# What are enhanced conversions?

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**Category:** Google Consent Mode
**URL:** https://www.cookieyes.com/knowledge-base/google-consent-mode/what-are-enhanced-conversions/

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**Enhanced conversions** is a Google Ads feature that improves the accuracy of conversion tracking and supports smarter bidding through privacy-safe data and conversion modeling.
How it works:
- When a customer converts, first-party data such as an email or phone number is collected.
- This data is hashed with **SHA256,** a one-way algorithm that makes it unreadable.
- The hashed data is securely sent to Google and matched with signed-in accounts that interacted with your ads.
- Google then uses this data together with [conversion modeling](https://www.cookieyes.com/knowledge-base/google-consent-mode/what-is-conversion-modeling/) to fill gaps where cookies or direct signals are missing.
This process helps confirm more conversions, improve reporting accuracy, and power better bidding strategies while keeping user data protected.
Learn more [here](https://support.google.com/google-ads/answer/9888656?hl=en).