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Google Ads Enhanced Conversions Explained & How to Set Up

google ads enhanced conversions

Welcome to our in-depth exploration of Google Ads Enhanced Conversions! In this comprehensive guide, we’ll delve into the definition of Google Ads Enhanced Conversions, unravel the intricacies of how it works, and provide a step-by-step walkthrough on how to set it up with Google Tag Manager (GTM). Whether you’re a seasoned advertiser or just beginning your journey in the world of online advertising, understanding the nuances of Google Ads Enhanced Conversions is crucial for elevating the performance of your campaigns.

Let’s navigate through the key aspects and unlock the potential of this powerful feature!

What is Google Ads Enhanced conversion tracking? 

Google Ads Enhanced Conversions is a feature designed to enhance the precision of tracking actions people take after clicking on your ads. It contributes to a more comprehensive perspective by utilizing hashed (transformed into a different form) first-party data from your store such as email address, name, etc. This data is securely transmitted to Google, employing encryption methods using a secure one-way algorithm known as SHA256. The resulting hashed data is subsequently matched with signed-in Google accounts. It has resulted in attributing your campaign conversions to ad events such as clicks or views.

google ads enhanced conversions

By using this hashed data, advertisers can get a better understanding of what their customers are doing. This can help them optimize their ad campaigns and make their ads more effective. This procedure of hashing also guarantees the privacy of the data during transmission.

How do enhanced conversions Google Ads work?

This tool not only helps track conversions better but also lets advertisers use coded data. In order to do that, they can create personalized target groups for ads. By constructing custom audiences based on hashed customer data, advertisers can present more precise ads to their customers. While they don’t have to worry about their data privacy. How to use this coded data depends on the type of enhanced conversions you’re using, making measurements more precise.

Enhanced Conversions for Web

Enhanced Conversions for Web is a valuable tool for advertisers aiming to track sales and website events more effectively. It enhances the measurement of online conversions by allowing the sending of hashed first-party, user-provided data from your website when a user completes an action. This data is then used to link customers to Google accounts that were signed in during their interaction with your ads.

enhanced conversions for web
Source: Google

It captures and hashes first-party customer data like email addresses, names, and phone numbers in conversion tracking tags. From that, it will ensure better measurement and recovery of conversions that might have been missed. The process is privacy-safe, as it involves the secure hashing of customer data.

Enhanced Conversions for Leads

Enhanced Conversions for Leads is ideal for advertisers seeking to track sales occurring off a website, such as through phone or email, originating from website leads. It enhances the measurement of offline transactions resulting from website leads or visitors. This feature allows the utilization of hashed, first-party user-provided data from your website lead forms for offline lead measurement.

enhanced conversions for leads
Source: Google

Unlike standard offline conversion imports, it doesn’t require modifying lead forms or CRM systems to receive a Google Click ID (GCLID). Instead, it uses information already captured, like email addresses, streamlining the conversion measurement process. The benefits include easy setup from your Google Ads account, improved campaign optimization, and flexibility in implementation using either the Google tag or Google Tag Manager. If GCLID-based tracking is preferred, the existing method remains available.

Real-life example

Let’s consider a practical example to illustrate how Google Ads Enhanced Conversions Tracking works. Suppose you run an online shop that sells musical instruments.

  • Hazel sees your ad on the Google search results page, clicks on it, and goes to your online shop. Your enhanced conversions tracking tag captures Hazel’s email address, hashes it, and sends it to Google Ads.
  • On your website, Hazel explores guitars, watches video reviews, and adds the guitar she fancies to the shopping cart. However, she becomes distracted and doesn’t finalize the purchase.
  • A few days later, Hazel comes back to the website and decides to complete the purchase. Google will hash the email address that Hazel provides when confirming the order and sent to Google Ads.
  • With this email address, Google Ads can now link all conversions (pageview, video view, add to cart, and purchase) to the original ad that Hazel clicked on.

