Enable more accurate conversion measurement

Enhanced conversions for web helps improve the accuracy of your conversion measurement by increasing the amount of observable first-party data your Google tag can collect.

Set up solution

Benefits of using enhanced conversions for web


Recover conversions that would otherwise be lost due to browser restrictions.


Access to more observable first-party data informs machine learning models that help fill measurement gaps.


Stronger, smarter conversion models help you better optimize campaigns with automated solutions like Smart Bidding.

A strong tagging foundation and activation of enhanced conversions for web increased conversions by 114% for Tennis Express

Tennis Express, a US-based sports and apparel retailer, wanted to grow its first-party data, starting with building a solid tagging strategy. First identifying untagged site URLs, it grew sitewide tagging adoption to over 98% of pages using Google Tag Manager. It then activated enhanced conversions for web to increase the accuracy of conversion tracking and fuel Search campaign performance.

The percentage of conversions that came from first-party cookies increased to 89% with conversions increasing across Search campaigns by 114% year over year.

How enhanced conversions for web works

When a customer converts on your website, your conversion-tracking tags help capture consented first-party data.

Enhanced conversions for web hashes this data and securely matches it to signed-in Google Accounts, allowing conversions to be attributed to ads in a privacy-centric way.

Frequently asked questions

What should I do if I experience strong periods of seasonality?

Many advertisers experience significant fluctuations in traffic and conversions around certain holidays or events. Google’s solutions are created to give you more robust measurement and better performance for these periods, so make sure to implement any new strategies well in advance. This will ensure that your reporting and automated strategies have time to learn and adjust if necessary.

What data does enhanced conversions for web collect?

First-party customer data such as an email address, name, home address, or phone number is captured in conversion tracking tags. It’s then hashed, sent to Google in its hashed form, and used to match your customers to Google Accounts.

How does Google use enhanced conversions for web data?

When a customer completes a conversion on your website, you may receive first-party customer data such as an email address, name, home address, or phone number. This data can be captured in your conversion tracking tags, hashed, sent to Google in its hashed form, and then used to help enhance your conversion measurement.

Google will only use the data you shared for enhanced conversions to provide you services, including technical support. The data can be used:

  • To provide measurement for all Google media (Search, Video, Display) and platforms (Google Ads, Display & Video 360, Search Ads 360, Google Analytics)
  • To combine your enhanced conversion data with data from other measurement products that you use to improve the accuracy of your conversion measurement

We may also offer other features you can opt in to that use your enhanced conversion data, such as incrementality studies.

Google won’t share your data with other advertisers. Where required, we may share this data to meet any applicable law, regulation, legal process, or enforceable governmental request.

Read this article to learn more about how Google uses enhanced conversion data.

How can I quantify the impact of enhanced conversions for web on my campaign performance?

You can now view the impact of your enhanced conversions with new impact results in your Conversion summary page in Google Ads. Learn more about enhanced conversions for web.

Can I use enhanced conversions for web with Google Analytics as the conversion source?

Conversions measured by importing Google Analytics goals are currently not supported by enhanced conversions for web. If you would like to use enhanced conversions for web, consider setting up a new Google Ads conversion action with the Google tag or Google Tag Manager.

Where is data stored?

From custom-designed data centers to undersea fiber cables that transfer data between continents, we operate one of the world’s most secure and reliable cloud infrastructures. It’s continuously monitored, and platform services can be automatically and instantly shifted from one facility to another for uninterrupted service.

View our data center locations.

Is Google selling my data or my customers’ data?

While advertising makes it possible for us to offer products free of charge and helps the websites and apps that partner with us fund their content, we do not sell your personal information to anyone.

Learn about our responsible data practices.