Full Answer

The attribution improvement from Enhanced Conversions is not uniform — it scales with how much cookie-based tracking you are already losing. Understanding the mechanism explains why some stores see dramatic results while others see modest gains.

Enhanced Conversions works by matching hashed first-party data (email, phone, address) against Google's signed-in user graph. When a customer clicks an ad but their tracking cookie expires before purchase, the traditional conversion pixel sees nothing. Enhanced Conversions fills this gap by linking the purchase-time email to the original ad click through Google's identity layer.

Safari users represent the largest recovery opportunity. Apple's Intelligent Tracking Prevention restricts JavaScript-set cookies to 7 days for regular browsing and 24 hours for traffic arriving from classified tracking domains. Any WooCommerce store where Safari represents 25-40% of traffic sits on a significant attribution blind spot that Enhanced Conversions partially resolves.

The stores that see the smallest improvement are desktop-dominant, short-cycle businesses where most purchases happen within a single session. If your average time-to-purchase is under 24 hours and your audience skews Chrome, the cookie loss baseline is lower and Enhanced Conversions has less to recover.