Enhanced conversions
Enhanced conversions sends hashed first-party data (email, phone, or name plus home address) with your Google Ads conversion tags, recovering matches cookies lose.
Your tag captures an email address or phone number at conversion (for web, a name plus home address also qualifies; a name alone never does), hashes it with SHA-256, and sends it alongside the conversion. Google matches the hash against signed-in accounts, recovering conversions that shortened cookie lifetimes and cross-device journeys would otherwise lose.
#For web vs for leads
Two features share the name. Enhanced conversions for web strengthens the match on conversions that happen on your site. Enhanced conversions for leads works later: it matches CRM outcomes back to the original ad click by hashed email or phone number, serving funnels that close days or weeks after the visit. Both route hashed customer identifiers to Google in exchange for recovered attribution and better Smart Bidding inputs: a trade worth making deliberately, not as a checkbox.
Setup, what they fix, and what they leak: Enhanced conversions: what they fix, what they leak, how to turn them on. The lead-gen variant has its own guide: Enhanced conversions for leads: CRM matching for B2B.
Related terms
Cookie lifetime / ITP
Cookie lifetime is how long a cookie actually survives in the browser: Safari's ITP caps script-set cookies at 7 days, sometimes 24 hours, whatever expiry you set.
First-party data
First-party data is data you collect from your own audience on your own surfaces (site events, CRM records, order history) under your direct consent.
Offline conversions
Offline conversions complete away from your website and are imported back into the ad platform afterward, joined to the original ad click by click ID or hashed email.