Also called: Google enhanced conversions, enhanced conversions for leads
There are two variants. Enhanced conversions for web supplements existing web conversion tags with hashed identifiers captured at the point of conversion. Enhanced conversions for leads tracks offline sales back to the click that produced the lead, by uploading the same hashed identifier when the deal closes.
Data is hashed with SHA-256 in the browser or on your server before transmission — Google never receives the raw values. Normalisation is prescribed: lowercase, trim whitespace, strip dots from Gmail addresses, format phones as E.164. Skipping normalisation produces hashes that never match.
Enhanced conversions requires accepting Google's customer data terms and depends on you having a lawful basis for sharing the data. It interacts with Consent Mode: identifiers must not be sent when ad_user_data is denied.
Google reports typical conversion-measurement uplifts in the mid single digits to low double digits from enhanced conversions — recovered conversions that immediately change what the bidding algorithm is optimising toward.
It can be, but not automatically. You need a lawful basis for sharing customer data with Google, must disclose it in your privacy notice, and must suppress the identifiers when the user has denied ad_user_data consent.
They solve the same problem for different platforms. Enhanced conversions is Google's hashed first-party data feature; the Conversions API is Meta's server-side event pipeline. Advertisers running both platforms typically need both.
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