Enhanced Conversions
A Google Ads feature that improves conversion measurement by sending hashed first-party data, such as email or phone, captured at conversion. Google matches this against signed-in accounts to recover conversions that cookies alone miss, all using irreversible hashing so raw personal data is never shared.
Why It Matters
As third-party cookies fade, Enhanced Conversions recovers attribution that would otherwise vanish, feeding smart bidding more complete signals. Advertisers typically see more conversions credited without changing spend, which sharpens optimization and reporting accuracy.
Common Mistake
Passing unhashed or poorly formatted fields, or capturing the email after the conversion page loads. Match rates collapse when data is missing on the confirmation event or field formatting is inconsistent.