SHA-256 Hasher
Normalize and hash PII for Enhanced Conversions. Supports email, phone, and name. Single + batch mode.
What is SHA-256 Hashing for Ad Platforms?
SHA-256 (Secure Hash Algorithm 256-bit) is the industry-standard cryptographic hash function required by all major ad platforms for Enhanced Conversions and server-side event uploads. When you upload offline conversion data that includes personally identifiable information (PII) like email addresses or phone numbers, the platform requires this data to be SHA-256 hashed before transmission.
The critical detail most people miss: normalization must happen before hashing. The same email address, formatted differently, produces a completely different hash — and the platform won't match it.
Normalization Rules by Data Type
| Data Type | Normalization Steps | Example |
|---|---|---|
| Lowercase → trim whitespace → (optional: strip Gmail dots) | John@Example.com → john@example.com | |
| Phone | Strip non-digits → apply country code → E.164 format | (555) 123-4567 → +15551234567 |
| Name | Lowercase → trim whitespace | John → john |
Platform Requirements
All four major ad platforms require SHA-256 hashing for PII:
- Google Ads Enhanced Conversions: Email (lowercase + trim + SHA-256), phone (E.164 + SHA-256), first/last name (lowercase + SHA-256)
- Meta Conversions API (CAPI): Same normalization, SHA-256 required for
em,ph,fn,lnfields - Microsoft Ads: SHA-256 hashed email for Enhanced Conversions
- TikTok Events API: SHA-256 hashed email and phone for web and offline events
Why This Tool Exists
Getting the normalization + hashing pipeline right is deceptively tricky. A single extra space, a missing lowercase step, or a phone number without the country code produces a hash that looks valid but won't match anything on the platform side. This tool lets you verify your hashing output before uploading.
For production workflows, The Upload Offline Conversions App handles normalization and hashing automatically for every conversion — no manual steps required.
Frequently Asked Questions
SHA-256 hashing is a one-way cryptographic function that converts PII (emails, phone numbers) into a fixed-length string. Ad platforms like Google Ads, Meta, and TikTok require hashing so they can match your conversion data against their user records without either party exposing raw PII. The hash is irreversible — you can't recover the original data from the hash.
No. This tool runs entirely in your browser using the Web Crypto API. Your data never leaves your device — nothing is sent to any server. You can verify this by disconnecting from the internet and confirming the tool still works.
SHA-256 is case-sensitive and whitespace-sensitive. 'John@Example.com' and 'john@example.com' produce completely different hashes. If your hash doesn't match what Google captured at click time, the conversion won't match. Normalization (lowercasing, trimming, E.164 formatting) ensures your hash matches the platform's hash.
Both are hash functions, but MD5 is considered cryptographically broken and is NOT accepted by any ad platform for Enhanced Conversions. Google Ads, Meta CAPI, Microsoft Ads, and TikTok all require SHA-256 specifically. This tool uses SHA-256 exclusively.
The Upload Offline Conversions App automatically normalizes and SHA-256 hashes all PII fields before uploading to any ad platform. Email addresses are lowercased and trimmed, phone numbers are converted to E.164 format, and names are lowercased — all before hashing. You never have to think about normalization or hashing.