In light of rising concerns about privacy and growing legal protection offered to safeguarding personally identifiable solutions (PII), many leading tech companies, including Apple and Google, have committed to their privacy-first solutions in marketing and advertising solutions.
Google Ads Enhanced Conversion is one such method that allows Google to receive first-party user data provided on a business website which is then hashed and sent to Google, protecting PII. Google then matches this hashed data to signed in Google accounts to attribute conversions to ad events. Let’s review this in greater detail
What is Google Ads Enhanced Conversions and How Does it Meet First-Party Data Protocols?
Google Ads Enhanced Conversions work by providing marketers with a more robust method to track conversions using first-party data. Here’s a breakdown of how it operates:
Data Collection: When a user interacts with an ad and completes a conversion action (like making a purchase or signing up), Google Ads Enhanced Conversions can capture the first-party data provided by the user. This data can include email addresses, phone numbers, and other identifiers.
Hashing for Privacy: Before sending this data back to Google, it is hashed (encrypted) to ensure that the user’s privacy is maintained. This means that only anonymous, encrypted data is shared, complying with data protection regulations. In this sense, Google is protecting PII as it does not collect unhashed values of protected user data.
Integration with Website: Enhanced Conversions can be integrated directly into a website or through Google Tag Manager. This allows for seamless tracking and data collection when users convert after engaging with an advertisement.
Cross-Device Tracking: The use of first-party data enables better tracking across multiple devices. When a user clicks on an ad on one device and converts on another, Enhanced Conversions can help accurately attribute that conversion back to the original ad interaction.
Improved Attribution: By leveraging first-party data, Google Ads can provide more accurate conversion attribution. This allows marketers to see how their campaigns are performing and understand the customer journey better.
Real-Time Insights: As Enhanced Conversions provide more precise tracking and attribution, marketers can gain real-time insights into their campaigns. This helps them refine strategies, target specific audiences, and improve overall campaign performance.
By using Google Ads Enhanced Conversions, marketers can enhance their understanding of customer behavior and optimize their ad campaigns more effectively in an era where traditional tracking methods are becoming less reliable.
Different Ways to Implement Google Ads Enhanced Conversions:
Implementing Google Ads Enhanced Conversions can be achieved through various methods, depending on your technical expertise and the tools you’re using. Here are the different ways to set up Enhanced Conversions:
Google Tag Manager (GTM): If you are already using Google Tag Manager, you can set up Enhanced Conversions easily by adding the necessary tags and triggers. GTM simplifies the process by allowing you to manage tags without directly modifying your website’s code.In GTM, create a new tag for Enhanced Conversions and configure it to send first-party data (like email addresses or phone numbers) when a conversion event occurs.
Direct Integration via Google Ads Tag: If you prefer a direct integration, you can implement the Google Ads conversion tracking tag manually. You’ll need to add the conversion tracking code snippet provided by Google Ads on your thank-you or confirmation pages where conversions occur.Ensure that the first-party data is collected at the time of conversion and is sent securely with the conversion tracking tag.
Using the Google Ads API: For advanced users or developers, implementing Enhanced Conversions can be done via the Google Ads API. This approach allows for more flexibility and customization based on your specific tracking needs.By using the API, you can programmatically send conversion data, including hashed first-party information, directly to Google Ads.
E-commerce Platform Integration: Many e-commerce platforms, such as Shopify, WooCommerce, and Magento, have built-in integrations for Google Ads Enhanced Conversions. You can enable Enhanced Conversions through platform-specific settings or plugins, which often simplify the setup process.Check the documentation for your e-commerce platform to find instructions on how to activate Enhanced Conversions.
Server-Side Tagging: If you are using server-side tagging solutions, such as Google Tag Manager Server-Side, you can set up Enhanced Conversions to send first-party data from your server to Google Ads. This method enhances data privacy and reduces the risk of data loss due to browser limitations.
Server-side tagging is one of the most fool-proof ways to collect data in a first-party environment and exercise complete control over what information you wish to send to third-party platforms, such as Google Ads, while abiding by your organization’s privacy policy.
Content Management System (CMS) Plugins: Some content management systems, like WordPress, may have plugins available that facilitate the setup of Google Ads Enhanced Conversions. These plugins often provide user-friendly interfaces to configure tracking without needing to write code.
Need Help Setting Up Google Ads Enhanced Conversion Tracking?
By selecting the implementation method that best fits your expertise, resources, and existing tools, you can effectively set up Google Ads Enhanced Conversions to improve your tracking and attribution efforts.
If you are looking for help setting up enhanced conversions for your Google Ads campaigns, contact Webtage, a technical marketing analytics company. We have helped multiple businesses set up enhanced conversions for their Google Ads campaigns and helped improve attribution and returns on investment.
