---
title: "How to set up enhanced conversions in Google Ads"
author: "Performetic Ekibi"
url: "https://www.performetic.com/en/blog/google-ads-enhanced-conversions-setup"
published: "2026-01-07T08:00:00.000Z"
updated: "2026-10-05T02:41:47.061Z"
---

# How to set up enhanced conversions in Google Ads

> Enhanced conversions improve Google Ads measurement by hashing first-party data collected at checkout, such as email, phone or name and address, with SHA256 and sending it to Google. Turn the feature on under Goals > Settings, send the data with the Google tag or Google Tag Manager, and check the Diagnostics report after about 48 hours.

## How do you set up enhanced conversions in Google Ads?

To set up enhanced conversions, go to Goals > Settings in Google Ads, expand "Enhanced conversions for web", turn the feature on, accept the customer data terms and choose the Google tag or Google Tag Manager as your implementation method. Then make sure email, phone or name and address reach the tag on the order confirmation page, and check the Diagnostics report after about 48 hours.

## What are enhanced conversions?

Google describes enhanced conversions as a feature that can improve the accuracy of your conversion measurement and unlock more powerful bidding. It supplements your existing conversion tag: when someone converts, first-party customer data your site already collects (such as an email address) is hashed and sent securely to Google, which uses it to match ad interactions to conversions.

Why it matters: cookie restrictions, browser privacy features and device switching mean standard tags cannot match some conversions to the ad click. Enhanced conversions close part of that gap. More conversions credited to the right campaign means Smart Bidding strategies such as Target ROAS work with a more accurate signal.

We cover Meta's equivalent, the Conversions API, in our [server-side tracking guide](/en/blog/server-side-tracking-conversions-api). Enhanced conversions play a similar role for Google Ads.

## What is the difference between enhanced conversions for web and for leads?

Google describes two types:

| Type | What it does | Who it is for |
|---|---|---|
| Enhanced conversions for web | Sends hashed first-party data when a user converts on your site | Ecommerce brands whose sales happen online |
| Enhanced conversions for leads | Uses website form data together with offline conversions imported later | Businesses that close sales by phone or in store |

For ecommerce, enhanced conversions for web is the relevant type, and the rest of this guide focuses on it.

## What data is sent and how is it protected?

Enhanced conversions can use email addresses, names, home addresses and phone numbers. According to Google's setup page, you need to provide at least one of:

- **Email address** (preferred)
- **Address:** first name, last name, postal code and country together
- **Phone number:** in E.164 format (starting with a plus sign and including the country code)

Before sending, the data is normalised and hashed with SHA256. Normalisation includes removing whitespace, converting to lowercase and formatting phone numbers to E.164. With the Google tag or Tag Manager, the tag can do the hashing for you, or you can hash the data yourself before sending it.

You must comply with Google's customer data policies when using this feature. Also review with your legal adviser how processing personal data for ad measurement is reflected in your privacy notice and cookie consent setup under the data protection rules that apply to you.

## How do you set up enhanced conversions step by step?

### 1. Turn the feature on in Google Ads

1. In Google Ads, open the **Goals** menu and select **Settings**.
2. Expand the **Enhanced conversions for web** panel.
3. Check **Turn on enhanced conversions**.
4. Review and agree to the compliance statement.
5. Choose the **Google tag** or **Google Tag Manager** as your implementation method.

### 2. Choose how data is collected

With Google Tag Manager, there are three options:

| Method | How it works | When it fits |
|---|---|---|
| Automatic collection | The tag looks for matching data types on the conversion page | Customer data is visible on the confirmation page; quick start |
| Manual (CSS selectors or JavaScript variables) | You specify where the data sits on the page | Stable page structure, automatic collection falls short |
| Code | You pass customer data into variables with custom JavaScript | Most reliable; when you have developer support |

For ecommerce sites, code is usually the most robust option: if order data is already in the data layer, email and phone can be read directly from there. Automatic collection is fast but can break when the confirmation page design changes.

### 3. Update your conversion tag

In Tag Manager, open your purchase conversion tag and add the user-provided data variable. The variable should contain email, phone and address fields as strings. Test the order flow in preview mode before publishing.

### 4. Check platform integrations

If your Google integration on Shopify, WooCommerce or another platform was set up through an app or plugin, check whether that integration already supports enhanced conversions. If both the plugin and Tag Manager send a conversion for the same purchase, orders get double counted.

## How do you check the setup is working?

1. **Instant check:** while placing a test order, open the Network tab in your browser's developer tools. An "em" parameter in the conversion request to Google shows hashed data is being sent.
2. **Diagnostics report:** according to Google, after about 48 hours you can go to Goals > Summary, select the conversion action and open the **Diagnostics** tab to see tag health checks and enhanced conversions metrics.
3. **Track conversion counts:** in the weeks after setup, watch how recorded conversions and their alignment with real orders in your order system change.

Example: a fashion brand sets up automatic collection and sees in Diagnostics that data is sent for only part of its conversions. Investigation shows guest checkout does not display the email on the confirmation page. Switching to the code method and reading the email from the data layer increases coverage.

## Common mistakes

- Hashing email yourself without normalising it first (uppercase letters or spaces break matching).
- Sending phone numbers in a format other than E.164.
- Trying to read data at the checkout form step instead of the confirmation page and sending empty values.
- A plugin and Tag Manager both sending the same conversion.
- Never checking the Diagnostics report after setup.

We cover the GA4 side of measurement in our [GA4 ecommerce tracking guide](/en/blog/ga4-ecommerce-tracking-setup). If you would like your Google Ads conversion measurement reviewed, you can request a free growth analysis from Performetic through our [contact page](/en/contact).

## Key takeaways

- Enhanced conversions use hashed first-party data to improve conversion measurement.
- For ecommerce, the relevant type is enhanced conversions for web.
- You need at least email, phone (E.164) or first name, last name, postal code and country.
- Turn it on under Goals > Settings and implement with the Google tag or Tag Manager.
- The code method is the most robust; automatic collection is fast but fragile.
- Check the Diagnostics tab after about 48 hours and prevent double counting.

## FAQ

### Do enhanced conversions send customer data to Google in plain text?

No. Data is normalised and hashed with the SHA256 algorithm before it is sent. The Google tag or Tag Manager can do this for you, or you can hash the data yourself. You still need to comply with Google's customer data policies and the data protection rules that apply to your business.

### When can I see whether enhanced conversions are working?

You can check instantly by placing a test order and looking for the em parameter in the conversion request in your browser's Network tab. According to Google, tag health and enhanced conversions metrics in the Diagnostics report become available within about 48 hours.

### Which customer data is required for enhanced conversions?

You need at least one identifier: an email address (preferred), a phone number in E.164 format, or an address made up of first name, last name, postal code and country. Sending more than one can improve matching, but email alone is the most common and practical option.

### Are enhanced conversions the same as Meta's Conversions API?

They have similar goals but belong to different platforms. Both use first-party data to reduce the impact of cookie loss on measurement. Enhanced conversions strengthen Google Ads conversion measurement, while the Conversions API strengthens measurement for Meta ads. Ecommerce sites commonly use both.

## Sources

- [Google Ads Help: About enhanced conversions](https://support.google.com/google-ads/answer/9888656?hl=en)
- [Google Ads Help: Set up enhanced conversions for web using Google Tag Manager](https://support.google.com/google-ads/answer/13262500?hl=en)
- [Google Ads Help: Set up enhanced conversions for web using the Google tag](https://support.google.com/google-ads/answer/13258081?hl=en)