The Complete Guide to Enhanced Conversions in Google Ads (2025 Edition)

Enhancing your conversions means giving Google Ads more first-party data (like email addresses, phone numbers) in a privacy-safe, hashed form so it can attribute conversions more accurately. This is especially important in a world where cookies are dying and cross-device journeys are common.

If you set it up correctly, you’ll likely see better conversion measurement, more effective automated bidding, and smarter budget allocation. But it's not automatic and does require some setup, and (sorry to break it to you), sometimes development help.

In this guide we’ll cover what enhanced conversions are, why they matter, how to use them (step-by-step), when you can’t (or it’s harder) to use them, pain-points and troubleshooting, and data-privacy/consent considerations.

Let’s dive in.

1. What are Enhanced Conversions?

1.1 The basics

In Google Ads (and associated tagging/analytics), you have conversion tracking: for example, someone clicks your ad, lands on your website, does something you care about (buy, sign up, fill form), and you record that as a “conversion”. But standard conversion tracking has gaps, like cross-device usage, browser restrictions, and missing identifiers.

Enhanced conversions fill these gaps.

Here’s how Google defines it:

“Enhanced conversions is a feature that can improve the accuracy of your conversion measurement and unlock more powerful bidding. It supplements your existing conversion tags by sending hashed first-party conversion data (from your website tags or your imported offline events) to Google in a privacy-safe way.”

1.2 How it works (simplified)

1. A user clicks your ad and later converts on your website (purchase, form submission, etc.).
2. On your site you capture first-party customer data at conversion-time: e.g., email address, phone number, maybe address.
3. That data is hashed (one-way encryption, commonly SHA-256) so that it cannot be reversed to the original personal data.
4. The hashed data is sent to Google, which matches it with signed-in Google accounts (consented) or known identifiers behind the scenes. That match allows Google to attribute that conversion to the ad click (even if browser cookies failed, cross-device, etc.).
5. As a result, you get a more complete view of conversions driven by your advertising, meaning better data for reporting and bidding.

1.3 Two main flavours

Google splits enhanced conversions into (at least) two types:

• Enhanced Conversions for Web: For conversions happening directly on the website (e-commerce checkout, form submits, etc.).
• Enhanced Conversions for Leads: For leads generated online (e.g., form submit) that later convert offline or in CRM. You upload the lead-data back to Google to match.

2. Why Enhanced Conversions Matter (and Why Now)

2.1 Loss of cookie/identifier reliability

Browser changes, user privacy settings, multiple devices and sessions mean clicks may not be properly attributed to conversions unless you capture stronger identifiers. Enhanced conversions help fill that gap.

2.2 Better measurement → better bidding

Automated bidding strategies (target CPA, target ROAS) rely on accurate conversion data. If conversions are under-counted, bidding suffers. With enhanced conversions giving a more accurate conversion count, Google’s algorithms have better input.

2.3 More complete user journey

They help trace user interactions across devices or channels (e.g., clicked ad on mobile, converted on desktop) because Google can match user identifiers behind the scenes.

2.4 Future-proofing

As third-party cookies become less available, relying on first-party data (which you collect) becomes more important. Enhanced conversions provide a first-party data path.

2.5 Faster visibility of hidden conversions

You might be losing conversions that you never attributed. Enhanced conversions can recover some of these hidden conversions, giving you improved reporting and insight.

3. How to Set Up and Use Enhanced Conversions Step-by-Step.

Here’s a simple workflow. Later, we’ll talk through the options and when you’ll need dev help.

3.1 Prerequisites checklist

Before you start, ensure you have:

• Access to your Google Ads account and permission to edit conversion actions.
• Existing conversion tracking tag(s) installed (or you’re ready to install).
• A clear conversion event: the trigger (e.g., “Thank you” page, form submit event).
• A method to capture first-party customer identifiers at conversion time (email address, phone number, etc.).
• Reviewed Google’s Customer data policies for enhanced conversions. You must comply.
• A tagging method you’re comfortable with (Google tag, Google Tag Manager, API).

3.2 Turn on enhanced conversions in Google Ads

1. In Google Ads, go to Tools & Settings → Conversions.
2. Select your conversion action, or create a new one (choose “Website” or “Import” depending).
3. Expand the “Enhanced conversions” section and check Turn on enhanced conversions.
4. Agree to the customer data terms. This is required.

3.3 Choose and implement your data-capture method

Google gives you multiple ways to implement the tagging / data capture for enhanced conversions (especially “for web”).

Options include:

• Automatic detection: The tag automatically detects user-provided data fields on your conversion page (e.g., email field, phone) and sends hashed data. (Least dev work)
• Specify CSS selectors/JavaScript variables: You manually identify which page elements contain email/phone so the tag can pick them up. (Moderate work)
• Code snippet method: You manually add code to your site that sends hashed customer data when conversion happens. (Highest dev work but most control)

Choose the method depending on your site setup, available dev resource and/or comfort level.

