Enhanced Conversions is Google's answer to ITP and post-iOS 14.5+ data loss. Match rates typically jump from 50–60% to 80–90% after enabling.
What it does
Enhanced Conversions sends hashed first-party data (email, phone, name, address) along with each conversion. Google matches this to logged-in user accounts to confirm the conversion happened.
Setup via GTM
- In Google Ads, edit your conversion action and toggle Enhanced Conversions on.
- In GTM, edit your Google Ads conversion tracking tag.
- Enable "Include user-provided data from your website".
- Map email, phone, first_name, last_name, address fields from your dataLayer.
Setup via the Google tag
If you're using gtag.js directly, push user data using gtag('set', 'user_data', {...}) before firing the conversion event. Google handles hashing automatically.
What to verify after
Wait 48 hours after enabling. In Google Ads → Tools → Conversions → click your conversion action → Diagnostics. You should see "Enhanced conversions" status as "Recording" and a match rate above 70%.
