What Is Enhanced Conversions?

Enhanced Conversions is a Google Ads feature that sends hashed first-party customer data - typically email or phone number, hashed before it ever leaves the browser or server - alongside a standard conversion event, so Google can match it against a signed-in Google account even when the traditional click-tracking cookie is missing or blocked.

It exists because standard cookie-based conversion tracking has been getting less reliable: browser restrictions, ad blockers, and privacy settings all reduce the share of conversions that a cookie-only setup can attribute back to the ad click that caused them. Enhanced Conversions doesn't replace cookie-based tracking - it supplements it, recovering conversions that would otherwise go unmatched.

There are two implementations: a client-side version that hashes and sends the data from the browser, and a server-side (via Google Ads API or a server container) version that's generally considered more reliable since it isn't dependent on the browser environment at all. For any business running Google Ads with a login, checkout, or lead form that captures email or phone, Enhanced Conversions is one of the highest-leverage, lowest-effort accuracy fixes available for conversion tracking today.