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Enhanced Conversions for Google Ads
We implement Enhanced Conversions for web and for leads, sending SHA-256 hashed email, phone and address data with your conversions. Suited to advertisers losing attribution to cookie restrictions, Safari and cross-device journeys.
Advertisers with login, checkout or lead forms that capture email or phone numbers
- User-provided data variable in GTM
- SHA-256 hashing and normalization
- Enhanced Conversions for leads
- Diagnostics and match coverage review
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Why Standard Tags Miss Conversions Today
A standard conversion tag depends on the click ID cookie still being available when the conversion happens. That assumption breaks more often than most advertisers realize.
Short Cookie Lifetimes
Browser privacy features can shorten or clear cookies, so the stored click ID is gone before the user converts.
Cross-Device Journeys
A user clicks an ad on mobile and buys on a laptop. Without user-provided data, Google Ads has no way to connect the two.
Poorly Formatted Data
Unnormalized emails, phone numbers without country codes, or fields sent before a form validates lead to weak matching.
What Our Enhanced Conversions Setup Includes
We capture user-provided data at the moment of conversion, normalize it, and pass it to Google Ads in the format Google expects, with consent respected throughout.
User-Provided Data Variable
A GTM variable that reads email, phone, name and address from the dataLayer or form fields.
Normalization and Hashing
Lowercasing, trimming and E.164 phone formatting before SHA-256 hashing, or hashing handled by the Google tag.
Enhanced Conversions for Web
User data attached to purchase and lead conversion tags so Google can match signed-in users.
Enhanced Conversions for Leads
Hashed lead data captured on the form so later offline uploads can match without relying on the GCLID.
Account Level Settings
Enhanced Conversions enabled in Google Ads with the correct method selected and terms accepted.
Consent Aware Delivery
User data sent only when ad_user_data consent is granted under Consent Mode v2.
How Enhanced Conversions Match a User
User-provided data travels with the conversion in hashed form, giving Google Ads a second way to connect the conversion to the original ad interaction.
User enters email and phone number
Values exposed on the conversion event
Formatted and hashed with SHA-256
Hashed data sent with the conversion
Matched to signed-in Google accounts
What's Included in Enhanced Conversions
Clear deliverables, documented and validated before handover.
Data Capture Review
We check where email, phone and address are available on your site and at what point in the flow.
Implementation Method Choice
We choose between GTM, the Google tag and the API based on your stack, data availability and privacy setup.
Consent and Privacy Setup
Consent Mode v2 wiring and a review of what personal data is hashed and sent, and when.
Payload Verification
We inspect outgoing requests to confirm hashed fields are present, formatted correctly and not sent in plain text.
Diagnostics Monitoring
We follow the Enhanced Conversions diagnostics in Google Ads after launch and address any warnings raised.
Technical Handover Notes
Documentation of the data sources, variables and settings so developers know what not to break.
From Audit to Validated Data
How a Enhanced Conversions project runs, step by step.
Audit
Audit forms and checkout for available email, phone and address data
Strategy
Choose GTM, Google tag or API method and plan dataLayer fields
Implementation
Build the user-provided data variable and attach it to conversion tags
Testing
Test hashed payloads in preview mode and network requests
Validation
Review Enhanced Conversions diagnostics in Google Ads after launch
Platforms and Tools We Work With
The tools involved in a typical Enhanced Conversions implementation.
Enhanced Conversions
User-provided data
ad_user_data consent
Email and phone capture
Customer details
Enhanced Conversions FAQ
Straight answers before you book. Still have a question? Talk to us directly.
Is sending hashed customer data to Google Ads allowed?
Enhanced Conversions is a Google feature designed for this purpose and requires you to accept its customer data terms. Data is hashed before it leaves the browser. You should still review it against your privacy policy and consent setup, which we help configure.
What is the difference between Enhanced Conversions for web and for leads?
Enhanced Conversions for web improves matching for conversions that happen on your site, such as purchases. Enhanced Conversions for leads captures hashed data on the form so that when you later upload qualified or closed leads, Google can match them without a GCLID.
Do I need a developer to set this up?
Often not. If email and phone are available on the page or in the dataLayer, GTM can handle it. Sites with complex checkouts or single page forms sometimes need a developer to push the values into the dataLayer, and we write that specification for them.
Can Enhanced Conversions work together with server-side tagging?
Yes. User-provided data can be passed through a server-side GTM container to Google Ads. We make sure it is not sent twice and that the conversion is deduplicated using the transaction ID.
How do we know Enhanced Conversions is working?
Google Ads shows an Enhanced Conversions diagnostics view per conversion action. We check that data is being received and review any warnings about formatting or coverage, then document what we saw.
Services That Work Well Together
Tracking is a system. These services are often delivered alongside this one.
Conversion actions, tags and values set up correctly so Google Ads counts what matters.
Hashed customer data added to Meta events so more conversions match to the people who saw your ads.
Google Ads conversion and remarketing tags run in sGTM, with click IDs stored first-party.
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