Google Ads Enhanced Conversions

Enhanced Conversions improve the accuracy of your conversion measurement and unlock more powerful bidding. With AnyTrack, each conversion carries hashed first-party customer data to Google Ads through the Google Ads API. You do not add a tag to your pages.

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Not Sure Whether to Use Google Analytics 4 or Google Ads Conversions?

Read our in-depth comparison of Google Ads vs Google Analytics 4 to understand their features, benefits, and determine which tracking method suits your business needs.

Learn more on the Google Ads support website.

What Are Google Ads Enhanced Conversions?

Google Ads Enhanced Conversions are an attribution feature that improves campaign measurement accuracy by matching your conversions to signed-in Google users via hashed first-party data. When a conversion happens, AnyTrack sends Google Ads a hashed email, phone, or name with the conversion event. Google compares the hash with signed-in user data to confirm which ad click drove the conversion, even when third-party cookies are blocked.

Enhanced Conversions typically recover 15-25% of conversions that traditional Google Ads tracking loses to cookie restrictions, iOS App Tracking Transparency, and browser privacy modes. Better attribution improves Smart Bidding and conversion-based campaign optimization, which compounds into higher ROAS.

The feature ships in two modes:

• Enhanced Conversions for Web — improves attribution for conversions that happen on your website (purchases, sign-ups, form submissions).
• Enhanced Conversions for Leads — improves attribution for offline conversions that happen later in your CRM, sales pipeline, or by phone.

AnyTrack supports both modes. Connect Google Ads in the Integration Catalog and AnyTrack handles the hashing, field mapping, and delivery.

Enhanced Conversions vs Standard Conversion Tracking

Standard Google Ads conversion tracking writes a cookie when someone clicks your ad and reads it back when they convert. The model breaks when:

• The user blocks third-party cookies (default in Safari and Firefox)
• The cookie expires (Safari ITP shortens lifetime to seven days)
• The conversion happens on a different device or browser than the click
• The conversion happens after the 90-day Google Ads attribution window

Enhanced Conversions add a parallel signal: hashed user data. When a conversion happens, AnyTrack sends Google Ads a SHA-256 hash of the user email, phone, or name through the Google Ads API. Google compares the hash with signed-in account data and credits the conversion to the original ad click without the cookie.

The two methods are complementary. Standard tracking still runs; Enhanced Conversions improve match rates for the conversions standard tracking misses.

	Standard Conversions	Enhanced Conversions
Signal	Third-party cookie	Hashed user data
Privacy	Cookie-based	First-party data, hashed
Cross-device	No	Yes (for signed-in Google users)
Recovers conversions from cookie blockers	No	Yes (typically 15-25% lift)

For server-to-server delivery of these conversions outside the browser, see Conversion API — AnyTrack runs browser-side and server-side delivery in parallel by default.

Enhanced Conversions for Web vs Enhanced Conversions for Leads

Google Ads exposes two distinct Enhanced Conversions products. Pick the one that matches where the conversion actually happens.

Enhanced Conversions for Web

Use Enhanced Conversions for Web when the conversion happens on your website (a purchase, sign-up, completed form, or downloaded asset). AnyTrack receives the customer data from your conversion source, hashes it, and sends it to Google Ads through the Google Ads API at the moment of conversion. AnyTrack handles this through its standard Google Ads connection.

Common AnyTrack sources that feed Enhanced Conversions for Web:

• Shopify — purchase data including email, phone, and address
• ClickFunnels — checkout and lead form data
• SamCart — purchase and customer data
• Custom checkouts via Webhooks

Enhanced Conversions for Leads

Use Enhanced Conversions for Leads when the conversion completes outside your website, typically after a sales team or CRM stage advances the deal. A form lead becomes an “Opportunity Qualified” event in your CRM two days later; that downstream event is what Google should optimize against.

AnyTrack receives the offline event from your CRM (via integration or webhook), enriches it with the hashed user data collected at the original form fill, and uploads it to Google Ads as an Enhanced Conversion for Leads.

