Data and Tracking

Your conversions no longer arrive in the platforms

The browser route alone is no longer enough. Google offers enhanced conversions for this: first-party customer data such as email address, name, address and phone number is hashed with SHA256 and sent to Google that way g-econv. They exist for web and for leads, with the leads variant joining offline deals with website leads g-econv. The prerequisite in both cases is that the data is collected cleanly in the first place and consent for it exists g-consent.

What we do: We quantify the gap between business system and platforms, define fields and consent, build hashing and transfer and rule out double counting; your conversions arrive in the platforms, including those that happen outside the website.

By Robin Kardinal, Chief Operation Officer (COO)

Last updated on 5 October 2026

What it is about and when it becomes relevant

What enhanced conversions do

They supplement the measurement with first-party conversion data from your website tags or from imported offline events g-econv. Used are email addresses, names, home addresses and phone numbers, privacy-friendly as hash values with the one-way algorithm SHA256 g-econv.

Web or leads

The web variant targets online conversions and sends hashed customer data when someone converts. The leads variant joins first-party data from your website with imported offline leads, making deals visible that happen outside the website g-econv.

When it becomes relevant

As soon as a noticeable share of deals is missing in the platforms although they exist in the shop or the sales system. And in every business where a human sits between click and deal, say in sales.

Common mistakes and how you spot them

Data passed unhashed

How you spot itPlain-text addresses sit in the data stream. Google requires hash values per SHA256 g-econv, and anything else is a data protection problem too.

Consent not considered

How you spot itData of people who declined is being passed. Visible in the consent parameters missing from the setup g-consent.

Offline import without a shared identifier

How you spot itDeals from the sales system cannot be matched to a lead because no shared identifier travels along. The leads variant then stays ineffective g-econv.

Counted twice

How you spot itThe same order arrives from browser and server. The metrics look better than they are, and the automated steering bids too high.

How we go about it

First check where the gap arises
We compare deals in the business system with what the platforms report and quantify the gap before building anything.
Define fields and consent
Which fields get passed is a decision we take with you, and the consent for it runs in the same setup g-consent.
Build hashing and transfer
The data is hashed with SHA256 before sending g-econv; the transfer runs through the existing setup instead of a second chain.
Rule out double counting
After the rebuild we verify against the business system that the number is right, instead of just seeing that it went up.

Frequently asked questions

What are enhanced conversions?

A more accurate conversion measurement via first-party data from your website tags or imported offline events, transferred hashed with SHA256 g-econv.

Which customer data gets passed?

Email addresses, names, home addresses and phone numbers, each as a hash value g-econv. Which of them you pass is your decision.

What is the difference between enhanced conversions for web and for leads?

The web variant measures online conversions. The leads variant joins first-party data from the website with imported offline leads, showing deals outside the website g-econv.

Do I need server-side tagging for this?

Not necessarily, but it makes many things easier because fields are controlled centrally there. Google names better data quality among the reasons for the server container g-sst.

Is this exactly where you are stuck?

Write to us about where it is stuck. Robin Kardinal and the team will look at what is concretely behind it in your case, and tell you where the biggest lever sits.

Book a meeting

Sources

Every statement about ad products comes from the official documentation of the respective platform, with the date we retrieved it. Products change; if something looks outdated to you, write to us and we will check it.