Enhanced Conversions

Enhanced conversions can help Google Ads measure conversions by supplementing existing signals with eligible first-party information, such as an email address or phone number provided by a customer. The data is normalized and hashed before matching within Google's systems according to supported implementations and policies; hashing is not an exemption from privacy, consent or data-governance obligations.

There are website-conversion and lead-conversion use cases. For website conversions, information can be supplied when a customer completes an online action; for leads, supported workflows can connect later offline outcomes. Google combined the enhanced-conversions configuration into a unified setting starting in April 2026, so older tutorials that describe two entirely separate switches may be outdated.

Enhanced conversions should be evaluated against actual consent and measurement architecture. Test event matching and diagnostics, and never claim that missing conversions are guaranteed to be recovered. This general entry is distinct from the narrower implementation guide for Enhanced Conversions for Leads.