Maximizing Conversion Accuracy with Google's Enhanced Conversions

In today's world it is crucial for marketers to manage accurate conversions to optimize their marketing campaigns and drive revenue. Google's Enhanced Conversions feature provides a sophisticated solution, leveraging first-party data to enhance conversion tracking while maintaining user privacy. In this guide we will talk about Enhanced Conversions, benefits of enhanced conversions, methods to implement enhanced conversions and its long term implications for advertisers.

What is Enhanced Conversions

Curious about Enhanced Conversions? Here is all you need to know about it, Enhanced Conversions is a unique feature which is specially designed to supplement existing conversion tags. Enhanced Conversions work by sending hashed first-party conversion data from your website to Google in a privacy-safe manner. 

The data which is sent includes: Customer details, name, email addresses and contact details. This data is hashed using a secure one-way algorithm (SHA256) before transmission. 

Enhanced Conversions can be implemented through the Google tag, Google Tag Manager, or the Google Ads API, enhancing the precision of conversion measurements.

Benefits of Enhanced Conversions

Here are the benefits of Enhanced Conversions:

Increased Conversion Observability

Enhanced Conversions helps entrepreneurs to recover conversions that they may have lost. Business loss conversions usually because of browser and regulatory changes but enhanced conversions save those users. They also enable the observation of new conversions from additional first-party data.

Improved Conversion Reporting

Enhanced Conversions allow us to get accurate data. With it conversion modeling becomes more reliable, which leads to improved reporting and insights.

Enhanced Bidding and Attribution

Enhanced conversions provide accurate data and this is why they improved the efficiency of bidding models (such as Target ROAS and Target CPA) and attribution models (such as Data-Driven Attribution).

Better Performance Metrics: 

Enhanced Conversions contribute to higher Return on Ad Spend (ROAS), lower Cost Per Acquisition (CPA), and greater statistical significance in incrementality studies.

How Enhanced Conversions Works?

Here is how enhanced conversions work: 

Enhanced Conversions For Web

• A user signed into their google account views your ad
• User clicks link and converts to your website
• The conversion tag captures the field you determined like users email address
• The conversion tag now hashes the data and securely sends it to Google
• The hashed data is matched against Google hashed user data and a conversion is reported in your account.

Benefits of Enhanced Conversions For Web:

• It allows to recover conversions that otherwise wouldn’t have been measured
• Enhance conversions for web improve bidding optimization through better data
• It is privacy safe with hashing of first-party customer data

Enhanced Conversions For Leads

• Users clicks your ad and lands on your website
• Now user starts browsing your website and looks for your product or service
• Now user fills a form on your website and your website sends hashed information from the form like your email address
• You store the lead information in your CRM database.
• Finally when a lead converts (e.g. becomes a customer), you upload the hashed lead information. Google matches the hashed information back to the ad that drove the lead.

User clicks on the ad and arrives on your site.

Users browse your site.

User fills in a form on your site & your website sends your hashed email address.

You store information in your CRM database.

When a lead converts you upload the hashed information.

Benefits of Enhanced Conversions for Leads:

• It allows for easy set up as it configures entirely from your Google Ads account
• It allows for better performance to optimise your campaign for sales and transactions. 
• Enhanced Conversions for Leads is flexible as it can be implemented using Google tag or with Google Tag Manager.

Differences between Enhanced conversions for web and Enhanced conversions for leads

‍

Enhanced conversions for web

• It is relevant for advertisers who want to track sales and events on their website.
• It improves measurement of online conversions.
• Enhanced conversions for the web allows you to send hashed first-party data from the website when a user converts. The data is then used to match your customers to Google accounts, which were signed-in to when they engaged with one of your ads.

Enhanced conversions for leads

• It is relevant for advertisers who want to track sales that happen off a website (for example, phone or email) from website leads.
• It improves measurement of offline transactions that came from a website lead or visitor.
• Enhanced conversions for leads allows you to use hashed, first-party user-provided data from your website lead forms for offline lead measurement. When you upload your leads, the provided hashed information is used to attribute back to the Google Ad campaign.

It is relevant for advertisers who want to track sales and events on their website.

It is relevant for advertisers who want to track sales that happen off a website (for example, phone or email) from website leads.

It improves measurement of online conversions.

It improves measurement of offline transactions that came from a website lead or visitor.

Enhanced conversions for the web allows you to send hashed first-party data from the website when a user converts. The data is then used to match your customers to Google accounts, which were signed-in to when they engaged with one of your ads.

Enhanced conversions for leads allows you to use hashed, first-party user-provided data from your website lead forms for offline lead measurement. When you upload your leads, the provided hashed information is used to attribute back to the Google Ad campaign.

Summing up Enhanced Conversion Measurement

The digital ecosystem is evolving, with increasing emphasis on privacy and data security. Enhanced Conversions are a significant step for more privacy and security. Cookies continue to degrade and enhanced conversions are a solution for marketers to optimize their marketing campaigns. 

Now businesses need to protect their user data, cookies were the basic tool to collect user data but now major web browsers like google chrome, firefox, safari browser and microsoft edge are now phasing out cookies making it harder for marketers to collect user data. Now Enhanced Conversions are designed to get accurate conversion measurement and it offers accurate data as compared to cookies.

‍