Enhanced Conversions is a powerful feature in Google Ads that improves the accuracy of conversion measurement by supplementing existing conversion tags with first-party customer data. This technology helps bridge the gap created by privacy changes and cookie restrictions that have made traditional …Enhanced Conversions is a powerful feature in Google Ads that improves the accuracy of conversion measurement by supplementing existing conversion tags with first-party customer data. This technology helps bridge the gap created by privacy changes and cookie restrictions that have made traditional tracking less reliable.
When a customer completes a conversion on your website, Enhanced Conversions captures hashed first-party data such as email addresses, phone numbers, names, and physical addresses. This information is then securely transmitted to Google in a privacy-safe manner using SHA256 hashing, which converts the data into anonymous strings before transmission.
Google matches this hashed data against signed-in Google accounts to attribute conversions back to the ads that drove them. This process helps recover conversions that might otherwise go untracked due to cross-device journeys, browser limitations, or when cookies are unavailable.
There are two main implementation methods for Enhanced Conversions. The first is through Google Tag Manager, which requires updating your existing conversion tracking setup. The second method involves manual implementation through the global site tag (gtag.js). Both approaches require you to specify which customer data fields to capture and hash.
The benefits of Enhanced Conversions include more accurate conversion reporting, better optimization signals for Smart Bidding strategies, and improved return on ad spend calculations. Advertisers typically see a recovery of 5-15% of previously unattributed conversions after implementation.
To maintain user privacy and comply with regulations, Enhanced Conversions only uses data that customers have voluntarily provided during transactions. The hashing process ensures that raw customer information never leaves your systems in readable form.
For optimal results, advertisers should implement Enhanced Conversions alongside existing conversion tracking rather than as a replacement. This layered approach ensures maximum data collection while respecting user privacy preferences and platform policies.
Enhanced Conversions: Complete Guide for Google Ads Search Certification
What Are Enhanced Conversions?
Enhanced conversions is a feature in Google Ads that improves the accuracy of your conversion measurement by supplementing your existing conversion tags with hashed first-party customer data. This data can include email addresses, phone numbers, names, and physical addresses that users provide during a conversion event.
Why Are Enhanced Conversions Important?
Enhanced conversions have become increasingly critical due to several factors:
• Privacy changes: Browser restrictions on third-party cookies have made traditional conversion tracking less reliable • Data gaps: Cross-device and cross-browser user journeys often result in untracked conversions • Measurement accuracy: Better data leads to improved Smart Bidding performance and more accurate reporting • Future-proofing: Prepares advertisers for a cookieless future while maintaining measurement capabilities
How Enhanced Conversions Work
The process follows these steps:
1. A user clicks on your Google ad and lands on your website 2. The user completes a conversion (purchase, sign-up, etc.) and provides personal information 3. This first-party data is captured and hashed using SHA256 algorithm on your website 4. The hashed data is sent securely to Google 5. Google matches this hashed data with signed-in Google accounts 6. The conversion is attributed to the original ad click
Important: The customer data is always hashed before being sent to Google, ensuring privacy protection.
Types of Enhanced Conversions
There are two main types:
• Enhanced conversions for web: Uses first-party data from website conversions to improve measurement • Enhanced conversions for leads: Imports offline conversion data using hashed customer information to track when leads become customers
Implementation Methods
Enhanced conversions can be set up through:
• Google Tag Manager • Global site tag (gtag.js) • Google Ads API
Data Used in Enhanced Conversions
The following customer-provided data can be used: • Email address • Phone number • First name and last name • Street address, city, state, and postal code • Country
Exam Tips: Answering Questions on Enhanced Conversions
Key concepts to remember:
• Enhanced conversions use hashed first-party data - always emphasize the privacy-safe nature • The primary benefit is improved conversion measurement accuracy • Enhanced conversions help bridge gaps caused by cookie restrictions and cross-device journeys • Data is hashed using SHA256 before transmission
Common exam question themes:
1. Purpose questions: Focus on measurement accuracy and privacy compliance 2. Implementation questions: Know the three setup methods (GTM, gtag.js, API) 3. Data type questions: Remember the specific data fields that can be used 4. Privacy questions: Emphasize hashing and first-party data usage
Watch out for trick answers that suggest:
• Enhanced conversions replace standard conversion tracking (they supplement it) • Customer data is sent to Google in plain text (it is always hashed) • Enhanced conversions work independently of conversion tags (they require existing tags)
Best practice knowledge for exams:
• Enhanced conversions should be used alongside existing conversion tracking • The feature is particularly valuable for advertisers using Smart Bidding • Implementation requires accepting additional terms of service • Results may take a few weeks to show improvements in conversion data
When answering scenario-based questions, look for situations involving measurement challenges, privacy concerns, or Smart Bidding optimization - these are prime use cases for enhanced conversions.