In this edition of Ask a PPC, we’ll explore enhanced conversions in depth.
As businesses implement their privacy-first strategies, it’s essential for you to become familiar with enhanced conversions. We’ll cover:
- Understanding enhanced conversions.
- Step-by-step guide to setting them up.
- Importance of enhanced conversions.
Please note that this discussion is specifically centered around Google’s enhanced conversions.
What Are Enhanced Conversions?
Enhanced conversions are achieved by integrating first-party data with your Google Ads account.
This first-party data encompasses sales and lead information sourced from CRMs, along with sales data from online stores. To safeguard privacy, this data is hashed before being transmitted.
Setting up these conversions necessitates having conventional conversion tracking in place and is usually applied to primary conversion actions.
How To Set Up Enhanced Conversions
Enhanced conversions can be configured through various methods:
- Google Tag Manager: Adjust the settings of your Tag Manager and enable enhanced conversions. You’ll be prompted to accept the terms and conditions associated with enhanced conversions.
- Google Tag: Similar to Tag Manager, but dedicated solely to Google conversions. Like Tag Manager, terms of condition acceptance is required.
- Google Ads API: This option is more technical but offers greater flexibility in data sources. You’ll need to hash the transaction IDs using SHA-256 as an additional step.
One common challenge arises in formatting and connecting data. To address this, Google introduced a data connector that simplifies the process of connecting established partner data sources.
Data uploads can be performed as a one-time sync or scheduled. It’s advisable to set up at least a weekly upload unless you’re still troubleshooting.
Why Are Enhanced Conversions Important?
Model-based data is becoming essential in the era of privacy-first browsing.
As advertising platforms and search engines respond to growing demands for consumer privacy, the significance of first-party data amplifies.
Connecting conversion data is a crucial move that aids ad platforms and analytics algorithms in comprehending user interactions.
Even if a consumer declines tracking cookies initially, consenting to marketing communication later in their journey allows for strengthening the attribution path.
Furthermore, since not all platforms communicate seamlessly with each other, leveraging enhanced conversions ensures comprehensive integration of all your data sources.
Takeaways
Enhanced conversions are crafted to facilitate the utilization of first-party data, thereby enhancing the accuracy of reporting outcomes.
Despite appearing daunting, there are pathways tailored to various levels of technical proficiency. Given the shift towards a privacy-centric web, establishing enhanced conversions is paramount.
It’s worth highlighting that while enhanced conversions can benefit from conversion values, they are not obligatory.
Original news from SearchEngineJournal