Definition
Enhanced conversions use hashed first-party data (for example email) to improve conversion measurement when cookies or identifiers are limited.
How to use it
- Only send data you are allowed to collect and process; follow consent requirements.
- Validate match rate and deduplication to avoid double counting conversions.
Common mistakes
- Sending inconsistent identifiers (low match rate).
- Treating enhanced conversions as a replacement for incrementality measurement.
Measured as
Measure Enhanced Conversions with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Sending inconsistent identifiers (low match rate).
- Treating enhanced conversions as a replacement for incrementality measurement.
Operator takeaway
- Only send data you are allowed to collect and process; follow consent requirements.
- Validate match rate and deduplication to avoid double counting conversions.
- Use Enhanced Conversions only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself) if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Enhanced Conversions before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself): A practical guide to UTMs and GA4: consistent source/medium/campaign tagging, conversion deduplication, and common attribution traps.
- Attribution vs incrementality: what to trust, when, and how to test: A practical guide to attribution vs incrementality: common attribution models, window pitfalls, how MER/marginal ROAS fit in, and how to run holdout/geo tests.