Plugging the cookie gap with Enhanced Conversions
May 30, 2025
Tracking isn't what it used to be. Cookies aren’t cutting it. Ad blockers are everywhere. And your reports? Less accurate than ever.
But here's the good news: you don't need to abandon your tracking programme. You just need Enhanced Conversions.
What Is “Enhanced Conversions”?
Enhanced Conversions is an advanced feature of Google Ads, using your first-party data to improve the accuracy of conversion measurement.
Platforms like Google and Meta match your customer data securely to track conversions that would've otherwise been lost.
No more over-relying on cookies. No more under-reporting. Just better attribution. Smarter bidding. More accurate results. All while staying privacy compliant.
Why This Matters Now
Browser updates (Safari, Firefox, now Chrome) and privacy laws (GDPR, CCPA) are cracking down hard on third-party tracking.
Your bidding algorithms? They need accurate data to optimise. No data = wasted spend.
Enhanced Conversions fix this - by bringing the accuracy back, without breaking the rules.
How to Set It Up - Google Ads
You've got two options to use:
- Google Tag Manager (GTM)
- Global Site Tag (gtag.js)
You'll need:
- A Google Ads account with conversion tracking
- A website that captures customer data (email, phone, etc.)
- GTM or gtag.js installed on your site
Steps:
- Turn on EnhancedConversions in Google Ads
- Add the required code (GTM or gtag.js)
- Test it
- Monitor and optimise
Google's support doc has the full technical walkthrough.
How to Set It Up - Meta (Facebook)
With Meta, it’s the Conversions API (CAPI). CAPI uses server-side tracking, because pixels alone get blocked. CAPI keeps working.
You’ve got two options:
- Use a platform integration (Shopify, WooCommerce, etc.)
- Manually set it up via website/server code
Pro Tips:
- Always hash customer data before sending to Meta (SHA256)
- Combine Pixel with Conversions API for best results.
- Monitor performance in EventsManager to verify deduplication and match quality.
Here's Meta's setup guide if you want to roll up your sleeves.
Why Partner With Us?
Enhanced Conversions works - if you set it up correctly.
But most dev teams haven't done this before. We have.
We know where the process breaks. We know how to fix it fast. We give you a clear roadmap and the bandwidth to execute without wasting budget or time.
Want Accurate Tracking Again?
You can keep hoping the pixel works. Or you can take control.
Book your free 30-minute call with Phil.
We'll help you track what matters - no more guessing.
