Google Ads Enhanced Conversions
Posted: Wed Dec 11, 2024 9:17 am
Google Ads is one of the most popular advertising tools in the world that allows you to display ads. One of the key elements of an effective advertising campaign in Google Ads is proper conversion tracking. Conversions are actions taken by users that are the goal of the advertising campaign, e.g. making a purchase, filling out a form, downloading a file or making a phone call.
To more effectively monitor conversions and optimize advertising campaigns, Google Ads offers a solution called enhanced conversions.
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Google Ads Enhanced Conversions
Extended conversions are additional information that allows for a more detailed analysis of the user who converted on the website. After the conversion, standard information about it is sent to the Google Ads system, along with encrypted user data. This data may include an email address, name, postal address or phone number. To ensure the security and privacy of users, Google Ads uses the SHA256 encryption mechanism to secure the transmitted data. Thanks to this, user data is protected from unauthorized access or use.
How to implement enhanced conversions in Google Ads?
If we want to use extended conversions, it is necessary to install a special tracking code on the website. This code allows you to track user actions. After installing the code, conversion data is collected automatically and can be analyzed in the Google Ads panel.
Installing the tracking code for Google Ads enhanced conversions itself shouldn't be difficult.
Configuring extended conversions
Depending on the type of enhanced conversions, we can configure:
extended conversions in online campaigns,
lead enhanced conversions.
Enhanced conversions in online campaigns
This type of enhanced conversion is recommended for twitter database advertisers who want to track sales and events on their site. The encrypted data that users provide when they convert from your site can be used to match customers to the Google accounts they were logged into when they interacted with your ads. This type of conversion improves online conversion measurement.
The benefits of using this type of extended conversions are:
Capture conversions that otherwise wouldn't be measured, allowing you to better understand your campaign's performance.
More effective bid optimization thanks to better data that allows for better tailoring of the offer to customer needs.
Privacy protection by encrypting customer data, allowing conversion information to be securely sent to Google.
They can be configured in three ways: using Google Tag Manager, using the Google Ads API, or by making minor changes to an already implemented Google tag.
How to configure?
Log in to Google Ads.
Click the Tools icon and go to the "Measurement" section.
Click Conversions, then Settings.
Expand the "Enhanced conversions" box.
Check the "Enable enhanced conversions" box.
Read the compliance statement and click "I agree" to confirm your acceptance.
Click the drop-down list and select a method to configure and manage user-provided data. Select a tagging method and follow the instructions to complete the setup process.
Enhanced conversions - Google Ads dashboard view
At Agencja KS, we most often use Google Tag Manager for configuration. We can install the code manually or automatically.
Manual Google Tag Manager Setup
Below are the steps you need to follow to manually set up rich conversions in GTM.
Log in to Google Tag Manager.
Go to the Tags section. Select the Google Ads conversion tracking tag for which you want to add enhanced conversions.
Click "Include user-provided data from your site."
Click "Select User Contributed Data Variable" and select "New Variable."
Select the manual configuration option (default).
Configure the "User-provided data" variable by selecting variables that correspond to your customer data.
We recommend using the data layer to configure user variables (e.g. email address). Data layers should be set up by the developer.
GTM View - GTM Extended Conversion Configuration Part 1
GTM View - GTM Extended Conversion Configuration Part 2
If we have an appropriately configured dataLayer variable, then all fields can be set immediately, as in the screenshot below.
To more effectively monitor conversions and optimize advertising campaigns, Google Ads offers a solution called enhanced conversions.
We will run your Google Ads campaigns
Order a free quote!
Your company email *
Phone number
Page address
Content of the inquiry
* I consent to KS Sp. z o. o. (NIP: 6852338589) sending cooperation proposals to the email address I provided and to using it for email communication for marketing purposes. I also consent to being contacted by phone in order to process my offer application.
(read more)
Google Ads Enhanced Conversions
Extended conversions are additional information that allows for a more detailed analysis of the user who converted on the website. After the conversion, standard information about it is sent to the Google Ads system, along with encrypted user data. This data may include an email address, name, postal address or phone number. To ensure the security and privacy of users, Google Ads uses the SHA256 encryption mechanism to secure the transmitted data. Thanks to this, user data is protected from unauthorized access or use.
How to implement enhanced conversions in Google Ads?
If we want to use extended conversions, it is necessary to install a special tracking code on the website. This code allows you to track user actions. After installing the code, conversion data is collected automatically and can be analyzed in the Google Ads panel.
Installing the tracking code for Google Ads enhanced conversions itself shouldn't be difficult.
Configuring extended conversions
Depending on the type of enhanced conversions, we can configure:
extended conversions in online campaigns,
lead enhanced conversions.
Enhanced conversions in online campaigns
This type of enhanced conversion is recommended for twitter database advertisers who want to track sales and events on their site. The encrypted data that users provide when they convert from your site can be used to match customers to the Google accounts they were logged into when they interacted with your ads. This type of conversion improves online conversion measurement.
The benefits of using this type of extended conversions are:
Capture conversions that otherwise wouldn't be measured, allowing you to better understand your campaign's performance.
More effective bid optimization thanks to better data that allows for better tailoring of the offer to customer needs.
Privacy protection by encrypting customer data, allowing conversion information to be securely sent to Google.
They can be configured in three ways: using Google Tag Manager, using the Google Ads API, or by making minor changes to an already implemented Google tag.
How to configure?
Log in to Google Ads.
Click the Tools icon and go to the "Measurement" section.
Click Conversions, then Settings.
Expand the "Enhanced conversions" box.
Check the "Enable enhanced conversions" box.
Read the compliance statement and click "I agree" to confirm your acceptance.
Click the drop-down list and select a method to configure and manage user-provided data. Select a tagging method and follow the instructions to complete the setup process.
Enhanced conversions - Google Ads dashboard view
At Agencja KS, we most often use Google Tag Manager for configuration. We can install the code manually or automatically.
Manual Google Tag Manager Setup
Below are the steps you need to follow to manually set up rich conversions in GTM.
Log in to Google Tag Manager.
Go to the Tags section. Select the Google Ads conversion tracking tag for which you want to add enhanced conversions.
Click "Include user-provided data from your site."
Click "Select User Contributed Data Variable" and select "New Variable."
Select the manual configuration option (default).
Configure the "User-provided data" variable by selecting variables that correspond to your customer data.
We recommend using the data layer to configure user variables (e.g. email address). Data layers should be set up by the developer.
GTM View - GTM Extended Conversion Configuration Part 1
GTM View - GTM Extended Conversion Configuration Part 2
If we have an appropriately configured dataLayer variable, then all fields can be set immediately, as in the screenshot below.