About enhanced conversions

Enhanced conversions is a feature that can improve the accuracy of your conversion measurement. It supplements your existing Floodlight conversion tags by sending hashed first-party conversion data from your website to Google in a way that is consistent with our applicable privacy policies.

The feature uses a secure, one-way hashing algorithm called SHA256 on your first-party customer data, such as email addresses, before sending to Google. The hashed data is then matched with signed-in Google accounts to attribute your campaign conversions to ad events, such as clicks or views.

To get started, follow these instructions:

Google is committed to protecting the confidentiality and security of your data. Your data will be kept confidential and secure using the same industry-leading standards Google uses to protect its own users’ data. Google only reports aggregated and anonymized conversions. 

Learn more about enhanced conversions, customer data policies, and how we use your data.

How it works

When a customer completes a conversion on your website, you may receive first-party customer data, including an email address, a name, a home address, and/or a phone number. This data is captured in your Floodlight tags, hashed, and sent to Google in its hashed form. It’s then used to match your customers to the Google accounts they were signed into when they engaged with your ad.

Google uses the SHA256 algorithm for hashing your customer data, which is the industry standard for one-way data hashing.


  • Recover conversions that otherwise wouldn’t have been measured
  • Improve bidding optimization through better data
  • Privacy-safe, with hashing of first-party customer data

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