What are enhanced conversions?

Enhanced conversions is a Google Ads feature that improves conversion matching by sending hashed first-party customer data, like an email or phone number, along with the conversion. When the click id alone is not enough to match a sale to a click, the hashed identifiers give Google a second way to connect them.

Why it exists

As cookies and click ids become less reliable, some conversions cannot be matched on the click id alone. Enhanced conversions recover a share of those by matching on customer data instead. The data is hashed with SHA-256 before it leaves your side, so raw emails are never sent.

How it fits with server-side tracking

Enhanced conversions and a server-side setup work together. Trakt hashes customer identifiers the same way and includes them with each conversion it sends to Google, and applies the equivalent customer-match approach for Meta. That lift in match rate is part of why server-side tracking recovers conversions the browser pixel loses. Meta’s equivalent is the customer information you can attach to a Conversions API event.

Trakt handles the hashing and matching for you, so enhanced conversions are on by default without touching customer data by hand.