Full Answer

Enhanced Conversions needs SHA256-hashed customer data—email and phone—sent at the exact moment the conversion fires. On WooCommerce, the thank-you page loads in stages: page structure renders, JavaScript executes, then WooCommerce populates order details. Browser pixels typically fire during JavaScript execution, before the customer's email exists in the page.

The result: Google receives a conversion with empty enhanced data fields. The conversion counts, but match quality stays poor and Smart Bidding loses the signal it needs to find similar buyers.

Server-side Enhanced Conversions bypass this entirely. The WooCommerce order already exists in the database with the customer's email—no timing dependency on browser DOM rendering. Hashed data is sent with every confirmed purchase, automatically.