Enhanced Conversions
Enhanced Conversions is a Google Ads feature that adds hashed first-party data such as email address, phone number or name to existing conversion tracking. Before transfer, the data is turned into a check value using the one-way hashing algorithm SHA-256 and matched against signed-in Google accounts, so conversions can still be attributed when cookies are missing or blocked. Hashing is not encryption and does not remove the personal reference – the point of the hash is precisely to recognise the same person again.
In practice
In practice there are two variants: Enhanced Conversions for web (matching through the Google tag or Google Tag Manager at the point of purchase) and for leads (matching offline sales later against the original form submission). It only works if lawfully collected customer data such as email addresses arises in the ordering process anyway and is hashed server-side or client-side before transfer. For advertisers who rely heavily on Google Ads bidding strategies this noticeably improves measurement accuracy, but it does not replace valid user consent.