Enhanced Conversions is a Google Ads measurement feature that uses hashed first-party data to improve conversion measurement.
It matters because paid search can spend budget quickly. Knowing this term helps teams control intent, targeting, bidding, creative, conversion tracking, and lead quality instead of optimizing for surface-level clicks.
Example
After a customer purchases, an advertiser’s enhanced-conversions setup can send appropriately handled, hashed first-party information to supplement measurement. The team validates the implementation and applicable consent requirements; hashing alone does not make an unsuitable data-collection practice acceptable.