Enhanced Conversions Support Matrix: Platform Feature Comparison

Enhanced Conversions (PII-based matching) is supported across all major ad platforms with varying field names and requirements.

Feature Support Matrix

Feature	Google Ads	Meta	Microsoft	TikTok
PII matching	✅ ECL	✅ CAPI	✅ EC	✅ Events API
Hashed email	✅	✅	✅	✅
Hashed phone	✅	✅	✅	✅
Hashed first name	✅	✅	✅	❌
Hashed last name	✅	✅	✅	❌
City	❌	✅	❌	❌
State	❌	✅	❌	❌
Zip code	❌	✅	❌	❌
Country	❌	✅	❌	❌
Click ID + PII	✅	✅	✅	✅
PII only (no click ID)	✅	✅	✅	✅

Hashing Requirements

Requirement	Google	Meta	Microsoft	TikTok
Algorithm	SHA-256	SHA-256	SHA-256	SHA-256
Output format	Lowercase hex	Lowercase hex	Lowercase hex	Lowercase hex
Email normalize	Lowercase, trim, remove Gmail dots	Lowercase, trim	Lowercase, trim	Lowercase, trim
Phone normalize	E.164	E.164	E.164	E.164
Name normalize	Lowercase, trim	Lowercase, trim	Lowercase, trim	N/A

PII API Field Names

Data	Google Ads	Meta CAPI	Microsoft	TikTok
Email	hashed_email	user_data.em	HashedEmailAddress	email
Phone	hashed_phone_number	user_data.ph	HashedPhoneNumber	phone_number
First name	first_name	user_data.fn	FirstName	N/A
Last name	last_name	user_data.ln	LastName	N/A

What to send

None of these platforms publishes a match rate for email, phone, or a click ID. Send every identifier you actually stored. A hashed email can line up on its own. Adding the phone gives the platform a second field. Adding the click ID, when you have one, gives it the click itself. If you hash Jane@Example.com before you lowercase and trim it, it will not match jane@example.com.