What Are Enhanced Conversions?
If you're running Google Ads for your Shopify store, there's a good chance you're not seeing all your conversions. Not because your campaigns aren't working — but because your tracking can't keep up with how the web has changed.
Enhanced Conversions is Google's solution. It's a feature that supplements your existing conversion tracking by sending hashed first-party customer data — primarily the email address collected at checkout — alongside the standard conversion tag. Google matches that hash against its database of signed-in users to verify the conversion, even when traditional cookie-based tracking fails.
The practical impact: stores that enable Enhanced Conversions typically recover 15-20% of conversions that were previously invisible to Google Ads. Those aren't new sales — they're sales that were already happening but weren't being counted.
Privacy-Safe by Design
Customer data is hashed using SHA-256 before it leaves your site. Google receives an irreversible hash string — not the actual email or phone number. When combined with proper user consent, this approach is compatible with GDPR, CCPA, and other privacy regulations.
How Enhanced Conversions Work (Step by Step)
The concept is simple, even though the implementation can be technical. Here's what happens behind the scenes:
Note
The key insight is that Enhanced Conversions don't replace cookie-based tracking — they work alongside it. If cookies work, Google uses them. If they don't, the hashed email serves as a fallback. You're adding redundancy to your tracking, not switching methods.
Customer clicks your Google Ad
Google assigns a unique GCLID (Google Click Identifier) and the customer lands on your Shopify store. A tracking cookie is set — but this cookie may expire or be blocked depending on the customer's browser and privacy settings.
Customer completes a purchase
During Shopify's checkout, the customer enters their email, name, and shipping address. This is first-party data — information voluntarily provided to your store as part of the transaction.
Data is hashed and sent to Google
Your conversion tag (or tracking app) takes the customer's email, runs it through SHA-256 hashing to make it unreadable, and sends this hash alongside the standard conversion event. The raw email never leaves your site.
Google matches the conversion
Google compares the hash against logged-in Google account data. If there's a match, the conversion is attributed to the original ad click — regardless of whether the tracking cookie was blocked, expired, or deleted.
Why This Matters for Your Shopify Store
The benefits of Enhanced Conversions compound across your entire Google Ads operation. It's not just about seeing a higher number in the Conversions column — it changes how effectively Google can optimize your campaigns.
Recover 15-20% of Lost Conversions
Cookie restrictions, ad blockers, and cross-device journeys all cause conversions to go untracked. Enhanced Conversions recover most of this lost data by using customer email as a reliable identifier.
Better Smart Bidding Performance
Smart Bidding strategies like Target ROAS and Maximize Conversions rely on conversion data to make bidding decisions. 15% more data points means significantly better optimization — we've seen ROAS improvements of 10-25% within weeks of enabling Enhanced Conversions.
Accurate ROAS Reporting
When you're underreporting conversions by 15-20%, your ROAS looks worse than it actually is. This leads to bad decisions — cutting budget on campaigns that are actually profitable, or shifting spend away from high-performing keywords.
Future-Proof Tracking Foundation
Third-party cookies are on a clear path to irrelevance. Chrome is restricting them, Safari already limits them aggressively, and Firefox blocks known trackers by default. First-party data like customer email is becoming the foundation of all conversion measurement.
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How to Set Up Enhanced Conversions
There are two paths to enabling Enhanced Conversions on your Shopify store: manual setup through Google Tag Manager, or automated setup through a dedicated tracking app.
The manual approach involves enabling Enhanced Conversions in your Google Ads conversion settings, creating a user data variable in GTM that captures customer information from Shopify's checkout, mapping the fields correctly, and then configuring your conversion tag to include this data. Plan for 2-4 hours of technical work, and expect some debugging — field mapping issues and hashing errors are common.
The automated approach skips all of that. A tracking app like ScaleUp enables Enhanced Conversions as part of its standard installation. The app knows Shopify's checkout data structure, handles the SHA-256 hashing automatically, and sends the data in the format Google expects.
Manual Setup Risks
The manual approach requires editing GTM variables, mapping Shopify checkout fields to Google's data schema, and handling edge cases like guest checkout vs. logged-in checkout. A mistake in the hashing configuration means Google silently ignores the data — you won't see an error, just no improvement in tracked conversions.
For detailed step-by-step instructions:
Enhanced Conversions for Shopify: Complete Setup GuideCommon Mistakes That Undermine Enhanced Conversions
Even when Enhanced Conversions are enabled, they can underperform or fail entirely due to configuration errors. Here are the mistakes we see most often:
Skipping the Google Ads enablement step
Enhanced Conversions must be turned on in your Google Ads conversion settings before any tag changes take effect. Without this, your tag sends the hashed data but Google ignores it completely.
Sending unhashed customer data
If hashing isn't configured correctly, you risk sending raw email addresses to Google. This is a privacy violation and may breach GDPR or CCPA. Always verify that the data appears hashed (a 64-character hex string) in Tag Assistant before going live.
Mapping the wrong email field
Shopify stores can have multiple email fields — billing email, account email, marketing email. Map to the billing/checkout email specifically. Using the wrong field reduces match rates because the customer may have used a different email for their Google account.
Not verifying the setup is working
After enabling Enhanced Conversions, check the diagnostics in Google Ads (Tools → Conversions → your conversion action → Enhanced Conversions). The status should show "Recording" within 48-72 hours. If it shows "No data received," your configuration has an issue.
What You Should Do Now
Enhanced Conversions have moved from optional optimization to essential infrastructure. With Safari blocking cookies after 7 days, ad blockers running on 30%+ of desktops, and Chrome continuing to tighten its privacy restrictions, cookie-only tracking loses more data every quarter.
If you haven't enabled Enhanced Conversions yet, you're leaving 15-20% of your conversion data on the table — and that gap is only going to grow. The setup takes either 2-4 hours manually through GTM, or 5 minutes with a tracking app like ScaleUp that handles it automatically.
Enable Enhanced Conversions in Minutes
ScaleUp automatically sets up Enhanced Conversions with proper SHA-256 hashing, field mapping, and ongoing verification. No coding required, no GTM configuration, no maintenance.
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Written by Jamie Scott
Founder & CEO, ScaleUp
Jamie specializes in e-commerce conversion tracking, helping Shopify merchants improve their Google Ads performance through accurate data.
Helped 2,000+ Shopify merchants improve ROAS
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