Enhanced conversions in plain English
Enhanced conversions add customer-provided matching data to an existing conversion. For web, that conversion happens on the website. For leads, a business later imports an outcome such as a qualified lead or signed contract. Google now uses one enhanced-conversions setting, but those two measurement flows still need different data and conversion actions.
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Enhanced conversions for web vs. enhanced conversions for leads
For web means the result happens online: someone completes a request form, books an appointment, or purchases on your website. Customer information collected at that moment supplements the website conversion tag.
For leads means the result happens later: a sales team qualifies the inquiry, an appointment becomes a paying customer, or a contract is signed. The business imports that later outcome and matching customer data from its lead system. Calling an online form event Lead does not turn it into an offline lead import.
Google has combined web and leads into one on/off setting. This simplifies account setup; it does not remove the need to send the right outcome from the right source.
- Request submitted on a website: an online conversion
- Appointment confirmed on a website: an online conversion
- Inquiry marked qualified in your sales system: a later lead outcome
- Contract signed after a sales call: an offline outcome to import
What data is used, and what does hashing mean?
First-party data is information the customer gives your business directly. Email is often the most practical identifier. Depending on the implementation, Google also supports phone numbers or name and address information. Follow the requirements of the chosen Google setup; for its web Google-tag guide, Google lists email or full name and address as the minimum, with phone as an additional field.
Hashing transforms supported identifiers into a consistent coded value for matching. It does not make missing information appear, and it does not replace the customer's consent or Google's customer data terms. Click identifiers such as GCLID describe an ad interaction; they are separate from the customer identifiers.
- Use information supplied by the customer
- Send valid, consistently formatted fields
- Keep consent choices connected to the conversion
- Treat matching data and conversion value as different things
What Simple CAPI supports for Google Ads
Simple CAPI's standard Google setup sends a browser conversion to the Conversion ID and Label you choose. It supplies available customer fields to the Google tag for enhanced conversions. Lead listens to one configured form; Schedule runs on one configured confirmation page. Without an optional API connection, no Google server conversion is uploaded.
An advanced connection can send an uploadClickConversions request for an existing eligible Google Ads API integration. That is a separate upload action, not a replacement for the website tag. Simple CAPI does not import later sales stages from your customer system, and it does not currently implement Google's Data Manager API for new offline integrations.
Enhanced conversions can improve measurement. They cannot guarantee that every visitor matches, every accepted event is attributed to an ad, or an advertising campaign becomes profitable.
- Website Lead or Schedule tracking
- Customer fields available to the browser tag
- Optional server upload only with an eligible configured connection
- Later qualified leads and sales need their own import workflow
The parts of an enhanced conversion
01A defined business outcome
02A website event or a later imported lead outcome
03Customer-provided matching information
04A permitted use of that information
05The correct Google Ads conversion action
06Matching and attribution that Google can verify
Common questions about this setup
What are enhanced conversions in Google Ads?+
They add hashed customer-provided identifiers to conversion measurement so Google can better connect outcomes to ad interactions.
Are enhanced conversions for web and leads the same?+
They share a Google Ads setting. Web measures an online action; leads connects a later imported outcome, such as a qualified lead, to the original lead information.
Does a lead form need enhanced conversions for leads?+
The form submission itself can be a website conversion enhanced with customer data. Enhanced conversions for leads is useful when you also import what happened to that lead afterward.
Does hashing remove the need for consent?+
No. Your business still needs an appropriate consent setup and must meet Google's customer data requirements.
Does Simple CAPI automatically upload my closed sales?+
No. Its standard Google script tracks the configured website event. Importing a later qualified lead or sale requires a separate workflow from the system where that outcome is recorded.
Official references
Use these official references when checking the current Google Ads setup and account screens.