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Google Ads

Google Ads Enhanced Conversions

Enhanced Conversions implementation to recover conversion signal lost to ad blockers and cookie restrictions, sending hashed first-party customer data to improve attribution accuracy.

Google Ads Implementation

Enhanced Conversions implemented via GTM for up to 3 conversion actions, with first-party data variable configuration and diagnostic tool verification.

Best for

Accounts with conversion tracking already in place where ad blockers and cookie restrictions are visibly reducing reported conversion volume.

  • 4-8 hours, conversion tracking already required
  • Up to 3 conversion actions with Enhanced Conversions
  • First-party data (email/phone) must be accessible at conversion point
  • Typically recovers 15-30% of previously untracked conversions

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 ad blockers or Safari, which strips cross-site tracking by default.
  • Your Google Ads conversion numbers are materially lower than your CRM or backend order data for the same period.
  • 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.
  • Diagnostic tool verification confirming correct data transmission before handover.

Enhanced Conversions outcomes

  • Higher reported conversion volume from conversions previously lost to ad blockers and cookie restrictions.
  • A recovery rate estimate from Google's diagnostic tool included in the handover report.
  • Better Smart Bidding signal from a more complete conversion data set.

Enhanced Conversions scope and hours

  • 4-8 hours, up to 3 conversion actions.
  • 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.
  • Every conversion action is verified with Google's diagnostic tool before handover. You receive evidence of a working setup, not just a configured one.

More 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.

Tracking Setup Quick Wins Analytics 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.

GTM Tag Inventory Consent Triggers Duplicates
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.

Consent Mode v2 CMP GDPR Tag Firing
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.

Core Web Vitals Lighthouse Tag Load Impact Page Speed
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.

GA4 Event Coverage Conversion Gaps Data Quality
Our approach

How we deliver Google Ads Enhanced Conversions.

A structured process built around your stack, your team, and your data.

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.

02

Variable configuration

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

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.

04

Consent integration

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

05

Diagnostic verification

Google's Enhanced Conversions diagnostic tool confirms correct data transmission and a recovery rate estimate is included in the handover report.

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 commonly cited range is 15-30%, but it depends on your audience's browser and device mix.

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, then implement via GTM with correct revenue parameters and Enhanced Conversions, and validate through Tag Assistant and the Conversion Diagnostics tool.

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 four consent states tested to confirm tags respond correctly.

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