Tracking and measurement
Enhanced conversions
A Google Ads feature that sends hashed first-party customer data with conversions to improve matching and measurement.
Enhanced conversions is a Google Ads feature that sends hashed first-party customer data, such as an email address, together with a conversion. Google matches it against signed-in users to recover conversions that cookies and click IDs alone would miss, which improves both the reported figures and the data its bidding learns from.
There are two forms. Enhanced conversions for web sends the data from the conversion page through the tag. Enhanced conversions for leads is for offline follow-ups. For an online store the web form is the relevant one, and it is often implemented from the server as part of a wider server-side tracking setup, where the order data is already available.
When an assistant reports Google Ads conversions, the enhanced conversions status explains part of any gap between platform counts and store orders. The Google Ads MCP server can report conversion actions and their figures, but whether enhanced conversions is active and healthy is checked in the Google Ads interface and in the tagging setup.