Google Ads Enhanced Conversions: A Step-by-Step Setup Guide (2024)

Are your Google Ads conversions not adding up? It might be time to leverage Enhanced Conversions, a powerful tool designed to give you a more accurate picture of your campaign performance. Lets delve into How to setup enhanced conversions for Google Ads.

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What Are Enhanced Conversions?

Enhanced Conversions is a feature in Google Ads that supplements your existing conversion tracking by sending hashed (encrypted) first-party customer data (like email addresses) from your website. This hashed data is then securely matched with signed-in Google accounts, helping attribute conversions more accurately.

Why Use Enhanced Conversions?

• Improved Accuracy: Enhanced Conversions reduces the impact of cookie restrictions and cross-device discrepancies, leading to more accurate conversion measurement.
• Better Insights: Gain deeper insights into customer behavior across devices and platforms, allowing you to refine your targeting and bidding strategies.
• Enhanced Optimization: With more accurate data, Google Ads’ machine learning algorithms can work more effectively, potentially improving your campaign performance and ROI.
• Privacy-Focused: Enhanced Conversions prioritizes user privacy by hashing data before it’s sent to Google, ensuring personal information remains protected.

How to Set Up Enhanced Conversions (Step-by-Step)

There are two main ways to implement Enhanced Conversions:

1. Using the Global Site Tag (gtag.js)

• Enable Enhanced Conversions: In your Google Ads account, navigate to “Conversions,” select the desired conversion action, and turn on Enhanced Conversions.
• Choose Tag Type: Select “Global site tag” or “Google Tag Manager.”
• Follow the Instructions: Google will provide you with a code snippet to add to your website or Tag Manager.

2. Using Google Tag Manager

• Enable Enhanced Conversions: Similar to the previous method, enable the feature within your Google Ads conversion action settings.
• Choose “Google Tag Manager.”
• Create a Tag: In Tag Manager, create a new tag for Enhanced Conversions. Use the information provided by Google Ads to configure the tag.
• Fire the Tag: Set up a trigger for the tag to fire on specific events, such as page views or form submissions.

Troubleshooting & Common Issues

• Data Discrepancies: If you see discrepancies between standard conversions and Enhanced Conversions, it’s usually due to data processing differences. Enhanced Conversions data is more accurate over time.
• Technical Issues: Incorrect tag implementation or JavaScript errors on your site can hinder tracking. Use Google Tag Assistant to validate your implementation.

Best Practices for Enhanced Conversions

• Respect User Privacy: Obtain proper consent for data collection and inform users about your privacy practices.
• Use a Tag Manager: Google Tag Manager simplifies the implementation process and provides flexibility for more advanced tracking.
• Test Thoroughly: After implementation, test conversions to ensure they’re tracked accurately in Google Ads.
• Track Additional Parameters: Utilize parameters like value, currency, and transaction_id for detailed conversion data.

Frequently Asked Questions (FAQ):

• Q: Is Enhanced Conversions compliant with privacy regulations like GDPR?
  • A: Yes, Enhanced Conversions prioritizes user privacy by hashing data before it’s sent to Google. However, you’ll still need to obtain user consent and comply with applicable privacy laws.
• Q: How does data hashing work?
  • A: Hashing is a one-way encryption process that transforms data into a unique code. This code cannot be reversed to reveal the original information, safeguarding user privacy.
• Q: Does Enhanced Conversions replace my existing conversion tracking?
  • A: No, it enhances your existing setup by providing additional data points for more accurate attribution.

Official Google Resources:

• Set up enhanced conversions for web using the Google tag: https://support.google.com/google-ads/answer/13258081?hl=en-AU
• Set up enhanced conversions for leads with the Google tag: https://support.google.com/google-ads/answer/11021502?hl=en-AU
• Ads Privacy Hub: Enhanced Conversions for Web Ads: https://ads.google.com/intl/en_au/home/privacy/solutions/enhanced-conversions-for-web/

Third-Party Resources:

• Enhanced Conversions in Google Ads: Benefits and Best Practices to Unlock Its Full Power (Optmyzr): https://www.optmyzr.com/blog/enhanced-conversions-for-leads/
• What is Enhanced Conversions in Google ads? Why we should use it? (Reddit): https://www.reddit.com/r/PPC/comments/zsjwt2/what_is_enhanced_conversions_in_googl