In an evolving privacy and technology landscape, Google Analytics continues to introduce more durable solutions so you can continue to unlock accurate measurement after Google Chrome deprecates third-party cookies.
Enhanced conversions in Google Analytics 4 is a feature that helps to improve the accuracy of your conversion measurement and unlock more powerful bidding capabilities. It supplements your existing conversion tags by collecting & matching hashed first party data with Google first party data in a privacy-safe way.
With enhanced conversions in GA4, you can use enhanced conversions without creating duplicate conversions in GA and Google Ads, reducing the time to get started and the redundancies in your setup.