Enhanced conversions are a way to send customer details, like an email address, name, phone number or address, along with a conversion, so an ad platform can match that conversion to a real person who saw or clicked your ad. Most of those details are hashed first, which scrambles them so they can't be read.
What are enhanced conversions?
When someone buys something or fills out a form on your site, the ad platform wants to connect that action back to one of its users. That's how it knows which ads are working.
Matching used to rely heavily on cookiesA small piece of data stored in a user’s browser that helps websites remember user activity, preferences, or sessions across visits., but cookies get blocked and deleted, so a lot of conversions couldn't be matched to anyone and those sales went uncredited.
Enhanced conversions add a stronger signal. Along with the conversion, your site sends customer details it already has, like the email address entered at checkout. The ad platform compares that against its own users and, when it finds a match, credits the conversion to the right ad.
How Your Data Is Protected
Most ad platforms ask for email, name and phone number to be hashed before they're sent, which means each one is turned into a scrambled string of characters that can't be read. Some details stay in plain text because of how the platform works, like the country and ZIP code Google Ads uses for address matching and the city and ZIP code OpenAI Ads takes.
The ad platform hashes its own user data the same way and compares the scrambled versions, so a hashed detail is only used to check for a match.
Why It Matters
- More of your conversions get matched, so your reports are more complete
- Your ad platform optimizes on better data, which usually lowers your cost per result
- You recover credit for sales that cookie-based tracking would have missed
The personal details involved are things like email, name, phone number, and address. Those only apply to conversions where a real person shares them, like a purchase or a form submission. Anonymous actions, like a scroll or a social share, don't carry this data because there's nothing to match.
How Conversion Bridge Helps
Conversion Bridge sends enhanced conversions automatically. When a visitor provides their details, like at checkout or in a form, it collects the email, name, and other available fields, hashes them where the platform asks for it, and sends them to the ad platforms that support enhanced conversions, such as Google Ads and Meta Ads.
You don't have to set up hashing, and you usually don't have to map fields by hand either. Conversion Bridge works with 76 WordPress plugins and detects the right fields in many of them, and on many form plugins you can map fields yourself when you want more control. Learn more on the enhanced conversions page.
Frequently Asked Questions
Is any raw personal data sent to the ad platform?
Usually not, since most platforms get email, name and phone number hashed, but some details go as plain text where the platform asks for it that way, like country and ZIP code for Google Ads or city and ZIP code for OpenAI Ads.
Do enhanced conversions work without cookies?
Yes, because matching is based on customer details rather than cookies, so enhanced conversions still work when cookies are blocked or deleted.
Which conversions can use enhanced data?
Any conversion where a real person shares their details, like a purchase, booking, or form submission. Anonymous events don't include this data because there's no personal information to match.