Enhanced Conversions is a feature designed to improve conversion measurement accuracy and enhance bidding capabilities by supplementing existing conversion tags with hashed first-party data sent to Google in a privacy-safe manner. This data, such as email addresses, is hashed using the secure SHA256 algorithm before being sent to Google, ensuring privacy while allowing better conversion tracking.
Key Features:
- Data Privacy: Uses secure hashing to protect customer data and adheres to Google’s stringent data protection standards.
- Setup Options: Enhanced conversions can be implemented using the Google tag, Google Tag Manager, or Google Ads API.
Types of Enhanced Conversions:
- For Web:
- Tracks online sales or events via hashed first-party data from your website.
- Matches customer data with Google accounts for accurate conversion reporting.
- Benefits:
- Recovers otherwise unmeasured conversions.
- Optimizes bidding through improved data quality.
- Privacy-safe with hashed data handling.
- Setup: Can be configured with Google Tag Manager, Google tag, or API.
- For Leads:
- Tracks offline sales derived from website leads without requiring Google Click IDs (GCLIDs).
- Uses hashed data like email addresses to measure offline conversions.
- Benefits:
- Simple setup via Google Ads account.
- Enhances campaign optimization for offline sales.
- Flexible implementation options (Google tag, Google Tag Manager, or API).
- Setup: Supports both GCLID-based and hashed data methods.
Benefits of Enhanced Conversions:
- Better Conversion Tracking: Recovers lost conversions and improves measurement accuracy.
- Enhanced Campaign Optimization: Facilitates data-driven bidding strategies.
- Privacy-Safe Technology: Protects user data through secure hashing methods.
Implementation:
Enhanced conversions can be set up using tools like Google Tag Manager, the Google tag, or Google Ads API, depending on the level of control and flexibility desired. Google also offers third-party partner support for implementation.
By leveraging enhanced conversions, businesses can achieve improved conversion insights while maintaining high standards of data privacy and security.