What is Google Enhanced Conversions for Web?

What is Google Enhanced Conversions for Web?

Google Enhanced Conversions for Web (EC for Web) is a feature that improves the accuracy of conversion tracking by using hashed first-party customer data in a privacy-safe manner. It allows advertisers to send hashed user-provided data (such as email addresses, phone numbers, or home addresses) at the time of conversion, which is then matched with signed-in Google accounts. This helps improve conversion attribution, even in cases where traditional tracking methods (like cookies) are limited.

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