Why might an advertiser use enhanced conversions for leads?

Analysis of Correct Answer(s)

• The primary purpose of Enhanced Conversions for Leads is to measure conversions that happen offline but originate from an online lead. Many businesses capture leads on their website (e.g., a "contact us" form) and then close the sale offline through a sales team.
• This feature allows an advertiser to send hashed, first-party data (like an email address or phone number) captured in their website lead form to Google.
• Later, when that lead converts into a sale offline (e.g., signs a contract), the advertiser can upload that conversion data from their CRM. Google then matches the hashed first-party data to attribute the offline sale back to the original Google Ads campaign. This provides a more complete view of ad performance.

Analysis of Incorrect Options

• To use third-party data: This is incorrect. Enhanced Conversions relies on securely hashed first-party data that the user voluntarily provides on the advertiser's website.
• To improve the measurement of online conversions: While it ultimately improves overall measurement, its specific function is not for conversions that happen entirely online. That is the function of Enhanced Conversions for Web. This question specifies "for leads," which points to the offline connection.
• To track sales and events that happen on a website: This describes standard website conversion tracking, where the entire conversion journey, from click to purchase, occurs on the website. Enhanced Conversions for Leads is specifically for when the final conversion step happens off the website.