Enhanced conversions are a Google Ads feature that improves conversion measurement accuracy by supplementing existing conversion tags with hashed first-party data that users have provided on your website.
When a user completes a conversion, enhanced conversions capture hashed customer data such as email addresses, phone numbers, or names from conversion forms and send it to Google in a privacy-safe manner.
Google then matches this hashed data against signed-in Google accounts to attribute conversions that would otherwise be lost due to cookie restrictions, browser limitations, or cross-device journeys.
Enhanced conversions process personal data, specifically the customer information submitted through forms on your website. Under the GDPR and other privacy regulations, collecting and hashing this data for advertising attribution requires valid consent. Users must be informed that their data will be used for conversion measurement and must actively opt in before the enhanced conversions tag fires.
Without proper consent, using enhanced conversions exposes businesses to regulatory risk even though the data is transmitted in hashed form, as hashing alone does not anonymise data under the GDPR.
Seers’ CMP integrates with Google Consent Mode v2 to manage enhanced conversions compliantly. The platform ensures that enhanced conversion tags only fire when users have granted consent for advertising data processing.
When consent is declined, Consent Mode enables modelled conversions as an alternative, maintaining measurement capability without processing personal data. Seers makes it straightforward to deploy enhanced conversions while respecting user consent preferences.
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