What are enhanced conversions?

A customer buys. Your site already holds their email address. With enhanced conversions, that detail is hashed before it leaves your site. Hashing turns it into a fixed string of characters. Google's documentation says the hashed data is compared with hashed data of signed-in Google accounts and attributed to ad events such as clicks and video views¹.

"First-party data" means data you collect yourself, from orders, accounts and sign-ups. See first-party data.

The point is better matching, not more sales. It changes how many conversions Google can credit, not how many orders you took. Check that your shop totals still add up.

Google's documentation says enhanced conversions for web and for leads are now combined into a single on/off setting. It adds that from April 2026 Google Ads accepts customer data from website tags, Data Manager and API connections, without choosing one method¹. Older guides still describe separate setups. If a setup was done earlier, check which settings it actually uses.

Three things come up often.

• Consent. The data is customer data. How it may be used depends on what the customer agreed to and on your Consent Mode setup. Google also requires you to accept its customer data policies and data processing terms before switching the feature on¹. Your lawyer decides what is allowed.
• Duplicates. For setups that send data through the API, Google's documentation asks for a transaction ID in the site tag, so tag and API conversions can be matched and not counted twice¹. Ask whether your setup sends one. Meta has a similar mechanism, event deduplication, for the Pixel and the Conversions API.
• Quiet breakage. A form change can stop the data from being sent. Nobody notices until the numbers drift.

For ZFD: This is one of the checks in an ecommerce tracking audit.