Google Ads enhanced conversions on Shopify
What enhanced conversions send, how they differ from offline click imports, the 63 and 90 day limits, and consent rules in the EEA, UK and Switzerland.
Short answer: enhanced conversions add hashed first-party data, such as email and phone, to the conversions your Google Ads tag already records, so Google can match more of them to ad clicks. On Shopify you turn them on in Google Ads, then send the hashed fields with each purchase from the tag, from a server-side Google Tag Manager container, or through an app. In the EEA, the UK and Switzerland the shopper's consent decides whether those fields may be sent.
Enhanced conversions vs offline click imports
| Enhanced conversions for web | Offline click import | |
|---|---|---|
| Starts from | A conversion your tag records on the site | A click id you stored (GCLID, GBRAID or WBRAID) |
| Adds | Hashed email, phone, name and address | The conversion, matched to the click |
| Timing | Hashed data within 24 hours of the conversion when sent by API | Up to 90 days after the click |
| Typical use | Online purchases | Sales completed later or off the site |
GBRAID and WBRAID replace the GCLID on some iOS traffic: GBRAID when an ad on the web leads into an iOS app, WBRAID when an ad in an iOS app leads to your website. From 15 June 2026, Google rejects new click conversion uploads from developer tokens that have never uploaded before and points new integrations to its Data Manager API.
Preparing the data
- Trim spaces and convert to lowercase.
- Format phone numbers to E.164, with the country code.
- For gmail.com and googlemail.com addresses, remove dots and any plus suffix from the name part.
- Hash each field with SHA-256.
- Accept Google's customer data terms in Google Ads before sending.
Consent
Consent mode v2 adds two signals: ad_user_data for sending user data to Google for advertising, and ad_personalization for personalised advertising. Consent is required for users in the EEA, the UK and Switzerland. When a shopper declines, the conversion can still be counted without the hashed customer fields.
How TRACK ATLAS does it
TRACK ATLAS records Google Ads conversions in the browser with your tag and sends them server-side through a server-side Google Tag Manager container when the visit carries a GCLID, GBRAID or WBRAID. It adds hashed email, phone and name only when consent allows, and treats shoppers in the EEA, the UK and Switzerland without an explicit decision as declined.
Questions
What customer data do enhanced conversions use?
Email address, name, home address and phone number, normalised and hashed with SHA-256 before they leave your site or server.
How late can a conversion be sent to Google Ads?
Conversions with a GCLID can be imported up to 90 days after the click. Conversions matched only on customer data for enhanced conversions have a 63 day limit.
Do I need consent mode on Shopify?
For users in the EEA, the UK and Switzerland, Google requires consent signals: ad_user_data for sending user data and ad_personalization for personalised ads.
SOURCES
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