Google Ads enhanced conversions: What you need to know

Google Ads Enhanced Conversions: What you need to know

Consumer Data privacy laws, restrictions to third-party cookies, and browser tracking updates continue to provide challenges to how we can track and monitor the performance of our Google Ads campaigns.

To help marketeers improve conversion tracking accuracy, Google has added a new feature to Google Ads called Enhanced Conversions.

What is Enhanced Conversions?

Enhanced Conversions is designed to improve the accuracy of your conversion tracking by providing first-party user provided data to your Google Ad account.

How does it work?

It assists your existing conversion tags by collecting hashed first party data (emails/phone numbers) when a user completes a conversion action such as a purchase or a contact form submission. It then sends this data to Google in a privacy-centric way.

The hashed data is then matched with signed-in Google accounts to track their path to conversion and attribute it to your campaigns. If a user clicks an ad, abandons that session and converts in a later session. Enhanced Conversions ensures that the conversion is attributed to the campaign/ad they originally clicked.

Why is it important?

Improved Conversion Tracking Accuracy

Enhanced Conversions will assist your current tracking to provide more accurate conversion data after a user has clicked an ad. It will ensure that all relevant conversion events are recorded and attributed to the correct campaigns.

Better conversion accuracy allows you to understand campaign effectiveness and manage budgets.

More optimised campaigns

With most Google Ad accounts utilising AI powered smart bidding strategies, campaigns rely on accurate conversion data for optimal performance. Enhanced Conversions will help campaign learning and provide them with the precise data they need to control bids and manage ad placements. The system can learn to allocate budget and bid more effectively for keywords that are driving significant conversion actions.

Providing Google with first party data also allows us to create more accurate custom audiences that we can use for more targeted advertising.

Future-proof tracking

User privacy, data security, browser updates, and the phasing out of third-party cookies has made traditional tracking methods less effective. Enhanced Conversions provides an accurate and future proof solution to conversion tracking.

How do I set up Enhanced Conversions?

Enhanced Conversions can be enabled in Google Ads but will also require configuration to your Google Tag manager, Google Tag, or Google Ads API. It all depends on how your existing tracking is set up.

Need help setting up Enhanced Conversions? Get in touch today