Data
Enhanced Conversions
Google's privacy-safe tracking solution that supplements existing conversion tags by sending hashed first-party customer data (email, phone, address) from your website to Google. Improves conversion measurement accuracy by matching conversions that would otherwise be lost due to cookie restrictions. Available for both Google Ads and GA4. Implementation requires passing hashed customer data at the point of conversion, either through gtag.js, Google Tag Manager, or the Google Ads API.
Why it matters
It is Google's equivalent, recovering conversions that would otherwise go unattributed by matching hashed first-party data to signed-in users.
In practice
It only works where you actually capture the identifier. A checkout that takes no email has nothing to enhance with.
Related terms