Google Enhanced Conversions is a tool that can help you track and analyse the performance of your advertising campaigns. So what is 'Google Enhanced Conversions', how does it work, and how can it benefit advertisers?
What is Enhanced Conversions?
Enhanced Conversions is a feature available in Google Ads and Campaign Manager 360 designed to improve accuracy of conversion measurement for search and display campaigns. The Enhanced Conversions feature allows machine learning to optimise bidding and targeting based on the data points that are most likely to result in a conversion. This means that Google Ads will adjust bids and ad placements in real-time to show ads to the people most likely to convert.
How does Enhanced Conversions Work?
Enhanced Conversions uses tags on the advertiser’s website to collect customer data - such as email addresses or phone numbers - when users submit details as part of a purchase or lead form submission. To ensure users’ data is kept private, all of the data is hashed and sent to Google securely. Google only has access to the hashed data.
This hashed data can be used in two different ways to assist with conversion measurement:
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Enhanced Conversions for Web matches the hashed data to ad interactions from signed-in Google accounts
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Enhanced Conversions for Leads matches the hashed data to offline conversion data, such as leads from phone calls or CRM data
Why is Enhanced Conversions Important?
Over the last couple of years, accurate conversion measurement has become increasingly difficult using deterministic conversion tracking. Popular browsers including Firefox and Safari have introduced features that restrict cookie-based conversion measurement, historically a cornerstone of conversion tracking technology.
It’s no secret that Google themselves are now preparing to end the use of third-party cookies in Chrome, and savvy marketers might be left wondering how conversion tracking is going to work in the post-cookie world.
Google’s solution is multi-layered. One key aspect is the development of the Privacy Sandbox, which should include a dedicated attribution reporting API. In addition, a suite of features and technologies in Google Marketing Platform will help address the issue, including modelled conversions, Server-Side GTM, and Enhanced Conversions.
Advertisers concerned about the future accuracy of their conversion tracking should develop a roadmap to implement these GMP features - including Enhanced Conversions - before Chrome’s depreciation of third-party cookies in 2024.
What are the benefits of using Google Enhanced Conversions?
Besides helping to measure conversions in the absence of third-party cookies, there are several other key benefits to using Google Enhanced Conversions, including:
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Increased conversions: Enhanced Conversions can help ads reach the people who are most likely to convert both online and offline
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Better ROI: With more targeted advertising, advertisers can maximise ad spend and get a better return on investment
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More accurate conversion data: Enhanced Conversions uses machine learning to analyse conversion data and provide more accurate insights into performance
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Driving efficiency: By automating bidding and targeting, advertisers and marketers can save time and focus on more innovative aspects of marketing strategy
In summary...
Google Enhanced Conversions is a powerful tool that can help advertisers to measure and optimise digital ad campaigns, and mitigate some of the data loss caused by the phasing-out of third-party cookies.
At equimedia we have a wealth of experience in implementing Enhanced Conversions and other conversion tracking solutions. If you're not already using Enhanced Conversions in your GMP account, get in touch now to find out how equimedia can help!
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| Author | Ed Perry |
| Channel | Media |