Digital Lexicon Hub

A Google Ads measurement feature that uses consented, hashed first-party conversion data to improve conversion matching.

Enhanced conversions recover conversions that cookies and cross-device journeys miss, which gives Smart Bidding better data and makes reported Google Ads performance closer to actual results.

A lead generation site enables enhanced conversions through the Google tag, sending the hashed email entered on its form with each conversion, and later uses enhanced conversions for leads to import qualified leads from its CRM.

It only works with consented data and when users are signed in to Google accounts that match. Implementation errors such as unhashed or badly formatted emails reduce match rates, and it does not measure conversions that never happened online or in the CRM.

When a conversion occurs, the Google tag or API collects first-party data such as email, phone or address, normalizes it and hashes it with SHA-256 before sending. Google matches the hashed values to signed-in Google accounts that interacted with ads, then attributes conversions that would otherwise go unmeasured. It covers web conversions and leads imported from a CRM, which Google Ads has managed with a single enhanced conversions setting since June 2026.