1. User Clicks Your Ad on Mobile
Someone searches on Google using their phone.
They click your ad and visit your website.
2. User Shares Contact Details
Later they may:
Sign up
Enter their email
Start checkout
Submit a lead form
This creates first-party data (like email or phone number).
3. Data Is Hashed for Privacy
The contact details are:
Encrypted
Hashed
Sent securely
No raw personal data is stored or shared.
4. User Returns on Another Device
Later the same person:
Searches again on their laptop
Types your website URL
Clicks another ad
Completes the purchase
5. Google Matches the User
Google uses the hashed data to:
Recognize the same person
Connect the mobile click to the desktop conversion
Attribute the sale correctly
6. You Get Better Conversion Data
Result:
✅ More accurate ROAS
✅ Better Smart Bidding performance
✅ Fewer “lost” conversions
✅ Clearer understanding of the customer journey
