Tracking

Enhanced Conversions

Matching Google Ads conversions with hashed customer data

In short

Enhanced conversions add hashed customer data such as email or phone number to Google Ads conversions, so Google can attribute them to an ad even without a cookie or gclid.

Also known as: enhanced conversion

Enhanced conversions are a Google Ads feature that adds hashed customer data, such as email address, phone number or name, to conversions. Google matches this data with signed-in Google accounts that saw or clicked an ad. That way, conversions get attributed that would otherwise be lost without a cookie or gclid.

Two variants

  • For web: The Google tag sends the hashed data directly with the conversion on the website, for example after a purchase.
  • For leads: The Google tag captures the data when a form is submitted. When the lead later becomes a customer in the CRM, that deal is uploaded as an offline conversion with the same hashed data. Google connects the two and attributes the deal to the original ad.

Since June 2026, you turn on both variants with one shared setting in Google Ads. Since June 15, 2026, new integrations upload lead conversions via the Data Manager API.

Requirements

  • The setting is turned on in Google Ads and the customer data terms are accepted.
  • Data is normalized before hashing: email lowercase without spaces, phone number in E.164 format with "+".
  • Hashing with SHA-256.
  • For users in the EEA, the consent signals ad_user_data and ad_personalization, set on the website via Consent Mode.
  • Lead uploads within 63 days.

Example

An insurance broker collects inquiries for disability insurance via Google Ads. A prospect clicks on their phone but fills out the form later on their laptop. The gclid is missing. Thanks to the hashed email address, Google can still attribute the signed contract three weeks later to the ad.

Learn more

What changed at Google in 2026 and how to set up enhanced conversions for leads is covered in our article on the Google Data Manager API.

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Frequently asked questions

With enhanced conversions for web, the Google tag sends hashed customer data directly with the conversion on the website. With enhanced conversions for leads, the tag captures the data at the form, and the later deal from the CRM is uploaded with the same hashed data. Since June 2026, both share one setting.

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Related terms

All terms

gclid · Google Click Identifier

The gclid (Google Click Identifier) is a unique ID that Google Ads appends to the landing page URL on every ad click so conversions can be tied to that click.

Offline Conversions · Reporting deals that happen off your website back to ad platforms

Offline conversions are conversions that don’t happen on your website – like a closed deal in your CRM – and are sent back to ad platforms like Meta.

Hashing

Hashing turns data like email addresses into a fixed string using a one-way function (e.g. SHA-256), so the original can't be calculated back from it.

Data Manager API · Google's interface for conversions and audiences

The Data Manager API is Google's interface that businesses and tools use to send their own data, such as offline conversions and Customer Match lists, to Google Ads and other Google products.

Consent Mode · Consent signals for Google tags

Google Consent Mode passes the consent from your cookie banner to Google tags and Google Ads, so they know which data they may use for measurement and advertising.

Client-Side Tracking

Client-side tracking captures user actions with JavaScript directly in the browser and sends them from there to analytics and ad platforms.