Definition
Enhanced conversions is a Google Ads feature that supplements conversion data with hashed first-party information (like email), so Google can better match conversions to the clicks that created them.
Also called: Enhanced conversions, Google enhanced conversionsMake events usable.
- 01 / Event
- Describe what happened with a stable name and relevant fields.
- 02 / Validation
- Validate value, currency, ID and consent before forwarding data.
- 03 / Use
- Use consistent data in reporting, segmentation and optimisation.
01Describe what happened with a stable name and relevant fields.
Google's counterpart to better match quality
When cookies are lost, Google loses the ability to link a conversion to the click that created it, and then bidding optimizes on incomplete data. Enhanced conversions mitigate that by sending hashed first-party data (typically email, optionally name and address) alongside the conversion, so Google can reconstruct the match securely and privately.
It's Google's counterpart to Meta's Event Match Quality: more matched conversions mean a cleaner signal, better smart bidding and more accurate reporting. Set up correctly (ideally server-side), it's one of the technical levers that lifts Google performance without touching budget.
Frequently asked questions
What do enhanced conversions do?
They send hashed first-party data (like email) alongside the conversion, so Google can match more real sales to the clicks that created them, even when cookies are lost. That means better bidding and more accurate reporting.
Are enhanced conversions privacy-friendly?
Yes, when set up correctly: data is hashed before it's sent, and it requires valid consent. It reconstructs the match without sharing raw personal data with Google.
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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