What Are Enhanced Conversions?

Enhanced Conversions is Google Ads' equivalent of Advanced Matching: a feature that hashes and sends customer data, like email or phone number, collected on a website to improve conversion measurement and ad targeting accuracy, particularly as third-party cookie tracking declines.

Enhanced Conversions solves the same underlying problem as Conversion Modeling (declining measurability as cookies get restricted) through direct, hashed data matching rather than statistical estimation. The same privacy nuance that applies to the Meta Pixel applies here: Hashing obscures a value but doesn’t change its legal status, so hashed customer data sent through Enhanced Conversions is still PII under GDPR and CCPA, and still requires consent before it’s transmitted.