What are enhanced conversions?
Nicklas Segatz Mortensen · Growth Hacker · Fractional CMO · Meta Ads Nerd · 8 July 2026 · 3 min.
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 conversions
Sådan virker det
Enhanced conversions sender hashede førstepartsdata (fx e-mail) sammen med konverteringen, så Google kan matche flere af dine reelle salg til klik — også dem, cookie-tab ellers ville skjule. Googles pendant til Metas højere Event Match Quality.
01Google'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.
Related terms
Glossary
What is Event Match Quality (EMQ)?
Event Match Quality (EMQ) is a score from 0 to 10 that measures how well Meta can match a conversion event to a user, based on the customer parameters you send (hashed email, phone, name, external ID and more).
Read the entry →Glossary
What is server-side tracking?
Server-side tracking sends conversion events from your own server (e.g. via a server-side Google Tag Manager container and Meta's Conversions API) instead of from the user's browser — so data isn't lost to ad blockers, cookie restrictions and iOS limitations.
Read the entry →Glossary
What is first-party data?
First-party data is data you collect directly from your own customers and channels — purchases, website behavior, email engagement, contact details — and which you own and control.
Read the entry →
Nicklas Segatz Mortensen
Growth Hacker · Fractional CMO · Meta Ads Nerd at Oaksmond
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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