Enhanced conversions
Enhanced conversions is Google’s mechanism for improving conversion measurement by sending hashed first-party data (email, phone) alongside conversion events, letting Google match conversions to signed-in users when cookies fail.
When third-party identifiers break, hashed first-party identifiers become the matching key: Google compares the hashed email from your conversion event against signed-in accounts and recovers conversions that cookie-based tracking loses. Advertisers typically see measurable uplift in reported conversions after implementation — which is recovered visibility, not new performance.
Data is hashed (SHA-256) before it leaves your site, and consent obligations still apply in full.
Knowing what Enhanced conversions means isn’t the edge.
Knowing what it’s doing to live accounts right now is. Operator notes from $200M+ in managed spend — sent when we find something worth your time.
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