How And Why To Use Enhanced Conversions via @sejournal, @navahf

2 months ago 22

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In this installment of Ask a PPC, we’re going to dive into enhanced conversions.

As brands get their privacy-first plans successful place, it’s captious that you consciousness comfy with enhanced conversions. We’ll dive into:

What are enhanced conversions?
How to acceptable them up.
Why they’re important.

Note that this station is exclusively focusing connected Google’s enhanced conversions.

What Are Enhanced Conversions?

Enhanced conversions are the effect of connecting first-party data to your Google Ads account.

This first-party information includes sales/lead info from CRMs, arsenic good arsenic income info from online stores. It’s hashed arsenic it’s passed done to support privacy.

These conversions necessitate you to person accepted conversion tracking acceptable up and typically are lone utilized with superior conversion actions.

enhanced conversion graphic Screenshot from Google Help article, January 2024

For the afloat write-up from Google, you tin work the company’s post here.

How To Set Up Enhanced Conversions

Enhanced conversions tin beryllium acceptable up through:

Google Tag Manager: You volition request to set the settings of your Tag Manager and crook connected enhanced conversions. There volition beryllium a punctual to judge the presumption and conditions of enhanced conversions.
Google Tag: The lone quality betwixt Tag Manager and conversion tag is that the tag manager tin incorporate each tracking pixels, whereas the Google tag volition conscionable beryllium for Google conversions. Tags necessitate presumption of information acceptance too.
Google Ads API: While the API way is much technical, it besides provides the astir flexibility connected information sources. You’ll request to bash the further measurement of hashing the transaction ids utilizing SHA – 256.

Where folks thin to get stuck is successful the formatting/connecting of data.

Google added a information connector which makes it overmuch easier to link established spouse information sources.

These information uploads tin beryllium done arsenic a one-time sync oregon scheduled.

Unless you’re inactive successful the troubleshooting phase, it’s perfect to acceptable up (at minimum), a play upload.

Why Are Enhanced Conversions Important?

Model-based information is simply a staple of the privacy-first web.

As advertisement platforms and hunt engines accommodate to expanding pressures for user privacy, first-party information becomes adjacent much important.

Taking the captious measurement of connecting conversion information helps advertisement platforms/analytics algorithms recognize what happened.

A user whitethorn not person accepted tracking cookies, but if they consented to selling connection aboriginal successful the journey, you’ll beryllium capable to enactment up the attribution path.

Additionally, not each platforms talk to each other, truthful utilizing enhanced conversions ensures you’re getting each your information sources to talk to each other.

Takeaways

Enhanced conversions are designed to marque it easier and safer for first-party information to amended reporting results.

While they mightiness look intimidating, determination is simply a way for each level of method skill. Now that we’re successful the privacy-first web, it’s captious to acceptable them up.

It’s important to enactment that enhanced conversions payment from but bash not necessitate conversion values.

Have a question astir PPC? Submit via this form or tweet maine @navahf with the #AskPPC hashtag. See you adjacent month!

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Featured Image: Paulo Bobita/Search Engine Journal