3.4 Implementation for sites/forms

Here are typical scenarios and how you set things up:

• E-commerce site (purchase event): On the order confirmation page, capture the purchaser’s email or phone number (if you collect it) and send it via enhanced conversions for web.
• Lead-form submission (online enquiry): On the thank-you page after form submission, capture the email/phone and send via enhanced conversions for web.
• Offline lead converted to sale (CRM flow): Use enhanced conversions for leads: capture the lead’s first-party data (email etc.) and later upload to Google Ads to tie to the original ad-click.

3.5 Testing & verification

• After you implement, monitor the Enhanced Conversions Diagnostics Report in Google Ads (for web version) to see if data is being processed.
• Monitor any “Needs attention” warnings. These often indicate that the tag is not collecting data, mis-configured or selector errors.
• Over 30 days you should begin to see impact results in your conversion action table.

3.6 Integration with Google Analytics (if applicable)

If you also use Google Analytics 4 (GA4), you can set up enhanced conversions there too. (Important if using GA4 events imported into Google Ads).

Key points:

• Conversions measured by importing GA goals aren’t supported for web enhanced conversions, meaning if you take a GA goal and import it into Google Ads you cannot apply enhanced conversions to that imported conversion.
• If you use both GA4 and Google Ads conversion tracking, make sure you don’t double-count the same conversion by setting one as primary.

3.7 Optimising & using the data

Once enhanced conversions are running:

• Use the improved data to feed your automated bidding (target CPA/ROAS) more accurately.
• Review which campaigns/keywords are truly driving conversions (since you may discover more conversions than before).
• Adjust budgets, bidding strategies, and audience targeting based on the richer data.

4. When You Can’t Use It. Or When It’s More Challenging

4.1 Situations where it’s harder or not possible

• If you don’t collect any first-party identifiers (email, phone) at conversion, then enhanced conversions cannot work (because there's nothing to hash/send).
• If your conversion events are only imported from GA goals (for web type), as noted above, web enhanced conversions don’t support those.
• If you cannot modify your website or tag (no access / lack of dev support), it may be difficult to implement the capturing of identifiers or hashing.
• If you operate in a jurisdiction where you cannot obtain consent for capturing identifier data, then you may run into compliance issues (see next section).
• If the user journey is entirely offline and you have no way to tie results back to the ad click, or you don’t capture the needed data for offline upload.

4.2 Forms and tracking types that complicate it

• Multi-step forms where identifiers are collected at one step but the confirmation occurs later or on a different domain. Ensuring the tag captures the identifier when conversion happens is key.
• Single-page applications where the “page view” doesn’t reload for conversion, here you’ll need to trigger via event rather than relying on URL change.
• Iframe forms or 3rd-party form providers (where you have less control over how/when identifiers are captured or passed to your tag).
• If identifiers are collected in one environment (e.g., offline CRM) and the conversion event happens much later with no link to the ad click.

4.3 Do you need developer help?

Yes, often you will. Here’s when:

• If your website needs modification to capture identifiers (email/phone) in a way your tag can pick up or you need to send hashed data manually.
• If you are using a 3rd-party form and need to connect it with your Google Tag or pass data layer variables.
• If you need to implement via server-side tagging or API (which is more technical).
• If you want to debug complex behaviours (e.g., cross-domain forms, multi-step flows).

If your site is simple (you have a “thank you” page with email address visible/collectable) and you have access to Google Tag Manager, you might be able to set this up with minimal dev help. But realistically, expect at least some technical support for a reliable setup.

5. Pain Points & Common Issues (And How to Solve Them)

Here are the real-world headaches marketers face with enhanced conversions and how you can navigate them.

Problem: “Enhanced conversions enabled” but no (or very few) enhanced conversions recorded

Why it happens: Tag isn’t detecting identifiers, or CSS-selectors wrong, or data layer not implemented

Solution: Use Google’s diagnostics report. Check that the correct fields (email/phone) are being captured. If using automatic mode, make sure the identifiers are present in code. If manual, check selectors.

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Problem: Form data captured but not being hashed correctly or not sent

Why it happens: Code snippet was mis-implemented or hashing algorithm wrong

Solution: Review code snippet instructions (Google’s help). Ensure hashing is done before sending the data.

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Problem: Double-counting conversions (when using GA4 + Google Ads)

Why it happens: Two systems tracking same conversion, one imported, one separate

Solution: Ensure you only mark one conversion action as your primary one. Follow GA4 + Google Ads guidance.

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Problem: Difficulty attributing conversions across devices

Why it happens: User clicked on mobile ad, converted on desktop, cookie missing

Solution: Enhanced conversions helps, but ensure you have identifier capture and the click-ID mapping to capture cross-device journey.

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Problem: Privacy/consent constraints in your region

Why it happens: You captured identifiers without proper consent, or data policy breaches
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Solution: See data-privacy section below. You must comply with policies. If you can’t collect identifiers legally, you may not be able to implement fully.
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Problem: Setup complexity / fear of messing up tracking

Why it happens: Because tag modifications, developer involvement often required
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Solution: Consider staging rollout, test thoroughly, monitor diagnostics, and maybe engage a specialist or agency if you’re unsure.

