On this page
Why it matters
Browsers and consent choices hide some conversions from Google Ads. Enhanced conversions recover part of them by matching a hashed email or phone number with signed-in Google users.
The conversions recovered are real business the account already won and could not see, so bidding gets a truer picture.
Where to find it in Google Ads
- Open Goals, then Conversions, then Settings, and switch on enhanced conversions. Since June 2026 the one setting covers web conversions and leads.
- Accept the customer data terms if asked.
- Choose how data is sent: Google tag, Google Tag Manager, or Data Manager for data that comes from a server.
- Check each conversion action's diagnostics after a few days.
An example
A shop turns on enhanced conversions for its purchases, sending the hashed email typed at checkout. Reported purchases rise by a few percent, closer to the shop's own order count.
Common mistakes
- Accepting the terms and never turning the feature on.
- Sending unhashed data or the wrong field.
- Not updating the privacy notice to mention it.
Checks that look at it
The audit checks Oppy runs on this, each with its own page.
Related terms
- Google tag: The piece of code on your website that sends conversions and site data to Google Ads and Google Analytics.
- Offline conversion import: Sending conversions that happen outside the website, such as a sale closed by phone, back to Google Ads.
- Conversion: An action you count as a result of an ad: a purchase, a lead form, a call, a sign-up or a store visit.