Enhanced conversions
Enhanced conversions is Google’s mechanism for improving conversion measurement by sending hashed first-party data (email, phone) alongside conversion events, letting Google match conversions to signed-in users when cookies fail.
When third-party identifiers break, hashed first-party identifiers become the matching key: Google compares the hashed email from your conversion event against signed-in accounts and recovers conversions that cookie-based tracking loses. Advertisers typically see measurable uplift in reported conversions after implementation — which is recovered visibility, not new performance.
Data is hashed (SHA-256) before it leaves your site, and consent obligations still apply in full.
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