Enhanced Conversions Checker

What Are Enhanced Conversions in Google Ads?

Enhanced Conversions is Google's privacy-preserving solution for improving conversion measurement accuracy in a world where browser cookies are increasingly restricted. When a customer completes a purchase or fills out a form on your website, they typically provide personal information — an email address, phone number, or shipping address. Enhanced Conversions securely hashes this first-party data using SHA-256 (a one-way cryptographic hash) and sends it alongside your standard conversion tag. Google then matches this hashed data to signed-in Google accounts to attribute the conversion, even when the original ad click cookie is no longer present.

This Enhanced Conversions checker validates your user_data object to ensure all fields are correctly formatted, the right fields are present for maximum match quality, and the implementation meets Google's data requirements before you go live.

What Data Can You Send With Enhanced Conversions?

Google accepts the following user data fields for Enhanced Conversions. The more fields you include, the higher your match quality score and conversion recovery rate:

• Email address — The single most impactful field. A Google account email provides near-perfect attribution matching. Even hashed, email provides 60–80% of the available match quality improvement.
• Phone number — Should be in E.164 format (+12025551234). Adds incremental matching for users whose email has changed or who use a different email for their Google account.
• First name and last name — Combined with address data, helps match users who don't have a matching Google account email but do have consistent name and address data across Google services.
• Street address, city, region, postal code, country — Address-level data provides the strongest non-email matching signal, particularly for users in countries with high Google Maps and Google Shopping usage.

Enhanced Conversions vs. Customer Match: Key Differences

Enhanced Conversions and Customer Match are both first-party data features in Google Ads, but they serve different purposes. Enhanced Conversions focuses on improving conversion attribution — recovering credit for ad clicks that led to conversions but can't be tracked via cookies. Customer Match focuses on audience targeting — reaching existing customers or lookalike audiences with your ads. Enhanced Conversions operates at conversion event time (when a purchase happens). Customer Match operates at campaign setup time (when you upload a customer list). Both should be part of a complete first-party data strategy in 2025.

Privacy, Hashing, and GDPR Compliance

Enhanced Conversions uses SHA-256 hashing before any data leaves your website. This means Google never receives raw personal data — only an irreversible hash that cannot be reverse-engineered into the original value. However, you must still have user consent to process and share their data for advertising purposes under GDPR and similar regulations. Ensure your privacy policy covers conversion measurement data sharing, and only send Enhanced Conversions data for users who have consented to marketing cookies or personalised advertising under your Consent Mode v2 implementation. Sending Enhanced Conversions data for users who denied ad personalisation consent violates both Google's policies and EU privacy law.