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Analytics

What is Enhanced Conversions?

A way of improving conversion matching by sending first-party data such as email and phone number to Google Ads in hashed form.

Detailed definition

Changes since iOS 14.5 and restrictions on third-party cookies leave gaps in conversion measurement in Google Ads. With enhanced conversions, when a form is submitted the user's email and phone number are sent to Google in hashed form, Google matches them against signed-in user data and the conversion is attributed to the ad. The improvement in matching varies by site and audience; user consent and a consent mode set-up are required.

Examples

  • When a form is submitted, the email hash is sent to Google, so even a user who buys over the phone is recorded as a conversion for the ad campaign.

Related terms

Google Ads Google's advertising platform — Search, Display, YouTube, Shopping and PMax campaign types. GA4 (Google Analytics 4) Google's next-generation analytics platform — an event-based data model that replaced GA Universal. CAPI (Conversions API) A way of sending conversion data to Meta from the server; it complements the browser-based Pixel. Conversion Rate The percentage of visitors to your site who complete the desired action (a purchase, a form submission). Attribution Model The model that shares out a sale or conversion across the channels and touchpoints behind it.
Category Analytics

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If you would like to discuss how Enhanced Conversions applies to your business, we can arrange a short initial call. The first 30-minute call is free.

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From the same category

Other terms in the Analytics category

LTV (Lifetime Value) The total revenue a customer generates for the brand over their lifetime. A critical metric in subscription and e-commerce models. GTM (Google Tag Manager) Google's tag management system for adding analytics and advertising tags without touching your site code.
See the full glossary →

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