Google has updated its Enhanced Conversions feature to better connect first-party data with AI-powered matching. This change helps advertisers measure campaign performance more accurately while keeping user privacy a priority. The system now uses secure, hashed customer data from websites and apps to match conversions with ad clicks. It does this without exposing personal information.
(Google’s Enhanced Conversions Reconciles First Party Data With AI Matching.)
The update builds on Google’s existing privacy-safe measurement tools. Advertisers can send conversion data directly from their own systems. Google then uses AI to match that data with previous ad interactions. This method improves accuracy because it relies on real customer actions rather than estimates. It also reduces reliance on third-party cookies, which are being phased out across the web.
Businesses using Google Ads will see more reliable reporting on how their ads drive results. For example, if someone clicks an ad and later makes a purchase, the system can now link those events more precisely. This leads to better insights and smarter ad spending. The process happens automatically once advertisers enable Enhanced Conversions and share the necessary data fields.
Google says the new approach aligns with growing privacy regulations and user expectations. Data is encrypted and handled in a way that prevents identification of individuals. Advertisers maintain control over what information they share. The company also notes that the AI matching works across devices and platforms, giving a fuller picture of customer behavior.
(Google’s Enhanced Conversions Reconciles First Party Data With AI Matching.)
Early tests show measurable improvements in conversion tracking accuracy. Advertisers who have adopted the updated feature report clearer understanding of which campaigns deliver real business outcomes. Google continues to refine the system based on feedback and technical advances.