Glossary
What are enhanced conversions in Google Ads?
Melvin Salas1 min readVerified 13 October 2026
Short answer
Enhanced conversions is a Google Ads feature that, in Google's words, supplements your existing conversion by sending hashed first party conversion data (from your website tags or your imported offline events) to Google in a privacy-safe way. Google says it can improve the accuracy of your conversion measurement and unlock more powerful bidding, and that it uses a secure one-way hashing algorithm called SHA256 on first-party customer data, such as email addresses, before sending to Google.
It comes in two kinds. Google says enhanced conversions for web is relevant for advertisers who want to track sales and events that happen on a website: it allows you to send hashed first-party, user-provided data from your website when a user converts, and the data is then used to match your customers to Google Accounts which were signed in to when they engaged with one of your ads. Enhanced conversions for leads is, in Google's words, relevant for advertisers who want to track sales that happen off a website from website leads, and uses hashed data from your website, such as lead forms, together with imported offline lead conversions.
The two are being brought together. Google's offline conversion imports page says enhanced conversions for web and leads will soon be combined into a single on/off setting, and that existing users will be automatically migrated to the new unified setting.
Our reading, not Google's: enhanced conversions changes how many of your conversions Google can match to an ad, not how many sales you make. Google draws the same line for its modelling, which it says determines whether a Google ad interaction led to the online conversion and doesn't determine whether or not a conversion happened. So a rise in the Conversions column after switching it on is first a measurement change, and the place to see whether anything else changed is your own record of sales.
We check this on every account we run
Riibon ties Meta and Google Ads back to outcomes measured outside the platforms, payments and bookings, so the number a decision rests on is one the business would recognise. When the platform and the business disagree, we show both and say which one we trusted.
Ask the Riibon app what your own account is counting as a conversion. Access starts with a short call: we look at your ads together, then run them for you or set the app up with you.