Detailed definition
Conversion losses in Google Ads grew with iOS 14.5+ and the death of third-party cookies. Enhanced Conversions: when a form is submitted, the user's email and phone number are sent to Google in hashed form, Google matches them within its own user graph and the conversion is written back. The match rate rises by 30-50%.
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.