Google Ads Enhanced Conversions: What They Are and Why They Matter in 2025

Google Ads Enhanced Conversions: What They Are and Why They Matter in 2025

If you’re running Google Ads campaigns and rely on accurate conversion tracking to optimize performance, then understanding Enhanced Conversions is non-negotiable. In 2025, privacy restrictions, cookie limitations, and data loss are more common than ever—making Enhanced Conversions a vital feature for every e-commerce advertiser.

Whether you’re a Shopify store owner or an e-commerce marketing manager, enabling Enhanced Conversions ensures you don’t lose sight of who’s converting and where.

Let’s break down what Enhanced Conversions are, how to set them up, and why you should prioritize them today.

What Are Enhanced Conversions in Google Ads?

Enhanced Conversions is a feature in Google Ads that improves the accuracy of your conversion tracking by using first-party customer data—like email addresses or phone numbers shared by users during checkout.

Instead of relying solely on third-party cookies, Enhanced Conversions hashes this customer data and securely sends it to Google. Google then matches it against logged-in users to attribute conversions more reliably across devices and browsers.

In short: It bridges the attribution gaps caused by iOS 14.5, Safari’s ITP, and other privacy changes.

Google Ads Enhanced Conversions Active

Why Enhanced Conversions Matter for E-commerce Brands

1. Improved Conversion Accuracy

With fewer conversions lost to cookie restrictions, Enhanced Conversions help you track more actual sales, giving you a fuller picture of your campaign ROI.

2. Better Optimization

Google Ads bidding algorithms (like Target ROAS and Maximize Conversions) work best with clean data. Enhanced Conversions feed the system more accurate signals, which means better performance.

3. Privacy-Compliant Tracking

Enhanced Conversions use SHA256 hashing—a secure and privacy-safe method of data transmission. It aligns with GDPR and other global privacy frameworks.

4. Works Across Devices

If a user clicks your ad on mobile and converts later on desktop, Enhanced Conversions increases the chance of matching that conversion to the correct ad click.

How to Set Up Enhanced Conversions (Step-by-Step)

There are two main ways to implement Enhanced Conversions in Google Ads: via Google Tag Manager (GTM) or by directly modifying your site’s code.

We’ll focus on the Google Tag Manager method since it’s easier for most marketers.

Step 1: Enable Enhanced Conversions in Google Ads

• Go to your Google Ads account

• Click on Tools & Settings > Conversions

• Edit the conversion action you want to enhance

• Scroll to Enhanced Conversions and check Turn on Enhanced Conversions

• Choose Google Tag Manager as the implementation method

Step 2: Collect First-Party Customer Data

You need to pass at least one of the following from your website checkout:

• Email address

• Phone number

• First and last name with home address

This data must be available on the Thank You page or in the data layer.

Step 3: Configure the Tag in Google Tag Manager

• In GTM, edit your existing Google Ads conversion tag

• Enable Enhanced Conversions

• Map the relevant variables (like {{Email}} or {{Phone}}) using Custom JavaScript Variables or dataLayer variables

• Save and publish

Step 4: Test Your Setup

Use Google’s Tag Assistant or Chrome Developer Tools to verify that data is being sent and hashed properly.

Common Issues and Troubleshooting Tips

• Missing Data: Make sure your thank-you page has the required customer info.

• Incorrect Hashing: GTM handles hashing, so don’t hash the data manually unless you’re using site code.

• No Matches: Be patient—Google takes time to match Enhanced Conversions.

Conclusion: Make Enhanced Conversions a Priority in 2025

Enhanced Conversions are not just a technical upgrade—they’re a competitive advantage. They ensure your Google Ads conversion tracking is as accurate as possible, even in a world of signal loss and privacy constraints.

For Shopify and WooCommerce stores especially, enabling Enhanced Conversions can significantly improve campaign performance and bidding efficiency.

Need help setting up Enhanced Conversions or auditing your tracking setup?

Contact Flomaticx for a tailored consultation and make sure your tracking is future-proof.