[GA4] Enhanced conversions in Google Analytics

This feature is part of an open beta. Keep in mind that the feature is subject to change.


Enhanced conversions is a feature in Google Analytics that can improve the accuracy of your conversion measurement and unlock more powerful bidding in Google Ads. It supplements the events you've marked as conversions.

When a customer completes a conversion on your website, you may receive first-party customer data such as an email address, name, home address, and/or phone number. This data can be collected and sent to Google in a hashed form through user-provided data collection, and then used to enhance your conversion measurement through enhanced conversions.

Note: Google is committed to protecting the confidentiality and security of your data. We'll keep your data confidential and secure using the same industry-leading standards we use to protect our own users’ data. We only report aggregated conversions.


Enhanced conversions helps to produce a more complete picture of your cross-channel conversion attribution so you can better understand how all your channels are performing, and use this more complete understanding when bidding or reporting in linked Google products.

Enhanced conversions matches your first-party data with Google Ads data to fill in gaps for Google Ads ad interactions that may be unobservable when other identifiers are not available.


  • This feature is intended for properties with web data streams. At this time, we do not recommend it if you have an app data stream. If you have an app data stream without a web data stream, use on-device measurement for iOS campaigns for similar reporting benefits in Analytics.
  • To ensure the accuracy of your data, improvements to the models and attribution by enhanced conversions with Google Analytics are not available immediately. You should expect 1 month while it's active before these improvements are available in reports in Google Analytics and in the downstream reports and bidding in Google Ads.
  • If your property has audiences with conditions that involve user interactions across multiple devices, audience membership will decrease since signed-in user data (User-ID) is kept separately from signed-out user data. This means that the ability to remarket to these audiences on devices other than the device where they met the audience condition criteria will be impacted. This impact will be partially mitigated if your property has enabled Google signals.
  • Demographics and interest data for users with user ID will transition from being derived from cookie and device identifiers to user-provided data from signed-in users.

Activating enhanced conversions

To activate enhanced conversions in Google Analytics for properties with web data streams, complete these steps:

If you already implemented enhanced conversions with Google Ads Conversion Tracking, and you meet the prerequisites for enhanced conversions in Google Analytics (i.e., linked a Google Ads account and set up for a web data stream), you will still need to make some configuration updates to send your customer data to Analytics, however, it shouldn’t require any code changes. You will simply need to copy over the configurations you’ve set for enhanced conversions over to the Google Analytics 4 tagging configurations.

If your site uses Google Tag Manager, the user-provided data settings will be available in your Google tag configuration. If your site uses gtag.js, the user-provided data settings will be available in the Google tag settings in Admin (under Property column > Data Streams > More Tagging Settings > Include user-provided data from your website, then copy your configurations from Google Ads Conversion Tracking if available.

Enhanced conversions in Google Ads vs. Google Analytics

Enhanced conversions in Google Ads and Google Analytics are both tools that can help you improve the accuracy of your conversion measurement, but user-provided data can be used for additional purposes (such as demographics and interests, and paid & organic measurement) when implemented with Google Analytics.

Enhanced conversions in Google Ads improves attribution when your conversions are set up using Google Ads Conversion tracking. Enhanced conversions in Google Ads does not work for imported Google Analytics conversions. Enhanced conversions support for Analytics bridges this gap by allowing you to see similar improvements in attribution for your imported Analytics conversions. Enhanced conversions also supports improved reporting in Analytics.

If you are currently using GA4 for cross-channel conversion measurement, user-provided data and enhanced conversions in Google Analytics will improve the accuracy of the Google Ads slice of your cross-channel conversion attribution. The improved attribution will also be beneficial when these conversions are exported to Google Ads. Enhanced conversions in Google Ads is limited to bidding against conversions measured in Google Ads.

You should use Google Ads enhanced conversions if you are measuring conversions directly in Google Ads. You should use Google Analytics enhanced conversions if you are using GA4 for cross-channel conversion measurement.

Using enhanced conversions in Google Ads and Analytics

You can use enhanced conversions in Google Analytics for these benefits:

  • Get more accurate cross-device conversion and attribution modeling and bidding
  • Get more detailed demographics data through Google Signals data association
  • Prepare for future first-party audience integrations
  • Prepare your Analytics conversion measurement for third-party cookie deprecation

If you decide to set up enhanced conversions in both Google Ads and Google Analytics in the same property, as long as your Google Ads Conversion Tracking setup only includes the appropriate conversions in the Conversions column in Google Ads, conversions won't be double counted.

To ensure that you're not double counting conversions, the first thing to review is your conversion setup. Make sure you're measuring the right conversions with the right tagging method. Note: this is likely unique to your business.

Keep in mind: to start there won’t be any matched data reported in Google Analytics or exported to Google Ads. In the future, it will be important as with all conversions in your Ads accounts to be aware of which one you are bidding to and including in the Conversion counts. Choose the one that most accurately captures your business objectives.

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