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Google Ads

Google Ads Enhanced Conversions

Enhanced Conversions implementation to improve the quality of your conversion data. Hashed first-party customer data is sent alongside your existing conversion tags to improve attribution accuracy and give Smart Bidding a more complete signal.

TLDR

First-party data variables built, Enhanced Conversions enabled per conversion action, consent handling verified, and recovery confirmed via Google's diagnostic tool.

Best for

Accounts with standard conversion tracking in place and a visible drop in reported conversions.

  • 4-8 hours
  • First-party data (email/phone) must be accessible at conversion point

Depending on your existing setup, some steps below can be shortened or skipped entirely.

Delivery roadmap

How we deliver Google Ads Enhanced Conversions.

Step 01

First-party data audit

We identify where first-party customer data (email, phone, name) is available in your page DOM or data layer at each conversion point.

Step 02

Variable configuration

GTM variables are built to extract and normalise first-party data fields to Google's Enhanced Conversions requirements.

Step 03

Tag configuration

Enhanced Conversions are enabled per conversion action and the Google tag is updated to send hashed first-party data alongside each conversion event.

Step 04

Consent integration

Enhanced Conversions handling is verified to respect Consent Mode signals so hashed data is only sent when permitted.

Overview

How to know if you need Enhanced Conversions

  • Your conversion volume has declined over the past 12-24 months and you cannot explain it fully through changes in traffic or campaign spend.
  • A significant share of your audience uses Safari or Firefox, where ITP restricts cookie lifetimes and breaks the link between an ad click and a delayed conversion.
  • You have standard conversion tracking in place but have not yet implemented Enhanced Conversions.
  • Smart Bidding performance has become less predictable and conversion data feels noisier than it used to.

What Enhanced Conversions covers

  • Identification of where first-party data (email, phone, name) is available in the page DOM or data layer at each conversion point.
  • GTM variable configuration to extract and normalise first-party data fields to Google's Enhanced Conversions requirements.
  • Enhanced Conversions enabled per conversion action with the Google tag updated to send hashed data alongside each conversion event.
  • Consent mode integration verified so hashed data is only sent when permitted by the user's consent choice.

Enhanced Conversions outcomes

  • Enhanced conversions configured for each conversion action with first-party data variables in place and consent handling verified.
  • Higher reported conversion volume from attribution gaps.
  • Better Smart Bidding signal from a more complete conversion data set.

Enhanced Conversions scope and hours

  • 4-8 hours.
  • Standard conversion tracking must already be in place before this service starts.
  • First-party data (email, phone, or name) must be accessible in the page DOM or data layer at the conversion point. If it is not, we document that as a prerequisite.
  • Scope confirmed after reviewing your current conversion setup and data availability.

What makes our Enhanced Conversions implementation different

  • We verify data availability at each conversion point before committing to scope. If the first-party data is not accessible, we tell you upfront rather than delivering a partial implementation.
  • Consent mode integration is checked as part of the implementation, not left as an assumption.

More Google Ads services

View all Google Ads services
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Free

Free Generic Tracking

A high-level review of your overall tracking setup: event coverage, obvious configuration errors, attribution quality, and the highest-impact quick wins across your analytics and ad platforms.

Free

Free GTM Container

A surface-level review of your Google Tag Manager container: tag count, obvious duplicates, missing consent triggers, broken references, and the highest-impact issues. Delivered as a written summary.

Free

Free Consent Mode

A basic review of your Google Consent Mode v2 implementation: whether it is configured, which mode is active (Basic or Advanced), and whether consent states appear to be respected by your key tags.

Free

Free Website Performance

A Lighthouse-based snapshot of your Core Web Vitals on key page templates, with a basic assessment of how your tag stack is affecting page speed. Delivered as a written summary with the top tag-related performance issues identified.

Free

Free GA4 Analytics

A spot-check of your GA4 property: event volume, obvious tracking gaps, and a comparison of your reported conversion numbers against expected behaviour. Delivered as a written summary with the top issues identified.

Frequently Asked Questions

What first-party data does Enhanced Conversions use?
Email address is the most common and highest-match-rate field. Phone number and name can also be used. The data is hashed before it leaves the browser; Google never receives raw PII.
Do I need standard conversion tracking already in place?
Yes. Enhanced Conversions supplements the standard conversion tag. It cannot be used as a standalone replacement.
Does this require changes to my website code?
Not usually. If the first-party data is already in the page DOM or data layer at conversion points, we can access it from GTM without code changes. If it is not available there, a code change from your development team would be needed first.
Is Enhanced Conversions GDPR compliant?
It is designed to work within Consent Mode. We configure it to respect consent signals so hashed data is only sent when the user has given the appropriate consent. We do not provide legal advice beyond the technical implementation.
How much conversion volume will it recover?
Google's diagnostic tool provides a recovery rate estimate after implementation. The improvement depends on your audience's device and browser mix — specifically how often users click on one device and convert on another, and how many use browsers with aggressive ITP settings.

Pairs well with

01

Google Ads Conversion Tracking Setup

Google Ads conversion tracking from architecture to validation. We define your conversion hierarchy, attribution model, and value strategy, advise on which conversions should drive bidding, then implement via GTM client-side, server-side GTM, or directly on any CMS or custom website, with correct revenue parameters and Enhanced Conversions.

02

Advanced Google Consent Mode Setup for Google Ads

Consent Mode v2 setup and validation for Google Ads. Correct consent signals in your tag manager, conversion modelling verified as active, and all consent states tested to confirm tags respond correctly.

03

Google Ads Data Quality Audit

Audit of your Google Ads conversion data quality: duplicate conversion actions, missing revenue values, incorrect attribution models, broken tag implementations, and Smart Bidding signal health. Delivered as a prioritised findings report.

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