What it is
Google describes enhanced conversions for web this way: it "Allows you to send hashed first-party, user-provided data from your website when a user converts."
For a contractor, the "user-provided data" is what a lead types into your quote form. When the form is sent and your conversion fires, enhanced conversions sends a hashed copy of those details along with it. Google says matching works for people who were signed in to a Google account when they engaged with your ads.
Think of it as extra help for matching. Your normal conversion tag says a lead came in. Enhanced conversions adds hashed details about who that lead was, which Google says improves measurement of online conversions. The lead still fills out the same form. Nothing changes on screen.
What data it uses
Google lists customer details such as:
- Email address
- Name
- Home address
- Phone number
Google says this data is hashed with SHA256 before it is sent. If you hash the data yourself, Google's rules are to trim spaces, use lowercase, put phone numbers in E.164 format (like +15555550123), remove periods before the domain in gmail.com and googlemail.com addresses, and use hex SHA256.
Hashing turns the detail into a fixed string of letters and numbers that cannot be turned back into the original. That is why the formatting rules matter: the same email typed with a capital letter or a stray space would hash to a different string and not match.
What it needs from your landing page
Enhanced conversions sit on top of your normal conversion tracking. If the conversion tag never fires, there is nothing to enhance. So check the basics on the page your ad sends people to first:
- A Google Ads conversion tag is on the page and actually loads.
- The conversion ID is your real ID, not a placeholder.
- The conversion linker is on.
- The form collects the details you plan to send, like email and phone.
A free ClickMend scan checks the first three on your ad's final URL. One handyman franchise found its form conversion had never fired once. If yours looks off, start with conversion tracking not working.
Frequently asked questions
Is the data sent in plain text?
No. Google says the data is hashed with SHA256, a one-way hashing algorithm, before it is sent to Google.
Does ClickMend check my enhanced conversions setup?
No. ClickMend checks whether a Google Ads conversion tag is on the page, whether it loaded, whether the conversion ID is a placeholder, and whether the conversion linker is off. Those need to work before enhanced conversions can help.