Enhanced Conversions

Enhanced Conversions increase match rates by providing hashed user data to ad platforms. This improves attribution accuracy, especially for cross-device conversions.

Overview

When a user converts, ad platforms try to match the conversion back to an ad click. Without user data, they rely solely on cookies and click IDs, which can fail when:

Cookies are blocked or expired
User converts on a different device
Click ID is missing from the conversion

Enhanced Conversions solve this by sending hashed user data (email, phone, address) that platforms can use to match users.

Standard Tracking         Enhanced Conversions
─────────────────         ────────────────────
Click ID only        →    Click ID + Email Hash + Phone Hash
50-70% match rate    →    85-95% match rate

How It Works

Collect User Data

During checkout/signup, collect user information:

Email address
Phone number
Name and address (optional)

Hash Automatically

Convultra automatically:

Normalizes data (lowercase, trim whitespace)
Hashes with SHA-256
Never stores or transmits raw PII

Forward to Platforms

Hashed data is sent to:

Google Ads (Enhanced Conversions for Web)
Meta (Advanced Matching via CAPI)
Microsoft Ads (Enhanced Conversions)

Implementation Methods

Method 1: Combined Tracking (Recommended)

Track conversion and user data in one call:

Convultra.trackConversion('purchase',
  // Conversion data
  {
    orderId: 'ORDER-12345',
    value: 149.99,
    currency: 'USD'
  },
  // User data (will be hashed)
  {
    email: 'customer@example.com',
    phone: '+1234567890',
    firstName: 'John',
    lastName: 'Doe'
  }
)

Method 2: Identify + Track

Pre-identify user, then track conversion:

// First, identify the user (data stored for all future events)
Convultra.identify('user_123', {
  email: 'customer@example.com',
  phone: '+1234567890',
  firstName: 'John',
  lastName: 'Doe'
})
 
// Later, track conversion (user data automatically included)
Convultra.trackPurchase({
  orderId: 'ORDER-12345',
  value: 149.99,
  currency: 'USD'
})

Method 3: Two-Stage Enhancement

Track conversion first, add user data later:

// Stage 1: Track conversion (user not logged in yet)
Convultra.track('purchase', {
  orderId: 'ORDER-12345',
  value: 149.99
})
 
// Stage 2: User enters email for receipt (within 30 minutes)
Convultra.enhance({
  email: 'customer@example.com',
  phone: '+1234567890'
})

Supported User Data

Required (Minimum One)

Field	Format	Example
`email`	Email address	`user@example.com`
`phone`	Phone with country code	`+1234567890`

Recommended (Better Matching)

Field	Format	Example
`firstName`	First name	`John`
`lastName`	Last name	`Doe`

Optional (Best Matching)

Field	Format	Example
`street`	Street address	`123 Main St`
`city`	City	`New York`
`state`	State/province	`NY`
`postalCode`	Postal/ZIP code	`10001`
`country`	Country code	`US`

Match Rate Tiers

Data Provided	Match Rate
Click ID only	50-70%
+ Email	75-85%
+ Email + Phone	85-92%
+ Email + Phone + Name	90-95%
+ Email + Phone + Name + Address	93-98%

Google reports that Enhanced Conversions can recover up to 5-15% additional conversions that would otherwise be missed.

Platform-Specific Details

Google Ads Enhanced Conversions

Data sent to Google Ads Offline Conversions API:

// What Convultra sends (hashed)
{
  conversionAction: 'customers/123/conversionActions/456',
  gclid: 'Cj0KCQjw...',
  conversionDateTime: '2024-01-15 12:30:45-05:00',
  conversionValue: 99.99,
  currencyCode: 'USD',
  orderId: 'ORDER-12345',
  userIdentifiers: [
    { hashedEmail: 'sha256_e3b0c44298fc1c14...' },
    { hashedPhoneNumber: 'sha256_a7b9c3d4e5f6...' },
    { addressInfo: {
        hashedFirstName: 'sha256_...',
        hashedLastName: 'sha256_...',
        hashedStreetAddress: 'sha256_...',
        city: 'New York',
        state: 'NY',
        countryCode: 'US',
        postalCode: '10001'
      }
    }
  ]
}

