Enhanced conversions for web and leads
Enhanced conversions use first-party customer data to restore attribution accuracy across privacy-sandboxed browsers. Here is how hashing and matching operate.
How Enhanced Conversions bridge the privacy gap#
Browser privacy sandboxing, third-party cookie blocking in Edge and Safari, and cross-device journeys frequently sever the link between an ad click and a conversion.
Enhanced conversions restore this measurement bridge by capturing consented first-party customer data (email, name, address) at checkout or form fill as detailed in Microsoft Enhanced Conversion Help, 2026.
Client-side SHA-256 cryptographic hashing#
Before data leaves the user's browser, the UET tag normalizes and hashes personal identifiers using the one-way SHA-256 cryptographic protocol.
Microsoft matches these anonymous hashes against authenticated Microsoft Accounts across Windows, Xbox, and Outlook.com to verify conversion attribution as documented in Microsoft UET Technical Overview, 2026.
Automatic versus manual implementation modes#
Microsoft provides two implementation methods: Automatic detection (where the UET tag automatically detects email inputs on form submission) and Manual code configuration via Google Tag Manager or direct JavaScript parameters.
Enhanced conversions for offline leads#
For B2B lead generation, Enhanced Conversions for Leads allows offline CRM sales milestone uploads to match against hashed email addresses even when the original MSCLKID parameter was lost.
Explore our Microsoft Ads Hub for complete UET implementation blueprints.
Implementation sequence for web and leads#
Follow this four-step sequence to activate Enhanced Conversions across your website forms.
- Step 1: Account Enablement Turn on Enhanced Conversions under Conversion Goal settings.
- Step 2: Method Selection Choose Automatic Tag Detection or Manual JavaScript variables.
- Step 3: Variable Mapping Map email, phone, and billing postal code variables in Tag Manager.
- Step 4: Tag Assistant Verification Verify hashed payloads using UET Tag Helper browser extension.
Frequently asked questions#
What is the difference between standard UET and Enhanced Conversions?
Standard UET relies on cookies and click IDs, while Enhanced Conversions securely sends hashed first-party user data (like email) to match conversions even when cookies are blocked.
Is customer data private when using Enhanced Conversions?
Yes, all personal identifying information is hashed client-side using SHA-256 before transmission, ensuring plaintext customer data is never exposed.
How does Automatic Enhanced Conversions work in Microsoft Ads?
Automatic detection scans standard form input fields for customer email addresses and phone numbers on form submission, hashing and sending them automatically.
Does Enhanced Conversions work with Google Tag Manager?
Yes, Microsoft UET supports GTM user-provided data variables for seamless manual Enhanced Conversion configuration.
What conversion lift does Enhanced Conversions provide?
Advertisers typically observe an incremental conversion lift of 5% to 15% from previously untracked Safari and cross-device conversions.
Read more on this topic#
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