Enhanced Conversions
Enhanced Conversions improve how accurately your ad platforms match conversions to ad clicks — boosting match rates by up to 30%. This page explains what they are, why they matter, and how they work, all in plain English.
What are Enhanced Conversions?
When someone converts on your site, Convultra normally matches that conversion back to the original ad click using a click ID (like gclid or fbclid). But sometimes click IDs expire or get lost — especially on iOS devices or during long customer journeys.
Enhanced Conversions give your ad platforms a second way to match. Along with the click ID, Convultra sends hashed customer data — like an email address or phone number — that the ad platform can use to find the right user in its system.
What does "hashed" mean? Before any customer data leaves your site, it gets transformed into a scrambled string of characters using SHA-256 encryption. For example, [email protected] becomes something like a8f5f167f44f4964e6c998dee827110c.... The ad platform can match on this hash, but nobody can reverse it back to the original email. Your customer's data stays private.
Why Enhanced Conversions matter
Without Enhanced Conversions, your ad platform can only match conversions using click IDs. When a click ID is unavailable (expired, blocked, or missing), the conversion is lost.
With Enhanced Conversions, the ad platform has a fallback:
| Scenario | Without Enhanced Conversions | With Enhanced Conversions |
|---|---|---|
| Click ID available | Matched | Matched |
| Click ID expired (iOS ITP) | Lost | Matched via hashed email |
| Click ID blocked (ad blocker) | Lost | Matched via hashed email |
| Long sales cycle (30+ days) | Lost | Matched via hashed phone |
| Cross-device journey | Lost | Matched via hashed email |
The result: up to 30% more conversions matched compared to click-ID-only tracking.
What data is used?
Enhanced Conversions can use any combination of the following customer data points:
- Email address — The most commonly used and highest-match-rate signal
- Phone number — Useful for phone-based businesses and lead generation
- First name and last name — Supplementary data that improves match confidence
- Street address, city, state, zip code, country — Additional matching signals
All data is hashed before it leaves your site. Convultra uses SHA-256 one-way hashing. No plain-text customer data is ever stored by Convultra or sent to ad platforms. This is the same approach Google and Meta use in their own Enhanced Conversions and Advanced Matching features.
Privacy and compliance
Enhanced Conversions are designed to be privacy-compliant from the ground up:
- No plain text stored — All customer data is hashed with SHA-256 before transmission
- GDPR compliant — Hashed data qualifies as pseudonymized data under GDPR
- CCPA compliant — Meets California Consumer Privacy Act requirements
- No new data collection — Enhanced Conversions use data your customer already provided during the conversion (like their email on a checkout form). Nothing extra is collected.
- One-way hashing — SHA-256 is irreversible. The original data cannot be reconstructed from the hash.
Supported platforms
Enhanced Conversions work with:
| Platform | Feature name |
|---|---|
| Google Ads | Enhanced Conversions for Web |
| Meta (Facebook/Instagram) | Advanced Matching via Conversions API |
| Microsoft Ads (Bing) | Enhanced Conversions |
How to enable Enhanced Conversions
How you enable Enhanced Conversions depends on your setup:
WordPress with WooCommerce
If you use the Convultra WordPress plugin with WooCommerce tracking enabled, Enhanced Conversions work automatically. The plugin sends hashed customer data (email, phone, first name, last name) with every purchase — no code changes needed.
All other sites
Your developer needs to pass customer data to Convultra's enhance() method when tracking a conversion. The SDK handles the hashing automatically.
For marketers: You do not need to write any code yourself. Share the Enhanced Conversions developer guide with your developer or engineering team. The implementation typically takes 15-30 minutes.
Auto-detection from conversion payloads
Even without explicit enhance() calls or the WordPress plugin, Convultra can automatically detect user data fields (email, phone, name) in your conversion payloads. When auto-detection is enabled in Settings → Enhanced Conversion Detection, conversions that include these fields are flagged as Enhanced-eligible.
You control whether auto-detected data is forwarded to ad platforms or kept as visibility-only in the dashboard. This lets you verify your data before committing to Enhanced forwarding.
Once Enhanced Conversions are enabled (via the plugin, the SDK, or auto-detection), they apply to all future conversions across your connected platforms. You will see the improvement reflected in your Recovery Tracking metrics.
Impact on Smart Bidding
Enhanced Conversions have a direct impact on Google Ads Smart Bidding performance. When Google receives more matched conversions, its bidding algorithms have better data to work with. Customers who enable Enhanced Conversions typically see:
- Lower cost per acquisition (CPA)
- More stable bidding performance
- Faster campaign learning periods
- More accurate target ROAS delivery
Bottom line: Enhanced Conversions are one of the highest-impact improvements you can make to your conversion tracking setup. If you are running Google Ads with Smart Bidding, this should be a priority.