Enhanced conversions

Enhanced conversions are a Google Ads feature that adds hashed first-party customer data, such as an email address, to your conversion tracking to improve measurement accuracy.

By Berend Vrakking, founder of Product Metrics. Updated 13 November 2026.

Enhanced conversions example

One purchase, with and without enhanced conversions
Sent with the purchase	Without enhanced conversions	With enhanced conversions
Conversion action	Purchase	Purchase
Conversion value	€84.50	The same €84.50
Transaction ID	10482	10482
Email address	Not sent	Normalised, then hashed with SHA-256
Phone number	Not sent	Hashed, if checkout asks for it

The conversion is the same in both columns. Enhanced conversions add hashed customer fields that Google matches with Google account data; nothing travels in plain text. Illustrative data.

Put it into practice

Calculate it: POAS calculatorCompare profit and revenue on the same ad spend.
Read the guide: Enhanced conversions vs server-side trackingWhich of the two to set up first, with our blocker lab results.

Enhanced conversions: one product and the whole account

For one order, enhanced conversions do not decide whether the purchase reaches Google Ads. They add hashed fields to a conversion that is already being sent. In our ad blocker lab (7 October 2026), Brave Shields, uBlock Origin Lite and AdGuard with Tracking Protection stopped both documented Google Ads conversion requests that carry the hashed email, and the other three setups let both through.

Across an account, Google says the better data also improves bidding optimisation. Google lists three setup routes for the web, the Google tag, Google Tag Manager and the Google Ads API, and you can also work with a third-party partner. Since April 2026, enhanced conversions for web and for leads are one setting. Some content management systems offer it in their own interface, as Google’s Google & YouTube app does on Shopify.

Full Signal Tracking sends each purchase from a first-party endpoint on your own domain into your Google Ads conversion actions, with enhanced conversions and Consent Mode v2. It improves match rates and preserves click IDs, on Shopify, WooCommerce, Magento, Lightspeed and Shopware 6, with no server container to host.

Enhanced conversions: common mistake

Turning on enhanced conversions to close a gap between shop orders and Google Ads conversions. They help Google match conversions it receives; a purchase whose tag never fired stays missing, hashed data or not.

Enhanced conversions: questions

How do I set up enhanced conversions on Magento 2, Shopware or WooCommerce?

Google’s setup guide names none of these platforms. It offers three routes, the Google tag, Google Tag Manager and the Google Ads API, and notes that some content management systems offer the setting in their own interface. On any route you turn the feature on in Google Ads, accept the customer data terms and make sure the customer’s email, phone number or address is available where the conversion fires. Full Signal Tracking sends purchases with enhanced conversions on Magento, Shopware 6 and WooCommerce, as well as Shopify and Lightspeed.

Why are my enhanced conversions not working?

Open the diagnostics report for the conversion action in Google Ads (Goals, Summary, the action, then Diagnostics). The causes Google lists include data sent before you accepted the customer data terms, which is not processed; conversions with no customer fields or empty ones; badly formatted email addresses or phone numbers; addresses without all four of country, first name, last name and postal code; and pages not served over HTTPS. With Consent Mode, the ad_user_data signal must be granted, because Google requires it for enhanced conversions. The report appears about 48 hours after a Google Tag Manager setup and about 72 hours after a Google tag setup.

Do I need enhanced conversions if I use server-side tracking?

They do different jobs, so one does not replace the other. Server-side tracking decides whether a conversion reaches Google Ads; enhanced conversions add hashed customer data that helps Google match a conversion it has received. A server-side route can carry that hashed data too: Full Signal Tracking sends its purchases with enhanced conversions.

Sources

Keep reading

Consent modeThe consent signals that decide whether the hashed data may be sent.
Transaction IDThe order number that keeps each purchase counted once.
GCLIDThe click ID that ties a purchase to an ad click.
Full Signal TrackingSend purchases to Google Ads and Meta from your own domain.
Ad blocker testSee which blockers stop the Google Ads conversion request.
Shopify server-side trackingShopify enhanced conversions without GTM: the app sends hashed customer data server-side.
WooCommerce server-side trackingThe plugin sends each WooCommerce order with enhanced conversions, server-side.
Magento 2 server-side trackingThe module sends enhanced conversions server-side on Magento 2 and Adobe Commerce.