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.
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Benefits of using enhanced conversions for web

  • Maintain accurate measurement
    Recover conversions that would otherwise be lost due to browser restrictions.
  • Model conversions effectively
    Access to more observable first-party data informs machine learning models that help fill measurement gaps.
  • Improve performance
    Stronger, smarter conversion models help you better optimize campaigns with automated solutions like Smart Bidding.
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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.
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Frequently asked questions