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Enhanced conversions experts

Enrich your conversions with your first-party data and activate your audiences.

We deploy enhanced conversions, web and offline, we measure the real match rate and we connect your first-party audiences.

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EdgeAngel enhanced conversions expertise

Enriching the conversion, sending it back, checking it matches

01

Enhanced conversions for web

The data a visitor leaves you at the moment of conversion, normalised and hashed before it goes.

  • Three ways to deploy: Google Tag Manager, the Google tag, or the API, depending on what your site exposes and who maintains it
  • Normalise then hash: whitespace trimmed, lowercase, phone in international format, then a SHA-256 digest. Nothing leaves in clear text
  • The API route, and its own merit: it allows sending up to twenty-four hours after the conversion, so from your CRM rather than at click time
  • Customer data terms: accepted in the account before anything else, and we frame the compliance of the setup
  • Diagnostic report: Google provides a dedicated view, which we read rather than assuming it works
02

Offline conversions and long cycles

A lead who signs three weeks after the click. That is where most accounts lose their most valuable signal.

  • Enhanced conversions for leads: the conversion sent back later, matched by the same hashed identifiers, without depending on a click identifier
  • Up to five identifiers per conversion: email, phone, first and last name, postal address. Country, region, city and postcode are not hashed
  • Value and stage: a qualified lead, a held meeting and a signature are not worth the same, and the platform can learn it
  • From your warehouse: the flow built once, fed from your data warehouse rather than exported by hand
  • Data Manager API: the current route, sending audiences and conversions to several Google products in a single call
03

Checks, limits and steering

An accepted import is not an attributed conversion. Google writes it, and that is what must be verified.

  • What Google states: a successful import response does not mean the conversions have been attributed. The check happens afterwards, in the diagnostics
  • One hard limit: enhanced conversions for web do not cover clicks carrying a gbraid or wbraid identifier, that is iOS app-to-web journeys. Our note explains it in detail
  • Two thousand conversions per call at most, and a timestamp carrying its time zone: two classic causes of silently incomplete imports
  • What it changes in bidding: a fuller, dated signal changes what automated strategies can aim at, and it reads on the account
  • Continuous monitoring: the setup breaks with funnel redesigns, and an alert rule catches it

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Enhanced conversions, our reading

Enhanced conversions means attaching to a conversion the first-party data a customer left you, normalised and hashed with SHA-256, so Google can match it to a click it served. Two distinct products sit under that name: for web, the conversion page data leaves with the conversion; for leads, the conversion comes back later, when the deal closes.

Three ways to deploy for web: Google Tag Manager, the Google tag, or the API. The API route has its own merit: it allows sending up to twenty-four hours after the conversion, so from an information system, where the other two require the moment of the click.

Updated September 2026

The signal decides what the algorithm goes after

An automated bidding strategy optimises towards what it is told. If half your conversions never reach the platform, it learns on half a reality, and it does so very well. That is what makes this work profitable before anything else: it does not change your campaigns, it changes what they know. On a lead-generation account, the real subject is not even volume but quality: reporting that a lead signed, and for how much, beats reporting a hundred undifferentiated form fills.

What Google says and few accounts verify

One sentence in the documentation deserves framing: « a successful import response from the API does not necessarily mean the conversions have been attributed ». Many setups stop at the return code and consider the work done. The check happens elsewhere, in the dedicated diagnostics, on the actual match rate. Two causes of silent failure come up constantly: a timestamp without an explicit time zone, and sends above two thousand conversions per call.

One hard limit, and what takes over

Enhanced conversions for web do not cover clicks carrying a gbraid or wbraid identifier, that is iOS journeys moving from an app to the web. This is not a setting to fix, it is a documented limit. For an advertiser with a meaningful share of traffic from there, it must be known before building steering on top of it. And more broadly, this setup makes what Google observes more reliable; it still does not say what would have happened without the campaigns.

Advanced Media Measurement, our advertising effectiveness offering

Sources : Uploading online conversions, developer documentation · Offline conversions: normalisation, hashing and identifiers

Our expert notes : Google Ads: optimise your tracking and capitalise on first-party data · Google Ads: the wbraid and gbraid parameters for conversion tracking · Customer Match: migrating to the Data Manager API

Frequently asked questions about enhanced conversions

Does my customer data reach Google in clear text?

No. Email, phone, name and postal address are normalised then turned into a SHA-256 digest before sending: Google receives a digest, not the data. Coarse location fields, country, region, city and postcode, are sent unhashed. Customer data terms must be accepted in the account before any deployment.

What is the difference between web and lead enhanced conversions?

Timing. For web, the data leaves with the conversion, from the confirmation page. For leads, the conversion comes back later, when the deal closes, and matches on the same hashed identifiers. On a long sales cycle, the second carries the value: it says what a click produced three weeks later.

How do you know the setup genuinely works?

Not from the import return code. Google writes that a successful response does not mean conversions were attributed. The check goes through the dedicated diagnostic report and the observed match rate. Two causes of silent failure come up often: a timestamp without a time zone, and sends above two thousand conversions per call.

Does it work across every journey?

No, and it is a documented limit. Enhanced conversions for web do not cover clicks carrying a gbraid or wbraid identifier, that is iOS journeys moving from an app to the web. If a meaningful share of your traffic comes from there, you need to know before building steering on it.

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Paul Schmitt

Paul Schmitt

Consulting Director

"Our goal is to make your data actionable to generate concrete value, quickly."

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