Enhanced Conversions: Recovering lost signals for smarter media investments

Our client relied solely on standard Google Ads conversion tracking.
With stricter privacy regulations (GDPR, ePrivacy, cookie banners) and browser restrictions such as ITP and third-party cookie blocking, many valuable purchase events were no longer being captured.
This underreporting made campaign performance appear weaker than reality, limiting budget optimization and making it harder to justify continued media investments.

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We recommended and implemented Google Ads Enhanced Conversions to close these measurement gaps. A custom JavaScript tag was deployed through Google Tag Manager to securely capture user identifiers directly from the purchase confirmation page.
For compliance, identifiers were SHA256 hashed client-side before transmission. They were then mapped to Google Ads and connected to the existing conversion tags.
Testing with Tag Assistant and Google Ads Diagnostics ensured reliable functionality, while all data collection respected consent management rules.

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The new measurement infrastructure enabled faster deployment, without requiring heavy involvement from internal IT teams. Our technical expertise ensured seamless implementation, reduced risk of data loss or compliance breaches, and built long-term reliability through ongoing monitoring and debugging tools.

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The Enhanced Conversions framework recovered between 6% and 21% of previously lost conversions, depending on the funnel stage.
With more complete signals, Google Ads Smart Bidding was able to optimize more efficiently, leading to reduced CPA and improved budget allocation.
Most importantly, the client gained confidence that their campaigns were delivering stronger performance than initially visible, unlocking new opportunities for higher media investments.