This is the right pattern for:

• Lead-gen funnels with sales team qualification
• B2B SaaS trial-to-paid flows
• Phone-call conversions from inbound calls
• Long-cycle nurture campaigns where the sale happens weeks after the click

Prerequisites

• An AnyTrack account on the Starter plan or higher
• A Google Ads account with Standard or Admin permissions
• A conversion goal configured in your Google Ads account
• A conversion source that sends personal data to AnyTrack (for example, Shopify, ClickFunnels)

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Affiliate

Most affiliate networks don’t provide the data required for Enhanced Conversions. Learn how to do affiliate marketing on Google Ads.

How AnyTrack and Google Ads Enhanced Conversions Work

When AnyTrack receives a conversion from your conversion sources, it parses the conversion data and sends it to Google Ads according to Enhanced Conversion requirements.

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Visit the integration catalog to connect a conversion source to your AnyTrack account.

Playbook

• Shopify
• Google Ads

Shopify to Google Ads Enhanced Conversions

Shopify says 80 sales. Google Ads says 45. Close the gap server-side: full checkout funnel, Enhanced Conversions data included, Smart Bidding on revenue you trust.

• Beginner
• ~30 min
• Starter and up

Read the playbook

Setup Guide

Turn on Enhanced Conversions once for the whole Google Ads account. AnyTrack then sends the hashed customer data with each conversion through the Google Ads API.

In Google Ads

1. Open Goals, then Conversions, then Settings.
2. Open Enhanced conversions and select Turn on enhanced conversions.
3. Agree to the customer data terms.
4. As the method, select Google Ads API.
5. Click Save.

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If you set up Enhanced Conversions before with another system, with Google Tag Manager, or with a tag on your pages, disable that setup before you turn on AnyTrack. Two setups send the data twice.

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Settings summary checklist

• Enhanced conversions turned on at the account level.
• Customer data terms accepted.
• Method set to Google Ads API.
• Old Enhanced Conversions tags removed.

In AnyTrack

AnyTrack handles the data flow for you. You do not add code.

1. Connect Google Ads and click Create and map conversion actions.
2. In the settings of your Google Ads pixel, turn on Enable server-to-server tracking.
3. Click Save.

After AnyTrack sends the first conversions, the Enhanced conversions row in Google Ads shows Managed through Google Ads API. Recording Enhanced Conversions. From then on, each conversion that carries customer data improves your ad attribution.

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Note

Google asks you to agree to the customer data terms when you turn on Enhanced Conversions. Google does not process Enhanced Conversions data until you agree.

Required vs Optional User Data Fields

Google Ads accepts several hashed user data fields. More fields means higher match rates, which means more recovered conversions.

Field	Status	Notes
Email	Required	The single most important field. Hash with SHA-256 after lowercasing and trimming whitespace.
Phone	Recommended	Normalize to E.164 format before hashing.
First name	Recommended	Lowercase, then hash.
Last name	Recommended	Lowercase, then hash.
Postal code	Recommended	Often the difference between a match and a miss.
Street address	Optional	Improves match for ecommerce purchases.
City	Optional	Pair with address fields.
Region (state)	Optional	Pair with address fields.
Country	Optional	Useful for global advertisers.

AnyTrack collects every available field from your conversion source and sends it to Google Ads automatically. You do not need to hash anything manually. AnyTrack handles SHA-256 hashing, normalization, and field mapping at conversion time.

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Note

Diagnostic warnings in Google Ads about missing parameters are informational. Conversions still process, but match rates may be lower than they could be. Send as many fields as your conversion source supplies.

Verify Enhanced Conversions Are Working

After setup, confirm Google Ads is receiving and matching your enhanced data. Three places to check.

Google Ads Diagnostic Status

1. In Google Ads, go to Tools and settings > Measurement > Conversions
2. Select the conversion goal you connected to AnyTrack
3. Open the Diagnostics tab

Look for a status of Recording recent conversions with no critical errors. A warning like “missing email” means AnyTrack is sending conversions but the email field is empty on the inbound event, which is usually a conversion source configuration issue.

