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About enhanced conversions

September 2025 Article

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Enhanced conversions is a feature that can improve the accuracy of your conversion measurement and unlock more powerful bidding. It supplements your existing conversion by sending hashed first party conversion data {from your website tags or your imported offline events) to Google in a privacy safe way. The feature uses a secure one-way hashing algorithm Hashed data maps the original string of characters to data of a fixed length. Read more called SHA256 SHA-256 stands for Secure Hash Algorithm 256-bit and it’s used for cryptographic security. Read more on your first party customer data, such as email addresses, before sending to Google. You can learn more about Google’s conversion modeling solutions.

Note

Google is committed to protecting the confidentiality and security of your data. We’ll keep your data confidential and secure using the same industry-leading standards we use to protect our own users’ data. We only report privacy-safe conversions. You can read more about enhanced conversions customer data policies and how we use your data.

How it works

When a customer converts on your website, you may receive first-party customer data such as an email address, name, home address, and/or phone number. This data can be captured in your conversion tracking tags, hashed, sent to Google in its hashed form, and then used to enhance your conversion measurement.

Depending on which type of enhanced conversions you use, the hashed data will be used in different ways to improve your measurement:

Enhanced conversions for web Enhanced conversions for leads
Relevant for advertisers who want to track sales and events that happen on a website. Relevant for advertisers who want to track sales that happen off a website (for example an online inquiry for an apartment) from website leads.
Improves measurement of online conversions. Improves measurement of offline transactions that came from a website lead or visitor.
Allows you to send hashed first-party, user-provided data from your website when a user converts. The data is then used to match your customers to Google accounts, which were signed-in to when they engaged with one of your ads. Allows you to use hashed, first-party user-provided data from your website (e.g., lead forms) together with imported offline lead conversions. When you import your leads, the provided hashed information is used to attribute back to the Google Ad campaign by matching to the data collected on your website and to signed-in Google accounts that engaged with your ads.
Configure enhanced conversions for web
Configure enhanced conversions for leads

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