Gregory's Server@cuchaz "Enhanced Conversions" is Google's big push at the moment, so I'm currently spending time trying to document some best practises so that ad ops / technical marketers don't screw up their implementation to the point where they end up leaking personal information.
I'm *still* trying to get everyone on board with how to make a cookie banner actually work, instead of being ineffective privacy theater.
If you're in the UK and you want to book a flight or a holiday, one of the top brands...
@cuchaz you're likely to consider is in the middle of implementing Enhanced Conversions. They are doing it the right way by hashing your email address before sharing it with Google, but they will eventually be sharing email, phone number, name and address (is the plan).
I helped them get their cookie consent in order ~6 months ago. Prior to that they were collecting a lot of data that they should not have been.