Enhanced Conversions Match Rate

The diagnostics tab also shows a match rate percentage. A match rate above 50% is good. Above 70% means you are sending most of the recommended fields. Below 30% indicates email or other key fields are missing from your conversion source.

Compare AnyTrack and Google Ads Counts

Conversions reported in your AnyTrack Campaign Report should approximately match the conversion totals shown in Google Ads for the same period, with a few hours of delay for Google processing. A persistent gap larger than 10% suggests a data flow issue worth investigating.

Troubleshooting Enhanced Conversions

The four most common Enhanced Conversions problems and how to fix them.

Missing required parameter: email

Your AnyTrack property is firing conversions, but the email field is empty on the inbound event. Check the conversion source:

• Shopify — confirm the AnyTrack Shopify connection is authorized for customer data scopes.
• ClickFunnels — confirm the form field collecting email is mapped correctly in the AnyTrack integration.
• Webhooks — confirm the webhook payload includes the email property.

Low match rate (below 30%)

You are sending conversions but Google is not matching them to user profiles. Almost always caused by sending only email when phone, first and last name, or postal code are also available. Audit your conversion source for additional fields and confirm they reach AnyTrack.

Tag setup conflict

Enhanced Conversions are configured twice — once through AnyTrack and once through Google Tag Manager or a manual gtag.js install. Pick one. Disable the non-AnyTrack configuration in the Google Ads tag editor.

Conversions not appearing at all

The Enhanced Conversions toggle is on but conversions are not reaching Google Ads. Verify:

1. The conversion goal in Google Ads matches the event AnyTrack sends (case-sensitive)
2. The AnyTrack property is sending conversions (check the Campaign Report)
3. The Google Ads connection in AnyTrack shows a Connected status

Related Resources

• Shopify and Google Ads
• Install AnyTrack Tag
• Ad Platforms Attribution

Enhanced Conversions FAQs

FAQ was last reviewed on 2026-10-05

What parameters does AnyTrack send to Google Ads?

AnyTrack sends every eligible parameter included in the conversion received from your conversion source. For example, Shopify sends all personal data including shipping and billing address.

Can I use a conversion action already configured for Enhanced Conversions?

Yes. Set the Enhanced conversions method in Google Ads to Google Ads API. Remove any tag on your pages or in Google Tag Manager that sends Enhanced Conversions data for the same action, so Google receives the data from AnyTrack only.

Do I need to configure the Enhanced Conversion parameters?

No. Enable Enhanced Conversions in Google Ads for the relevant conversion goals. AnyTrack handles the entire process automatically.

Can I use Enhanced Conversions with a custom conversion source?

Yes. The only requirement is sending AnyTrack the required conversion attributes. They will be processed accordingly.

How do I handle diagnostic warnings from Google?

Diagnostics sometimes indicate that Enhanced Conversions are not processing because parameters are missing or malformed. Conversions still process, but some enhanced data may not. Warnings help improve data quality. If you're confident data is accurate but still receive warnings, contact support. Email address is the most important parameter; adding more parameters is recommended.

Can I use Enhanced Conversions for affiliate marketing campaigns?

Enhanced Conversions require specific customer data that most affiliate networks don't send. If your network does send this data, AnyTrack sends it to Google Ads where you can activate Enhanced Conversions. This is uncommon in affiliate marketing.

Are Google Ads Enhanced Conversions the same as GA4 enhanced measurement?

No, they are separate features. GA4 enhanced measurement is a Google Analytics 4 setting that auto-collects events like scrolls, outbound clicks, and file downloads. Google Ads Enhanced Conversions hash first-party user data to improve conversion attribution inside Google Ads. They serve different goals and do not depend on each other.

Should I use Enhanced Conversions for Web or Enhanced Conversions for Leads?

Use Enhanced Conversions for Web when the conversion event fires on your website (purchase, sign-up, form submit). Use Enhanced Conversions for Leads when the conversion completes later in your CRM, sales pipeline, or by phone. Some teams use both: Web for the initial form lead and Leads for the qualified-opportunity stage.