Enhanced Conversions for Shopify: Complete Setup Guide

What Are Enhanced Conversions?

Enhanced Conversions is a feature that improves the accuracy of your conversion measurement by supplementing your existing conversion tags with hashed first-party customer data.

When a customer makes a purchase, Enhanced Conversions captures their email address (and optionally phone number, name, or address), hashes it using SHA-256, and sends it to Google. Google then matches this hashed data against signed-in users to attribute conversions more accurately.

Why You Need Enhanced Conversions Now

Traditional cookie-based tracking is becoming less reliable due to:

• Browser Privacy: Safari's ITP, Firefox ETP, and Chrome's cookie phase-out
• Ad Blockers: 30-40% of users block tracking scripts
• iOS Restrictions: App Tracking Transparency limits data
• Cookie Consent: Users declining cookies aren't tracked

Enhanced Conversions work even when cookies fail because they rely on first-party data (customer email) that you already have at checkout.

Prerequisites

Before setting up Enhanced Conversions, ensure you have:

• Existing Google Ads conversion tracking working
• Access to customer email at checkout (standard on Shopify)
• Admin access to Google Ads and your Shopify store
• Google Tag Manager access (for manual setup)

Method 1: Setup with Google Tag Manager

This method requires technical knowledge but gives you full control.

function() {
  return {
    "email": {{DL - Customer Email}},
    "phone_number": {{DL - Customer Phone}},
    "address": {
      "first_name": {{DL - Customer First Name}},
      "last_name": {{DL - Customer Last Name}},
      "country": {{DL - Customer Country}}
    }
  };
}

Method 2: Automated Setup with ScaleUp

Skip the technical complexity. ScaleUp automatically configures Enhanced Conversions as part of its one-click setup.

Testing Your Setup

After enabling Enhanced Conversions, verify it's working:

In Google Ads:

1. Go to Tools → Conversions → your conversion action
2. Look for "Enhanced conversions" status
3. It should show "Recording" after a few days
4. Check the diagnostics report for any issues

With Tag Assistant:

1. Install Google Tag Assistant extension
2. Complete a test purchase
3. On the thank-you page, verify "user_data" is included in the conversion hit

Best Practices

• Email is most important: Email has the highest match rate. Phone and address are optional extras.
• Use consistent formatting: Lowercase emails, remove spaces, use E.164 format for phone numbers.
• Don't send unhashed data: Always hash before sending. ScaleUp handles this automatically.
• Monitor the diagnostics: Check Google Ads diagnostics weekly for the first month.

Get More Accurate Conversion Data Today

Enhanced Conversions is no longer optional—it's essential for accurate tracking. Whether you set it up manually or use an automated solution, the improvement in data quality will directly impact your campaign optimization.