Enhanced conversions

Enhanced conversions is a Google Ads feature that upgrades conversion matching with hashed first-party data. Your tag captures an email, name, or phone number at conversion, hashes it with SHA-256, and sends it alongside the conversion; Google matches the hash against signed-in accounts to recover conversions that shortened cookie lifetimes and cross-device journeys would otherwise lose.

#Two variants, one trade

There are two features under one 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, serving lead-gen funnels where the conversion closes days or weeks after the visit. Both consume the same input: first-party PII, hashed, flowing to Google. That's the honest trade: recovered attribution and better Smart Bidding inputs, in exchange for routing hashed customer identifiers to an ad platform. It's a trade worth making deliberately rather than as a checkbox.

Buron's health checks watch whether the recovered-match uplift is actually arriving, so "we turned it on" and "it's working" stay two different, verified statements.

What enhanced conversions fix, what they leak, and how to turn them on properly is the full page: Enhanced conversions: what they fix, what they leak, how to turn them on. The lead-gen variant has its own setup guide at Enhanced conversions for leads: CRM matching for B2B, the CRM import path it complements is Offline conversion tracking: send CRM deals back to Google Ads, and Conversion tracking & signal quality maps the wider territory.