Enhanced Conversions

Definition

Enhanced Conversions in Google Ads is a measurement feature that improves conversion tracking by sending hashed first-party customer data, such as email addresses or phone numbers, to Google. This data is used to match ad interactions with actual conversions more accurately, helping advertisers better understand which campaigns, ads, or keywords are driving results.

Why It Matters

Accurate conversion tracking is critical for optimising campaigns and maximising ROI. Traditional tracking methods can be limited by browser restrictions, cookie deletions, or privacy regulations. Enhanced Conversions provide a more reliable way to attribute conversions, ensuring advertisers have a clearer picture of campaign performance and can make data-driven decisions about budget allocation and optimisation.

Example

Imagine an e-commerce brand running Google Ads to promote a new product. A user clicks an ad, completes a purchase, and provides their email address at checkout. Enhanced Conversions uses this first-party data to match the purchase to the original ad click, even if cookies are blocked. This allows the brand to see exactly which campaigns are generating revenue and refine their strategy for maximum impact.

Additional Insights

Enhanced Conversions work best when combined with robust first-party data collection and Google’s global site tag implementation. It can be used for web conversions, app conversions, and offline conversion imports. While privacy-compliant, it also provides more comprehensive reporting, helping advertisers optimise bids, audiences, and creatives with confidence. This level of insight is especially valuable in industries where high-value conversions are critical to business growth.

Bottom Line

Enhanced Conversions help connect ad clicks to actual results. By using first-party data to sharpen tracking, businesses get more reliable insights, make better optimisation choices, and run Google Ads campaigns that deliver stronger outcomes.