A Google feature that uses scrambled customer details to match more of your sales back to the ad clicks that caused them.
Enhanced conversions is a Google Ads feature that helps it correctly count sales that its normal tracking would miss. When a customer buys or fills a form, you securely send Google a scrambled (hashed) version of details they already shared — like their email — so it can't be read by anyone, but Google can still match it to the same person who clicked your ad.
In short, it patches the holes that browser privacy rules punched in your tracking.
An online eyewear shop runs Google Ads and records 500 purchases worth €60,000. Because of cookie blocking and people switching devices, Google can only confidently link 380 of those sales to an ad click — so it thinks the campaign earned €45,600 and under-bids on its best keywords. The shop turns on enhanced conversions and sends the hashed email from each order. Google now matches an extra 90 sales, sees closer to €56,000 in real revenue, and confidently bids more on the keywords that actually drive purchases.
When Google under-counts your sales, it under-invests in the ads that work and your performance looks worse than it really is. Enhanced conversions recovers conversions you genuinely earned, giving the platform a truer scoreboard to bid on. It uses data your customers already gave you, with hashing to protect their privacy — so you get more accurate optimisation without collecting anything new.
PipeValue sends the real value of every lead to Meta, Google, LinkedIn & TikTok — no data team.
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