What is Google Enhanced Conversions and what does it do?

Google Enhanced Conversions is a step that allows Google to collect user data as a 1st party in accordance with GDPR and this conversion tracking allows us ~to~ measure user behavior more accurately. This step is about user privacy and minimizing the use of 3rd party cookies.

How to set up Google Enhanced Conversions?

There are three different options for setting up Google Enhanced Conversions. These three options are Google Tag Manager, Global Site Tag (by editing the code in the site infrastructure or with CSS & Javascript) and API. Before choosing one of these options, you should make sure that the Google conversion code is working correctly. Then, if the enhanced conversions option is active in your Google Ads account, you can activate and save enhanced conversions.

What information do we share with Google for Enhanced Conversions?

For Enhanced Conversions, in addition to conversion codes, user e-mail, phone, name-surname and address information are shared with Google. Google synchronises this information in the background and works to give us the right data.

How do Google Enhanced Conversions work?

As an example of how Google Enhanced Conversions work, let's assume that a user who wants to buy a watch first goes on a desktop tour with their work email. The user clicks on an ad and finds a watch they like on site A, but doesn't make a purchase. 2 days later, the user goes to that site with his/her phone with his/her personal email address open, either directly or by clicking on the ad again, and buys the watch. In a scenario with Google enhanced conversions installed, the email, phone, name, surname and address information is transmitted to Google upon the purchase. Google matches the phone in the business email and the phone in the personal email of the user who made the purchase and understands that it is the same person, and thus the conversion is reflected in the ad panels depending on the attribution model you use.

Google Ads Enhanced Conversions

What is Google Enhanced Conversion?

Briefly; It is the step that allows Google to collect user data as a 1st party in accordance with GDPR, with the rapidly increasing user privacy in the world and the use of 3rd party cookies to be minimized, and enables us to measure conversion tracking and user behaviors more accurately.

What are we doing?

In addition to conversion codes; We share the user’s e-mail, phone, name-surname, and address information with Google. Google is trying to map them in the background and give us the correct data.

Example Scenario:

I want to buy a watch and went for a desktop stroll with work email. I found a watch I liked on-site by clicking on an ad, but I did not buy the watch. 2 days later, while I was sitting at home, I went to that site directly or by clicking on the ad again with my phone with my personal e-mail address open and bought the watch. In a scenario with advanced conversions installed, my e-mail, phone, name, surname, and address information were transmitted to Google after I purchased it. Google paired my work email phone with my personal email phone and recognized that I was the same person. It reflected a corresponding transformation on its advertising panels. (Depending on which attribution model you use) Without advanced conversions set up, my first trip with my work email and work computer would not be reflected in the ad reports and cross-tracking would not be possible.

How can we do?

1- With Google Tag Manager,

2- Global Site Tag (by editing our code in the site infrastructure or with CSS & Javascript)

3- API

In this article, I will try to explain 3 different installations as GTM, JSS Selector, and hardcoded.

Google Enhanced Conversions Setup with GTM

1- First, integrate your Google conversion code into your conversion page via GTM and make sure it works correctly.

2- Click on the conversion you have completed in your Google Ads account and if the option for advanced conversions is active, activate and save the advanced conversions.

Google Ads Gelişmiş Dönüşümler

3- On the GTM side, we will create a variable to pull the user information.

Get a preview via GTM and create a test order from your site.
Hover over the information (email, phone, name-surname, or address) you want to pull in the test order and right click and click review. After clicking it, it will redirect you to a different console. In this console, you will find information about the data you have selected. Make sure that the data in the right console gives only the portion of data you requested. Then get the selector information as below and save it somewhere. As an example, I’m assuming we’re moving forward from email.

Google Ads Gelişmiş Dönüşümler

Now it’s time to create a variable for the email data via GTM.

Respectively;

Google Ads Gelişmiş Dönüşümler

Again, come to the variables section, select “user-provided data” and follow the steps below.

Google Ads Gelişmiş Dönüşümler

As the last step, come to the Google Ads conversion tag that we created at the beginning and complete the following steps in order.

I re-created a test order and wanted to make sure the e-mail data was correct.

If there is no problem, publish and refresh your page on the Google side and you will see a title for your tag in the conversions section;

You can also do this for phone, name-surname, and address information. The more different data you share, the easier Google will match.

Enhanced Conversions Setup with CSS Selector

At this point, we will create the setup in a few steps with the CSS Selector. We will paste the JSS Selector part that we previously copied with GTM to the relevant place in the Google panel.

Installation by Editing the Global Site Tag

We can also install the global site tag in 2 steps.

1- We enter the following value in our Google Ads global site tag code and indicate that we allow advanced conversions.

Then we come to our order page and additionally add the code at the bottom:

Here, the variables of email, phone, and other information may be different in each infrastructure. You can learn the relevant variables from your site support team and enter them in this field.

To get the technical support regarding “Google enhanced conversions with GDPR compliance”, you can send an e-mail to [email protected] or fill out the form.

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