Enhanced conversions
Enhanced conversions is a Google Ads feature that sends hashed email and phone with a conversion to improve how it's matched to ad clicks.
What are enhanced conversions?
Enhanced conversions is a Google Ads feature that supplements a conversion with hashed customer data, typically email address, phone number, and sometimes name and address. Google matches the hashed values against signed-in Google accounts to attribute conversions that cookies alone would miss.
There are two flavors. Enhanced conversions for web adds hashed data to conversions tracked by the Google tag on your site. Enhanced conversions for leads uses hashed data from a lead form to match conversions that happen later, offline, such as a sale closed in a CRM.
How the data is prepared
Values are normalized before hashing: emails are lowercased and trimmed, phone numbers are formatted in E.164 with the country code. The normalized string is hashed with SHA-256. The same input always produces the same hash, which is what lets Google match without receiving the raw value.
Normalization mistakes are a quiet source of failed matches. An email with a trailing space or a phone number without a country code hashes to something Google will never recognize.
Enhanced conversions and the gclid
The gclid is still the strongest link between a conversion and an ad click. Enhanced conversion data acts as an additional match key, useful when the gclid was lost or never captured. For offline conversion uploads, sending both gives Google the best chance of attributing the conversion.
How TracerKit handles it
TracerKit uploads conversions to Google Ads through offline conversion upload with the gclid captured when the visitor landed, and includes hashed email and phone as enhanced-conversion match keys. Email and phone are hashed with SHA-256 before TracerKit stores them.
See how TracerKit handles this: Server-side forwarding
Take a look →