Google Enhanced Conversions play a vital role in e-commerce by offering precise data on customer behavior. With this feature, specific actions CTA button clicks and form submissions can be tracked, giving a deeper understanding of user engagement and conversion paths. With Enhanced Conversions, you can fine-tune their campaigns, improve targeting accuracy, and the efficiency and effectiveness of your PPC campaigns.
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What are Google Enhanced Conversions?
Enhanced conversions improve the accuracy of your conversion measurement and enable more powerful bidding. They work by sending hashed first-party conversion data from your website to Google in a privacy-safe manner. This involves using a secure one-way hashing algorithm called SHA256 on your first-party customer data before sending it to Google. You can set up enhanced conversions with the Google tag, Google Tag Manager, or Google Ads API.
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How Google Enhanced Conversions Work
- Capture First-Party Customer Data: When a customer completes a conversion on your website, first-party customer data, like email addresses or phone numbers, is captured.
- Hashing the Data: The captured data is hashed using the SHA256 algorithm, ensuring privacy and security.
- Secure Transmission to Google: The hashed data is then securely sent to Google.
- Enhanced Conversion Measurement: The hashed data is used to match your customers to Google accounts, providing insights into user engagement with your ads.
Why Use Google Enhanced Conversions
When a website visitor completes a conversion, you may obtain first-party customer data, including email addresses, names, home addresses, and/or phone numbers. This information can be captured within your conversion tracking tags, hashed, transmitted to Google in its hashed format, and subsequently utilized to enhance your conversion measurement.
The utilization of hashed data varies based on the type of enhanced conversions employed, leading to improvements in measurement for different purposes.
Enhanced Conversions for Web
- Relevant for advertisers tracking sales and events occurring on a website.
- Enhances the measurement of online conversions.
- Allows the transmission of hashed first-party, user-provided data from your website upon user conversion. This data is then employed to associate your customers with Google accounts that were signed in when they interacted with your ads.
How to Set Up Enhanced Conversions for Web
Configure enhanced conversions for the web using one of the following three methods:
Step 1: Google Tag Manager
If you are currently utilizing Google Tag Manager for conversion tracking, you can establish enhanced conversions for the web through Google Tag Manager with minimal adjustments to your configuration.
Step 2: The Google Tag
If your conversion tracking is presently implemented using the Google tag directly on your webpage (rather than within a third-party tool or iFrame), you can set up enhanced conversions for the web using the Google tag by making slight modifications to your configuration.
Step 3: Google Ads API
For those seeking greater flexibility and control over their data and aiming to provide enhanced conversions data via API, you can set up enhanced conversions for the web using the Google Ads API.
Enhanced Conversions for Leads
- Relevant for advertisers monitoring sales originating off a website, such as through phone or email, from website leads.
- Improves the measurement of offline transactions resulting from website leads or visitors.
- Enables the utilization of hashed, first-party user-provided data from your website lead forms for offline lead measurement. When uploading your leads, the provided hashed information is used to attribute back to the corresponding Google Ad campaign.
How to Set Up Enhanced Conversions for Leads
Establish enhanced conversions for leads using one of the four following methods:
Step 1: Google Tag Manager
If you are currently using Google Tag Manager for conversion tracking, you can configure enhanced conversions for leads with Google Tag Manager, requiring only slight adjustments to your configuration.
Step 2: The Google Tag
If your conversion tracking is currently implemented using the Google tag directly on your webpage (rather than within a third-party tool or iFrame), you can set up enhanced conversions for leads with your Google tag by making slight changes to your configuration.
Step 3: Lead Form Ads
For those who have activated lead form ads, setting up enhanced conversion leads is possible without altering your tagging setup, as user-provided data is captured in a Google-hosted lead form.
Step 4: Google Ads API
If you prefer to provide enhanced conversions data via API to gain more flexibility and control over your data, you can establish enhanced conversions for leads using the Google Ads API.
Google Enhanced Conversions is a helpful tool for e-commerce businesses that are using Google Consent Mode V2 and server-side tagging. It offers greater flexibility in managing user consent for tracking and analytics. By utilizing Enhanced Conversions, you can collect important conversion data, even if users have chosen to opt out of third-party cookies through Consent Mode V2. This allows you to gain valuable insights into user behavior and improve your advertising strategies, all while adhering to privacy regulations.
