For what reason might an advertiser opt to use enhanced conversions for leads?

Enhanced conversions for leads allow advertisers to measure offline sales and other lead qualifications that originate from website interactions. This is crucial for businesses with longer sales cycles or those that complete transactions offline, as it connects the initial online lead generation with the final offline conversion. The system uses hashed, first-party data from your website to securely match leads with offline conversions, providing a more complete picture of campaign performance. While enhanced conversions do improve the measurement of online conversions by providing more accurate data, their primary advantage for leads specifically is bridging the online-to-offline gap. They do not use third-party data, nor are they primarily for tracking sales and events that happen on a website, as standard conversion tracking already handles that.