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Enable enhanced conversion in GA4

Enhanced Conversions help you send the default tags in GA4 like Outbound clicks, Video engagement, Site search, and many more, and also send hashed first-party customer data (like email, phone, name) to Google to improve conversion tracking—especially when cookies are limited or blocked.

Let’s get you set up step by step. I promise it’s easier than it sounds.

Step 1: Open Your GA4 Account​

Head over to https://analytics.google.com/ and select your GA4 property.

Step 2: Go to Admin Settings​

In the lower-left corner, click the gear icon (⚙️) for Admin.

Step 3: Under Property, Click on “Data Streams”​

In the Property column, under “Data Collection”, click “Data Streams .”

This is where you’ll manage Enhanced Measurement and Consent Mode (important for privacy compliance too).

Step 4: Toggle on Enhanced Conversions​

Under “Enhanced Conversions”, toggle it ON.
This lets GA4 collect hashed personal information like email or phone in a privacy-safe way.

🔐 Don’t worry—it’s all encrypted and GDPR-compliant.

Show the “Enhanced Conversions” toggle switch turned ON.

To make Enhanced Conversions truly powerful, connect your GA4 to your Google Ads account.

Here’s how:​

  1. In Admin > Product Links, click Google Ads Linking.
  2. Click “Link”, select your Google Ads account, and follow the steps.
  3. Make sure "Enable Personalized Advertising" is turned ON.

Show “Google Ads Linking” page.

Step 6: Confirm Customer Data Collection in GTM (or via GTM Assistant)​

To send customer data (email, phone, etc.) into GA4:

  • You need to capture that data on your thank-you page
  • And send it securely via GTM

If you’re using GTM Assistant, good news:

  • It already sets up enhanced conversion-friendly purchase events.

  • All you need is to ensure the customer data layer includes values like:

    {
      "email": "40479808d80329333bba2f5ed675ac8b4973f83164cedde4d46ba3099",
      "phone_number": "a1a017da0dc4cda600e0f699cc496ea4a7c13a674a67b1192a73ca235c064ac2"
    }

Show a GTM tag with Enhanced Conversion parameters mapped.

Step 7: Test & Verify​

Go to “Realtime” → “Conversions” in GA4 and test a purchase to verify it’s being tracked. If you’re running ads, Enhanced Conversions data will also start appearing in Google Ads (with better match rates!).

Realtime report showing an incoming “purchase” event.

You’re All Set!​

That’s it! You’ve enabled Enhanced Conversions in GA4, set up your customer data, and ensured better attribution across your ad campaigns. Still unsure if it's working? Send yourself a test purchase, and monitor conversions in GA4 or Google Ads over the next few hours.

Checklist:

  • GA4 Admin > Data Collection > Enable Enhanced Conversions
  • Link GA4 to Google Ads
  • Send hashed customer data via GTM or GTM Assistant
  • Use Consent Mode for GDPR/CCPA compliance
  • Test with a real transaction

Want this setup done automatically on your Shopify store?

👉 Try GTM Assistant on the Shopify App Store — your marketing team will love how easy we've made it.