Enhanced conversions: what they do and when to switch them on

Your conversion tag records a sale when it can tie it to an ad click. Blocked cookies and changes of device break that link, and the sale goes unrecorded.

With enhanced conversions, the tag also sends customer data from the conversion page: an email address, a phone number, a name and address. The data is hashed with SHA-256 before it is sent. Google matches it with signed-in Google accounts to find the click.

Smart Bidding learns from the conversions it sees. A conversion it never sees tells it the click behind it did not work. Recovering those conversions gives the bidding a truer picture of what pays.

• The customer data terms, accepted once in the account's conversion settings.
• The data on the conversion page, such as the email on the order confirmation or in the lead form.
• Consent where the law asks for it. In the EEA, the UK and Switzerland, send user data only when the person agreed. Consent mode's ad_user_data signal carries that choice.
• A line in your privacy policy saying you share this data with Google to measure your ads.

1. 1

   Automatic, with the Google tag

   The tag finds the customer fields on your conversion page by itself. The fastest way, and enough for many sites.

2. 2

   Manual, with the Google tag or Tag Manager

   You point the tag at the exact fields or variables. More reliable when the page is unusual.

3. 3

   From a server, through Data Manager

   For sales recorded on a server, send the hashed data with the conversion you upload. Since 15 June 2026 Google takes new integrations through its Data Manager, not the Google Ads API.

Lead businesses have a second version. The form's email or phone number is hashed and sent when the lead arrives. When the lead becomes a sale, you upload the sale with the same data, through Data Manager in Google Ads or its API, and Google matches the two. Since June 2026 one setting switches on enhanced conversions for the web and for leads together.

It means you no longer depend on keeping the click ID for every lead. See offline conversion imports for the rest of that setup.

Where Oppy reads

Google AdsCampaigns, keywords, search terms, change historyBuilt in

Keyword PlannerSearch volumes, seasons and bid rangesBuilt in

Google Analytics 4Key events, landing pages, the searches whose visitors stayedConnected

Merchant CenterProduct details, price comparison, promotionsOpening soon

Search ConsoleThe searches that bring the site its visitorsConnected

Sales importOffline sales, sent back to Google AdsConnected

The audit flags enhanced conversions switched off while the customer data terms are already accepted. The slow legal step is done, and switching on takes minutes. Like every tracking change, it waits for a person, because it touches your tags and your consent.