Enhanced Conversions is a Google Ads feature in which your Google tag sends hashed customer data, such as an email address or phone number, along with a conversion. This lets Google attribute more conversions to a user and measure results more accurately.
How do Enhanced Conversions work?
When a visitor submits a form or completes a purchase, the Google tag (gtag) reads the entered details, normalizes them and hashes them with SHA-256. The hash travels with the conversion event to Google, which compares it against the hashed data of signed-in Google accounts. On a match, the conversion can be tied to an ad click even if the gclid or cookies are missing.
Enhanced Conversions for web run through the browser tag. They extend classic conversion tracking rather than replace it.
Why do Enhanced Conversions matter?
Browser restrictions such as Intelligent Tracking Prevention, short cookie lifetimes and switching devices all cause signal loss. Enhanced Conversions close part of that gap using first-party data you already collect. Google says this can increase the number of measured conversions, though the effect varies a lot by setup and audience.
In the EU, Google Consent Mode v2 matters too: user data may only be sent for advertising when consent is granted (ad_user_data).
Example
Someone taps your Google ad on their phone but buys later on a laptop. There is no gclid on the laptop. If they enter their email at checkout, Google can still use the hash to recognize that they clicked the ad earlier.
Enhanced Conversions with LeadSignal
LeadSignal sends Google Ads conversions through the Google tag in the browser, with Google Consent Mode v2 and Enhanced Conversions built in. It detects email, phone, first name and last name fields automatically and hashes them with SHA-256. LeadSignal does not currently offer server-side forwarding to Google. Learn more on the Google Ads integration page.