions for leads, which ties CRM-closed leads back to ad clicks.
Why Enhanced Conversions matter
More accurate conversion data improves Smart Bidding, which relies on complete signals to optimize spend. Recovering otherwise-lost conversions gives a truer picture of campaign ROI and better automated performance.
Because data is hashed before transmission, Enhanced Conversions is designed to align with privacy expectations, though advertisers remain responsible for having proper consent and disclosure for using customer data this way.
Where we use it
Related Zen in Tech services
How our team puts Enhanced Conversions to work in real projects.
FAQ
Enhanced Conversions — common questions
Is customer data safe with Enhanced Conversions?
Yes. Customer data such as email and phone is hashed with SHA-256 on your site before it is sent, so Google never receives raw personal data. Advertisers must still have valid user consent to use it.
What is the difference between Enhanced Conversions for web and for leads?
Enhanced Conversions for web improves online conversion measurement using data from on-site forms, while Enhanced Conversions for leads ties offline, CRM-closed sales back to the original ad click.
Do Enhanced Conversions improve bidding?
Yes, indirectly. By recovering conversions that would otherwise go untracked, they give Google's Smart Bidding more complete data, which can improve automated bid decisions and campaign performance.
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