Enhanced Conversions Explained
A privacy-safe way to send Google more accurate conversion data using securely hashed customer details.
What it means
Enhanced conversions supplement your existing conversion tracking by securely sending hashed first-party data — like a customer's email address — so Google can match a conversion back to the right ad interaction more reliably. The data is hashed (turned into a scrambled, one-way code) before it's ever sent, rather than sent as plain text. It covers both on-site actions (enhanced conversions for web) and imported offline outcomes tied to a lead, like a signup that later becomes a sale (enhanced conversions for leads) — Google has been moving toward combining these into one setting.
Why it matters
Browser privacy changes have made older tracking methods less reliable over time, so enhanced conversions are increasingly the difference between accurate conversion counts and undercounted ones. It's especially worth having enabled if your conversions have been trending down without an obvious cause.
ask datanephew
My conversion numbers have been quietly declining — could tracking be the cause?
Ask datanephew whether enhanced conversions are turned on for your account. If they're not, some real conversions are likely going uncounted rather than actually disappearing.