Enhanced conversions (Google Ads)
Definition: Enhanced conversions is a Google Ads feature that can improve the accuracy of conversion measurement. It sends Google hashed first-party data, such as the e-mail from an order, which Google matches to the Google accounts that were signed in when the visitor engaged with your ads. The data is hashed with SHA256 before it leaves your site.
It supplements existing conversion tracking; it is not a separate way to measure. It works only where Google has an account to match the data to.
Also called: enhanced conversions for web, Google Ads enhanced conversions, EC
The demo has sample data; the login comes to your e-mail.
Why it matters for a shop
The click id (gclid) is sometimes missing: the buyer gave no consent, clicked on another device or came back later. A hashed e-mail from the order gives Google another way to match the purchase to an ad. That improves measurement, but Google still decides attribution by its own rules.
How Basketly handles it
- Purchases to Google Ads go through a queue with retries; with the click (gclid, gbraid or wbraid) or, when there is none and enhanced conversions are on, by the hashed e-mail.
- The shop script collects click ids only after the buyer’s consent.
- Only purchases from clicks on its ads, or, with enhanced conversions on, matched by the hashed e-mail, go to Google Ads.
Sources
- Google Ads Help: About enhanced conversions: https://support.google.com/google-ads/answer/9888656 (read 2026-10-29)
What Enhanced conversions (Google Ads) does not do
- It does not replace the buyer’s consent to use their data for advertising.
- It does not promise a match for every purchase: Google matches only to accounts the buyer was signed in to.
No. It is hashed with the one-way SHA256 algorithm before sending.
The first matches data from the moment of conversion in the shop, the second joins form data with offline conversions imported later.
No. It is a Google Ads feature. Meta has its own Conversions API, and customer data sent to it is hashed too.
See also
- Consent Mode v2A Google mechanism that tells its tags the visitor’s advertising and analytics consent choices.Read
- Conversions API (CAPI)Sending events, such as purchases, to Meta from the shop’s server instead of the buyer’s browser.Read
- Attribution windowThe time after an ad click or view in which a platform may credit a purchase to that ad.Read
- ConversionsShop purchases sent server-side to Meta and seven more platforms, and a day-by-day balance: how many orders, how many purchases accepted and where something got lost.Read
- Shop purchases to GA4 and TikTok from the server: what is sent, how to switch it on and what not to expectHow to send paid shop orders to Google Analytics 4 (Measurement Protocol) and TikTok (Events API) from the server: a key connection, one switch and honest limits.Read
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