Enhanced Conversions Low Match Rate: Diagnosis and Fixes

Enhanced Conversions match rates directly impact how many offline conversions are attributed. Low rates mean lost data and weaker Smart Bidding signals.

Diagnosing Low Match Rates

Check the Diagnostics

1. Go to Goals → Conversions → your action → Diagnostics
2. Find the Enhanced conversions card
3. Review:
   • Match rate — What % matched
   • Data quality — Overall quality score
   • Issues — Specific problems detected

Common Issues by Match Rate

What the card shows	Likely cause	Fix
Nothing matched	Wrong hash algorithm (MD5) or the value was hashed twice	Use SHA-256 once, after normalizing
A few rows matched	The email was not lowercased, or the phone was not E.164, before hashing	Normalize first. Jane@Example.com will not match jane@example.com
You only sent an email	One identifier	Add the phone, and the GCLID when you stored it

Improvement Strategies

1. Fix Normalization

Wrong: SHA-256("John@EXAMPLE.com") → No match
Right: SHA-256("john@example.com") → Match ✅

2. Add More Identifiers

Each additional identifier improves match rates:

Google does not publish an expected match rate for any of these. Each extra field is another chance for the row to line up:

• Email only
• Phone only
• Email and phone
• Email, phone, and name
• GCLID plus email and phone, when you stored the click ID

3. Fix Phone Format

Must be E.164 before hashing:

Wrong: SHA-256("555-123-4567") → No match
Right: SHA-256("+15551234567") → Match ✅

Use the E.164 Formatter and SHA-256 Hasher to verify.

4. Remove Gmail Dots (Google Only)

Wrong: SHA-256("john.doe@gmail.com")
Right: SHA-256("johndoe@gmail.com")  ← Dots removed for @gmail.com

How TUOCA Maximizes Match Rates

1. Automatic normalization per platform’s rules
2. Gmail dot removal for Google uploads
3. E.164 phone formatting before hashing
4. Multi-field sending — email + phone + name when available
5. GCLID + PII dual path — maximum match coverage