Google Ads Enhanced Conversions Setup

Google Ads Enhanced Conversions improves conversion measurement accuracy by supplementing your standard Google tag data with hashed first-party customer data — email addresses, phone numbers, and names submitted by users during conversion actions. When a user completes a purchase or submits a lead form on your website, Enhanced Conversions captures their contact details, hashes them locally using SHA-256, and sends the hash to Google Ads alongside the standard conversion event. Google uses this hash to match the conversion against its logged-in user graph, recovering attribution for conversions that would otherwise be unattributed because the user cleared cookies, used a different device, or has tracking prevention enabled. In heavily restricted environments — particularly those with high iOS Safari traffic — Enhanced Conversions typically recovers 15–30% of unattributed conversions.

Our Enhanced Conversions setup service configures both Enhanced Conversions for Web (for on-site conversion actions like purchases and lead form submissions) and Enhanced Conversions for Leads (which enables offline conversion import from CRM systems). For web conversions, we use GTM to read the email and phone fields from your confirmation page form data or data layer, hash them correctly using the SHA-256 algorithm within the tag, and pass them alongside the standard Google Ads conversion tag. We verify the setup produces correct hashes by comparing GTM output against expected SHA-256 values and confirming Google Ads reports the Enhanced Conversions diagnostic as active. For Lead conversions, we configure the customer.email and customer.phone variables and advise on the offline conversion import process to close the loop between ad-driven leads and CRM-confirmed conversions.