What are enhanced conversions?

Enhanced conversions for gyms

Google has two flavors. Enhanced conversions for web send a hashed email or phone from your website’s own conversion, so Google can match a conversion its cookie missed. Enhanced conversions for leads are the one that matters for a gym: at the form, the email or phone is captured and hashed; when that person later becomes a member, the same hashed details are sent back with the sale, and Google matches it to the original ad click without needing the gclid.

Hashing means the email is turned into a fixed string of characters before it leaves your systems, the same way every time, so Google can compare it with the hashed email of a signed-in user without ever receiving the address itself. Two identical inputs produce identical hashes; nobody can turn the hash back into the email.

For a gym, this is the safety net under offline conversion tracking. Click IDs get lost: a redirect strips the query string, the person enquires by phone, the form was filled in on a different device. The email or phone the front desk already collects is a second way to tie the payment to the click.

It only matches what Google can recognize. A member who used one email on the form and another at the desk will not match on either. Consistent contact details at the front desk are the whole game.

Where this sits in Adsu

Adsu’s part is the send-back. Booked, showed and paid go back to Google as offline conversions and to Meta through the Conversions API. Adsu counts verified stages only: if a stage cannot be verified, it is not counted. How each platform matches a stage to a click is the platform’s business; what Adsu adds is that the stage is true before it goes, and that the click IDs and campaign identifiers were captured on the visit in the first place. See Google Ads conversion tracking for the capture side.

Related