Enhanced conversions
What enhanced conversions are, which hashed customer data they use, how privacy is protected and how to turn them on.
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Enhanced conversions give your ad platform a second way to match a conversion to an ad click. Alongside the click ID, Convultra sends hashed customer data such as an email address, and the platform matches it against signed-in users. Google Ads enhanced conversions are live today, and OpenAI Ads receives the same hashed identifiers with each forwarded conversion. The equivalent for Meta (Advanced Matching) and Microsoft Ads will apply when conversion forwarding to those platforms launches, which is coming soon.
What they are
Normally Convultra matches a conversion to the original click using a click ID like gclid. Click IDs can expire or go missing, especially on iOS or in long journeys. Enhanced conversions add a fallback: a SHA-256 hash of data the customer already gave you at checkout.
What “hashed” means. Before any customer data is sent to an ad platform it is transformed into a fixed-length string with SHA-256. jane@email.com becomes something like a8f5f167f44f4964e6c998dee827110c.... The platform can match on the hash. Nobody can turn it back into the email.
Why they matter
| Scenario | Without enhanced conversions | With enhanced conversions |
|---|---|---|
| Click ID available | Matched | Matched |
| Click ID expired (iOS ITP) | Lost | Matched on hashed email |
| Click ID blocked (ad blocker) | Lost | Matched on hashed email |
| Long sales cycle | Lost | Matched on hashed phone |
| Cross-device journey | Lost | Matched on hashed email |
More matched conversions means Smart Bidding works from better data: lower CPA, steadier bidding and faster learning periods.
What data is used
Any combination of:
- Email address, the most common and strongest signal
- Phone number, useful for phone-led businesses and lead generation
- First name and last name, supporting signals that improve match confidence
- Street address, city, state, postal code, country
The browser script normalizes these fields (lowercase, trimmed, phone in international format) and sends them to Convultra, which hashes them with SHA-256 before anything is sent to an ad platform. No ad platform ever receives plaintext customer data from Convultra. The WordPress plugin hashes on your own server before sending. This is the same approach Google and Meta use for their own enhanced conversions and Advanced Matching.
Privacy
- Hashed before any platform sees it. Every identifier is SHA-256 hashed before it is sent to an ad platform.
- Pseudonymized data. Hashed identifiers are pseudonymized data under GDPR.
- No new collection. Enhanced conversions reuse data the customer already provided during the conversion. Nothing extra is collected.
- One-way. SHA-256 cannot be reversed.
- Consent respected. When a visitor has declined tracking, the script does not run, so no customer data is recorded or forwarded for them. See consent management platforms.
You remain responsible for having consent to process customer data.
Platform status
| Platform | Feature name | Status |
|---|---|---|
| Google Ads | Enhanced Conversions for Web | Live |
| OpenAI Ads | Hashed identifiers via the Conversions API | Live |
| Meta | Advanced Matching via Conversions API | Coming soon |
| Microsoft Ads | Enhanced Conversions | Coming soon |
How to enable them
WordPress with WooCommerce
With the Convultra WordPress plugin and WooCommerce tracking on, enhanced conversions work automatically. The plugin hashes email, phone and name for every purchase. No code changes.
All other sites
Your developer passes customer data to the SDK’s enhance() method, or as userData on a conversion call. Convultra hashes it before forwarding. See Enhanced conversions in the SDK; implementation usually takes 15 to 30 minutes.
Auto-detection from conversion payloads
Even without enhance() or the plugin, Convultra can detect user data fields (email, phone, name, address) in your conversion payloads. Turn it on under Settings → Tracking → Enhanced conversions, and matching conversions are flagged as Enhanced-eligible.
Two switches control it, and each saves as soon as you flip it:
- Detect user data in conversion payloads. Flags conversions that contain fields like
emailorphone, so you can check readiness in the conversion detail drawer. This only changes what the dashboard shows. - Forward auto-detected user data to ad platforms. When off, detected data is shown in the dashboard only. When on, it is hashed and included in uploads. It has no effect until detection is on.
Keep detection on and forwarding off while you audit what is available, then switch forwarding on when you are ready.
Enable per platform
Enhanced conversions must also be switched on for each integration. The switch is inside the setup wizard on the Integrations page, on the Value and matching step; open the connected platform’s card to change it. If the switch is off, user data is captured but not sent to that platform.
Checking it works
Open any conversion in Conversions. The detail drawer shows Enhanced Eligible when hashed user data is present, and whether it came from manual user data (the SDK or plugin) or auto-detected fields. This appears before any platform upload, so you can confirm capture before connecting an integration.
For the practical checklist, see Raising Google Ads match quality with enhanced conversions.