Google Ads Conversions

Send identity-resolved conversions to Google Ads with more matched parameters, so Enhanced Conversions actually match.

DestinationAd platforms

About Google Ads Conversions

What Google Ads Conversions is, and why identity matters to it.

Google Ads covers search, shopping, YouTube and Performance Max — the channels where intent is highest and where attribution is hardest to hold onto.

Enhanced Conversions is Google’s mechanism for matching conversions using hashed first-party data. It only works as well as the identifiers you send, which is why server-side capture and Enhanced Conversions are effectively the same project.

How it works

How Google Ads Conversions works.

Google Ads attributes a conversion by tying it back to a click, historically through the gclid parameter carried in the landing-page URL and stored by the conversion tag. When that identifier is missing or the tag never fires, the conversion is either modelled or lost. Enhanced Conversions is Google’s answer: the advertiser sends hashed first-party data — email, phone, name and address — alongside the conversion, and Google matches it against signed-in users. Offline Conversion Import handles the reverse case, uploading conversions that happened away from the site against the original click.

With Upstack Data

Get more out of Google Ads Conversions with Upstack Data.

Enhanced Conversions works when the hashed data is there. Upstack makes sure it is: email, phone and address from the resolved customer, attached to every conversion, plus gclid restored from the graph when the browser lost it. Offline orders — phone, wholesale, in-store — can be uploaded against the original click rather than never counted. The result is fewer modelled conversions and more matched ones, which is the difference between Smart Bidding guessing and Smart Bidding knowing.

What you can do with it

Three jobs this connector does inside Google Ads Conversions.

Send complete conversions
Conversions reach Google Ads through its server-side API with restored click IDs and hashed identifiers attached, so more of what you send is matched on arrival — and the conversions you never saw stop being invisible.
Optimise on the customer you want
Map any order attribute to the conversion Google Ads receives — profit rather than revenue, new customers rather than repeat buyers, high-value orders rather than every checkout — so the platform learns from the buyers worth acquiring.
Enhanced Conversions that match
Hashed email, phone and address attached to every conversion, plus gclid restored when the browser drops it, so more conversions come back attributed rather than modelled. Offline orders can be uploaded against the original click.