What are enhanced conversions?
They supplement your existing conversion tracking by sending SHA-256 hashed first-party data, such as email, phone and name, which Google matches to signed-in accounts. Working conversion tags must already be in place.
Why it matters in 2026
Cookie restrictions from ITP, Firefox ETP and ad blockers keep eroding cookie-based tracking. In the EU, where consent rates are around 60 to 70%, enhanced conversions help Google model conversions from people who did not consent. The gain is in previously invisible conversions, not new ones.
April 2026: one unified setting
Web and lead enhanced conversions were merged into a single on and off setting that accepts data from web tags, Data Manager and APIs. Existing users were migrated automatically.
Implementation through GTM
- Enable the feature in Google Ads, with GTM as the method.
- Configure the Google Ads conversion tag to collect customer data, using CSS selectors, a dataLayer variable or custom code.
- Verify in GTM Preview.
Enhancement rate and targets
The enhancement rate is the share of conversions that carry enhanced data. Below 30% usually means broken collection or wrong hashing. Google requires SHA-256, not MD5 or bcrypt. Aim for above 50%.
Frequently asked questions
Can I use it with server-side GTM?
Yes, and it is the most accurate option. Hashed data is sent from the server to the Google Ads API, and duplicate conversions are deduplicated automatically.
Which customer data is required?
Email is mandatory. Phone, names and address fields are optional but raise the match rate.
Is it GDPR-compliant?
You must accept Google's Customer Data Terms, data is hashed before sending, and collection has to fall within your consent setup.
Does it work with Consent Mode v2?
Yes. They are complementary: Consent Mode v2 governs tag behavior based on consent, and enhanced conversions strengthen data for consenting users. Use both.