What is Google Ads Enhanced Conversions?

enhanced conversions google ads attribution hashed data server-side

Quick Answer

Enhanced Conversions sends hashed first-party customer data (email, phone, address) with conversion events to improve Google Ads attribution. It recovers conversions lost to cookie restrictions by matching against Google logged-in users. Server-side implementation provides better match rates than client-side.

Full Answer

Google Ads Enhanced Conversions supplements cookie-based tracking with hashed customer identifiers. When someone converts, you send their hashed email/phone/address to Google, which matches it against their logged-in user database. This connects ad clicks to conversions even when cookies fail. Server-side Enhanced Conversions (via Measurement Protocol or GTM server) provides higher match rates because data comes directly from your order system, not browser forms.