Why is measurement getting harder?
As browsers restrict third-party cookies and visitors decline consent banners, the standard Google Ads conversion tag can only see a shrinking share of the users it used to track. A customer might fill in your contact form, yet that conversion never makes it into your reports. This isn't just a reporting issue — Google's Smart Bidding learns from incomplete data, meaning your budget works less efficiently. By 2026, this problem is especially pronounced in markets with strong privacy regulations like Turkey and the EU.
According to Google's own research, around this share of traffic in many sectors arrives without giving consent — making modelling essential to measure it at all.
How do enhanced conversions and Consent Mode v2 work?
Enhanced conversions take information your customer has already shared — such as the email or phone entered during checkout — hash it with one-way encryption (SHA-256), and send that hashed data to Google, which never receives raw personal data. Consent Mode v2 is the bridge between your cookie consent banner and Google's tags: when a visitor grants consent, normal measurement runs; when they decline, Google uses statistical modelling to estimate that traffic in aggregate. This modelling is fully privacy-compliant — no individual data is processed. Since 2024, Consent Mode v2 is mandatory for Google Ads accounts targeting the European Economic Area; for advertisers in Turkey, it represents solid KVKK-aligned measurement infrastructure.
- Obtain your cookie consent banner (CMP) from a Consent Mode v2-compatible provider, or update your existing setup.
- Enable enhanced conversions in your Google Ads account and add the hashing code to your checkout or contact form.
- You can manage both tags from a single interface using Google Tag Manager (GTM).
- Confirm the setup is working via the status column in the Google Ads Conversions section.
- Keep your GA4 link active — modelled conversions appear in GA4 reports as well.