Enhanced conversions for leads
Matching an offline conversion to an ad click using hashed first-party data, usually an email address, rather than a click identifier. It has to be switched on in the account, and needs a Google tag collecting those addresses on the site.
Why it matters
It is how leads with no click identifier get matched at all, which for most CRM exports is most of them.
What goes wrong
Two requirements, and people usually meet one. Switching the setting on without a tag collecting addresses gives Google nothing to compare your hashes against. Treat it as complementary to click identifiers rather than a replacement: Google recommends continuing to send gclid wherever it exists.
How to check it on your own account
Google Ads, Goals, Conversions, Settings, Enhanced conversions for leads. Then confirm your Google tag is actually collecting email addresses on the form page.
Next to this
- Match rateGoogle AdsThe share of your leads carrying something Google can join back to an ad click: a click identifier, or a usable email where enhanced conversions for leads is switched on.
- GCLIDGoogle AdsThe identifier Google appends to your landing page URL when someone arrives from an ad and auto-tagging is on.
- Offline conversion importGoogle AdsSending a platform a conversion that happened outside the website, keyed on a click identifier or hashed first-party data, so it can be credited back to the original ad click.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.