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6. Data-Privacy, Consent & Policy Considerations

6.1 Google’s policy and how your data is handled

Google’s Ads Policy page on “How Google uses enhanced conversion data” states:

The data you upload will be used to match your customers to Google accounts and report the online conversions driven by Google ad interactions. We’ll keep your data confidential and secure using the same industry-leading standards we use to protect our own users’ data.

Also:

When a customer converts on your website, your conversion-tracking tags may automatically detect user-provided data. … The data can be used to provide measurement for all Google media (Search, Video, Display) and platforms (Ads, Analytics).

Important parts:

• Data is hashed (SHA256) prior to upload.
• Google only uses the data for the advertiser’s services; they do not share your data with other advertisers.
• You must accept Google’s Customer Data Terms when enabling enhanced conversions.

6.2 Consent and legal compliance

Because you’re capturing customer identifiers (email, phone etc.), you must ensure you have legal grounds (consent or legitimate interest, depending on jurisdiction) to collect and send this data hashed to Google.

If you operate in the UK/EU: GDPR applies. Among other requirements: you must inform users in your privacy policy, allow opt-outs, ensure data retention policies etc.

You must also ensure you are transparent about using identifiers and sending hashed data to Google.

6.3 Best practices for privacy-safe implementation

• Only collect the identifiers you actually need for matching (e.g., email, phone). Don’t over-collect personal data.
• Hash the data on your side (or via Google’s tag) before sending.
• Respect user consent: if a user declines cookies or tracking, ensure you don’t send identifiers. (Many users implement Google’s Consent Mode alongside this)
• Ensure your privacy policy and cookie policy reflect that you may send hashed identifiers to Google Ads for enhanced conversion tracking.
• Monitor data retention: only retain identifiers as long as needed and securely delete when no longer needed.
• Ensure your website and data handling are secure (SSL, protected database, limited access).

6.4 Situations where you should not implement

If you cannot legally obtain consent or you cannot ensure the identifiers are collected in a privacy-compliant way, you may choose not to implement enhanced conversions or implement only as far as you can (e.g., rely on standard conversion tracking only).

7. Recap: What to Do, What to Avoid

✅ What to do

• Audit your conversion-tracking setup: know which conversions (purchase, sign-up, form submit) you track.
• Confirm you can collect first-party identifiers at conversion time (email/phone) and that you’re legally allowed to do so.
• In Google Ads: enable enhanced conversions for the relevant conversion actions.
• Choose your implementation method (automatic, CSS/JS selectors, manual snippet) and implement via your tag or Tag Manager.
• Test the implementation, monitor diagnostics, and validate that enhanced conversions are being captured.
• Use the richer conversion data to optimise your campaigns (bidding, targeting, budget).
• Document the process and ensure your privacy/cookie policy is updated accordingly.

❌ What to avoid

• Don’t assume enabling the toggle in Google Ads is all that’s needed, you may still need to implement tagging/data capture.
• Don’t send raw personal identifiers without hashing (Google requires hashing).
• Don’t neglect user consent or fail to update your privacy/cookie notice.
• Don’t forget integration issues (e.g., when using GA4 imports, don’t assume enhanced conversions apply automatically).
• Don’t roll this out without testing; you might accidentally misattribute conversions or create duplicate counting.

8. Frequently Asked Questions (FAQ)

Q: If I turn on enhanced conversions, will it start collecting data immediately?

A: Not quite. After implementation, you may need to wait ~30 days to see full impact results in the conversion action table. Also you need to ensure the tag is firing and identifiers are being captured. Source: Google Help

Q: Do I always need a developer for this?

A: In many cases yes, especially if you need to modify your website or pass identifiers via data layer. If your setup is very simple (thank you page, email already captured) you might be able to do it via Tag Manager with minimal development help, but expect some technical work.

Q: Does this work if my conversion happens offline?

A: Yes by using Enhanced Conversions for Leads you can upload offline first-party data (hashed) to Google and connect to original ad clicks.

Q: Can I use enhanced conversions if I already import conversions from GA4?

A: You can, but note: conversions measured by importing GA goals are not supported for enhanced conversions for web. If you’re combining GA4 and Google Ads conversion tracking you need to follow the guidance to avoid double-counting.

Q: Will enhanced conversions improve my campaign performance?

A: It can, because improved data leads to smarter bidding and better budget allocation. But it’s not guaranteed; you still need good ads, landing pages, and conversion flows.

Final Thoughts

In 2025, with cookies becoming less reliable, cross-device behaviour common and privacy regulations stronger, if you’re running Google Ads you should strongly consider implementing enhanced conversions. It might take a little effort (and maybe developer help), but the payoff is more accurate conversion data, which supports better decisions, smarter bids and higher ROI.

Focus not on the “cool tech” but on this simple mantra: Collect the identifiers legally → hash them → send them at conversion time → monitor and act on results.

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