Enhanced Conversions is Google Ads’ way of compensating for the loss of cookies and ITP. When a user converts, you send hashed (SHA-256) email, phone, or address along with the conversion event. Google matches these against signed-in user data to attribute the conversion. Implementation: gtag.js with set('user_data', {sha256_email_address}), or server-side via the Customer Match API. Different from CAPI but conceptually similar — first-party data + hashing replaces cookie-based attribution.
Enhanced Conversions
Google Ads feature that improves conversion-tracking accuracy by sending hashed first-party data alongside the conversion event.