Enhanced Conversions
Google's privacy-safe conversion measurement that uses hashed first-party data to improve conversion tracking accuracy.
What Enhanced Conversions means
Enhanced Conversions is Google's solution for improving conversion measurement accuracy in a privacy-focused landscape. It works by sending hashed first-party customer data (email addresses, phone numbers, names, addresses) alongside conversion events to match conversions with ad interactions. This supplements traditional cookie-based tracking, which has become less reliable due to browser restrictions and privacy regulations. Enhanced Conversions for web tracks website conversions, while Enhanced Conversions for leads tracks offline conversions. The data is hashed (SHA-256) before being sent to Google, providing a layer of privacy protection. However, advertisers must still obtain proper consent for data collection and processing, comply with GDPR/CCPA, and implement appropriate privacy disclosures.
Related terms
CAPI
Conversions API — a server-side tracking method that sends conversion data directly from the advertiser's server to the ad platform.
Conversion
A desired action completed by a user after interacting with an ad, such as a purchase, sign-up, or download.
First-Party Data
Data collected directly by an organization from its own customers and users through direct interactions.
Pixel
A piece of code installed on a website that tracks user actions and sends data back to an ad platform for measurement and optimization.