Enhanced conversions infographic: a five-step flow from customer conversion to tag capture, SHA256 hashing, matching and reporting, an example hash, cards for enhanced conversions for web and for leads, policy requirements, and three steps on what to do.

Oct 5, 2026

Enhanced Conversions in Google Ads Explained (Infographic)

How Google Ads enhanced conversions work: hashed first-party data, web vs leads, setup options, policy requirements and how it relates to offline conversion import.

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<a href="https://searchinsider.io/infographics/enhanced-conversions"><img src="https://searchinsider.io/research/enhanced-conversions/enhanced-conversions-infographic.png" alt="Enhanced conversions infographic: a five-step flow from customer conversion to tag capture, SHA256 hashing, matching and reporting, an example hash, cards for enhanced conversions for web and for leads, policy requirements, and three steps on what to do." style="max-width:680px;width:100%;height:auto;" /></a><p>Source: <a href="https://searchinsider.io/infographics/enhanced-conversions">Enhanced conversions infographic</a> by Search Insider.</p>

What are enhanced conversions in Google Ads?

The short answer: Enhanced conversions add hashed first-party data, like an email address, to your conversion tags so Google can match more conversions to ad clicks. That recovers conversions you'd otherwise miss and gives bidding better data.

Based on Google Ads Help and Analytics Help.

What it shows

Enhanced conversions can improve the accuracy of conversion measurement and unlock more powerful bidding.
Customer data such as email, phone, name and address is hashed with SHA256 before being sent to Google.
Enhanced conversions for web covers online conversions; for leads covers offline sales from website leads.
Setup options are the Google tag, Google Tag Manager or the Google Ads API.
Google calls offline conversion import a legacy feature and recommends upgrading to enhanced conversions for leads.
Advertisers must disclose data sharing and get consent where legally required.

What to do

Web: Turn it on via the Google tag or Tag Manager.
Leads: Upgrade offline conversion import and keep sending GCLIDs.
First: Update your privacy notice and consent flow.

The walkthrough

What are enhanced conversions?

Enhanced conversions is a Google Ads feature that can improve the accuracy of your conversion measurement and unlock more powerful bidding ^[1]. It supplements conversion tags with hashed first-party customer data such as email addresses, names, home addresses or phone numbers ^[1].

How do enhanced conversions work?

The data is captured in your conversion tags, hashed, sent to Google in hashed form, and matched to Google accounts ^[2]. Google uses SHA256 hashing ^[1]. Google lists the benefits as recovering conversions that otherwise wouldn't be measured, improving bidding optimization, and privacy-safe hashing of first-party data ^[2].

What is the difference between enhanced conversions for web and for leads?

Enhanced conversions for web improves measurement of online conversions ^[1]. Enhanced conversions for leads improves measurement of offline transactions that came from a website lead, and is an upgraded version of offline conversion import ^[1]^[3].

Does enhanced conversions for leads replace GCLID imports?

Google calls standard offline conversion import a legacy feature and recommends upgrading ^[4]. It still advises including GCLIDs with uploaded events whenever possible to maximize accuracy ^[4].

How do you set up enhanced conversions?

Enhanced conversions for web can be set up with the Google tag, Google Tag Manager or the Google Ads API ^[2].

What are the privacy requirements for enhanced conversions?

Google's customer data policies require you to disclose that you share customer information with third parties for ad measurement, obtain consent where legally required, comply with the EU user consent policy where applicable, and upload data only through Google's approved methods ^[5].

Does GA4 support enhanced conversions?

Yes. GA4's user-provided data collection lets you send consented first-party data to Analytics, and it enables enhanced conversions support for Google Analytics conversions ^[6].

Sources

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