How to set up Google Ads Enhanced Conversions? 

You can set up Enhanced conversions through various methods based on how you configure data collection on your site. This guide focuses on the widely used option: configuring enhanced conversions with Google Tag Manager. Without delay, let’s walk you through the essential steps for setting up enhanced conversions.

Prepare for setting up Enhanced Conversions in Google Ads

To begin, ensure you are well-prepared for the setup process in Google Ads before moving on to Google Tag Manager (GTM) and configuration. To guide you through the preparation, follow these steps:

Step 1: In your Google Ads account, click the Goals icon.

Click on Goals

Step 2: Click the Conversions drop-down in the section menu.

set up google ads enhanced conversions 2

Step 3: Scroll down and select the Settings section.

set up google ads enhanced conversions 3

Step 4: Expand the Enhanced Conversions panel.

set up google ads enhanced conversions 4

Step 5: Tick Turn on enhanced conversions for the web.

set up google ads enhanced conversions 5

Step 6: Review the compliance statement. To enable enhanced conversions, you must confirm that you’ll comply with our policies. So that the Google Ads Data Processing Terms apply to your use of enhanced conversions. After that, you have to click Agree to acknowledge your acceptance of these terms.

Step 7: Click the drop-down menu to choose a method for setting up and managing user-provided data. Then you will select Google Tag Manager.

set up google ads enhanced conversions 7

Keep in mind that if you send enhanced conversion data to Google differently than your chosen method in Google Ads. Because the system will not process.

Step 8: If you’re uncertain about the tagging method to choose, click on Which method should I use? Then enter your website domain and click Check URL to receive suggestions.

set up google ads enhanced conversions 8

Finish setting up in Google Tag Manager

Lastly, you’ll have to navigate to Google Tag Manager to finish setting up. Choose Go to Google Tag Manager and follow the instructions below to complete the Google Tag Manager setup procedure. There are 3 methods for configuring increased conversions in Google Tag Manager:

  • Automatic Collection: This approach allows the tag to recognize user-provided data on the page automatically. Though it’s the fastest way to begin, it may not be as reliable as adding a code snippet or specifying CSS selectors on your website.
  • Code: Add a code snippet to your website that sends hashed client data for matching. This solution improves the precision of conversions by sending consistent and correctly structured data whenever your conversion tag is active. If your website code changes frequently, consider using data layer variables or the Code option.
  • Manual configuration: Choose CSS selectors or JavaScript variables manually to capture user data on your page. While more precise than automatic methods, it’s not as reliable as directly adding code to your website. If you frequently change your website’s look or CSS selectors, consider using data layer variables or the Code option instead, as it helps avoid issues with the CSS Selector method.

This setup is complex and requires a set of data layers. Your business needs a well-configured Google Tag Manager container for success. If you continue using Google Tag Manager, consult the official Google documentation for instructions and stages.

Get ready to enhance your ad tracking!

In a landscape marked by challenges in conversion tracking—thanks to changes like iOS 17, Safari ITP, and the prevalence of adblockers—measuring advertising effectiveness is more critical than ever. That’s where Google Ads Enhanced Conversions steps in as a game-changer. With its ability to adapt and provide precise data even in the face of these challenges, it ensures you can optimize your advertising spending effectively. Whether it’s enhancing ROAS or other crucial metrics, the features of Google Ads Enhanced Conversions empower you to count and attribute conversions accurately.

To enhance the accuracy of your conversion tracking, consider comparing data from Google Ads Enhanced Conversions with other tracking tools. For instance, if you operate an e-commerce store on Shopify, NestAds is a great tracking and marketing attribution tool that provides real-time data monitoring. Analyzing data from platforms like NestAds alongside Google Ads Enhanced Conversions offers deeper insights into the performance of your marketing plans. This comparison enables you to make informed decisions for optimizing your marketing strategies.

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Alice

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