Enhanced conversions are a feature within Google Ads that improves the accuracy of conversion measurement by supplementing existing conversion tags with hashed, first-party customer data obtained from a website.
This data, which might include email addresses, names, and phone numbers, is sent to Google in a privacy-safe manner using a one-way hashing algorithm (SHA256). The hashed data is then matched with signed-in Google accounts, enabling advertisers to attribute conversions to ad interactions more effectively.
How Enhanced Conversions Work
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Conversion Trigger: When a user completes a conversion action on your website (e.g., purchase, sign-up, etc.), the existing conversion tag fires.
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Data Collection: Along with the standard conversion data, enhanced conversions also collect hashed customer data from the conversion page.
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Hashing: The customer data is converted into a unique code using the SHA256 algorithm to protect user privacy.
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Data Transmission: The hashed data is sent to Google, where it is matched with signed-in Google accounts that interacted with your ads.
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Attribution: If a match is found, the conversion is attributed to the ad interaction, providing a more accurate picture of campaign performance.
Why Enhanced Conversions Are Important for Businesses
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Improved Conversion Tracking Accuracy: Enhanced conversions help account for cross-device conversions and conversions from users who weren't signed in when they clicked an ad but later converted while signed in. This leads to a more accurate measurement of campaign effectiveness.
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Better Informed Optimization: With more accurate conversion data, businesses can make more informed decisions about budget allocation, bidding strategies, and ad creative optimization.
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Enhanced Remarketing: Enhanced conversions allow for more precise audience targeting for remarketing campaigns, as businesses can reach users who have previously converted but might not have been tracked due to cookie restrictions.
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Future-Proofing Measurement: As privacy regulations tighten and third-party cookies become obsolete, enhanced conversions offer a privacy-compliant way to track conversions and attribute them to advertising efforts.
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Maximizing ROI: By understanding the true impact of their advertising campaigns, businesses can optimize their spending and allocate resources more effectively, ultimately leading to a higher return on investment.
Who Should Use Enhanced Conversions?
Any business that relies on Google Ads for lead generation or sales can benefit from enhanced conversions. It is particularly valuable for businesses with complex conversion paths involving multiple devices or offline conversions.
Enhanced conversions are a powerful tool for advertisers seeking to improve the accuracy and effectiveness of their Google Ads campaigns. By implementing enhanced conversions, businesses can gain a deeper understanding of their customer journey, optimize their marketing strategies, and drive better results in an increasingly privacy-conscious landscape.