Meta Conversions API

Data sent to Meta CAPI:

// What Convultra sends
{
  event_name: 'Purchase',
  event_time: 1704067200,
  action_source: 'website',
  user_data: {
    em: ['sha256_email_hash'],
    ph: ['sha256_phone_hash'],
    fn: ['sha256_first_name_hash'],
    ln: ['sha256_last_name_hash'],
    ct: ['sha256_city_hash'],
    st: ['sha256_state_hash'],
    zp: ['10001'],
    country: ['us'],
    fbc: 'fb.1.1704067200.IwAR3x...',
    fbp: 'fb.1.1704067200.abc123'
  },
  custom_data: {
    value: 99.99,
    currency: 'USD',
    order_id: 'ORDER-12345'
  }
}

Microsoft Ads

Data sent to Microsoft Ads API:

{
  conversionName: 'Purchase',
  conversionTime: '2024-01-15T12:30:45Z',
  conversionValue: 99.99,
  currencyCode: 'USD',
  msclkid: 'abc123...',
  HashedEmailAddress: 'sha256_...',
  HashedPhoneNumber: 'sha256_...'
}

Privacy & Security

Data Handling

Normalization: Email lowercased, phone stripped of non-digits
Hashing: SHA-256 applied before any network transmission
No Storage: Raw PII is never stored in Convultra systems
Encrypted Transit: All data transmitted over HTTPS

Example Transformation

// Input (what you provide)
{
  email: 'John.Doe@Example.com ',
  phone: '+1 (555) 123-4567'
}
 
// Normalized
{
  email: 'john.doe@example.com',
  phone: '15551234567'
}
 
// Hashed (what is transmitted)
{
  email: 'sha256_e3b0c44298fc1c149afbf4c8996fb92427ae41e4649b934ca495991b7852b855',
  phone: 'sha256_a7b9c3d4e5f6a7b9c3d4e5f6a7b9c3d4e5f6a7b9c3d4e5f6a7b9c3d4e5f6a7b9'
}

Best Practices

1. Collect Early

Collect user data as early as possible in the funnel:

// On email capture (newsletter, account creation)
Convultra.identify('temp_' + Date.now(), {
  email: email
})
 
// Data persists for all subsequent conversions

2. Use All Available Data

More data = higher match rates:

// ✅ Good - maximum data
Convultra.trackConversion('purchase', conversionData, {
  email: 'user@example.com',
  phone: '+1234567890',
  firstName: 'John',
  lastName: 'Doe',
  street: '123 Main St',
  city: 'New York',
  postalCode: '10001',
  country: 'US'
})
 
// ⚠️ Okay - minimum data
Convultra.trackConversion('purchase', conversionData, {
  email: 'user@example.com'
})

3. Validate Phone Numbers

Include country code for reliable matching:

// ✅ Good - with country code
{ phone: '+1234567890' }
{ phone: '+44 20 7946 0958' }
 
// ❌ Bad - missing country code
{ phone: '234567890' }

Testing Enhanced Conversions

1. Enable Debug Mode

Convultra.init('proj_xxx', { debug: true })

2. Check Console Output

Look for:

[Convultra] Conversion enhancement sent: ORDER-12345 { email: 'sha256_...', phone: 'sha256_...' }

3. Verify in Platforms

Google Ads: Conversions → Enhanced Conversions Diagnostics
Meta: Events Manager → Data Sources → Data Quality
Microsoft: Tools → Offline Conversions → Match Rate

Helper Methods

Set User Data Globally

// Set once, applied to all future conversions
Convultra.setEnhancedUserData({
  email: 'user@example.com',
  phone: '+1234567890',
  firstName: 'John',
  lastName: 'Doe'
})

Enhance Recent Conversions

// After user enters email, enhance their recent conversions
Convultra.enhanceRecentConversions({
  email: 'user@example.com'
}, 3) // Enhance last 3 conversions

Check User Data Status

// Check if we have enough data for enhancement
if (Convultra.hasUserData()) {
  console.log('Enhanced conversions enabled')
}

Next Steps

Tracking Conversions Click ID Capture