In this blog, we take a closer look at why Enhanced Conversions is a valuable asset for driving growth in your business.

Enhanced Conversions – What’s all the fuss about?

We find ourselves amidst a period of fundamental change within the digital advertising landscape. As online users’ expectations around data usage continue to rise, there is a growing need for both technological advancements and stricter privacy regulations that limit user-level tracking. In such a rapidly evolving environment, it is crucial for your  businesses to invest in solutions that offer durable and comprehensive measurement capabilities. Google’s Enhanced Conversions is one such solution that can make a substantial difference.

So, what exactly is Enhanced Conversions all about?

Enhanced Conversions are designed to enhance the accuracy of your conversion tracking and optimize your bidding strategies. It seamlessly integrates with your existing conversion tags, ensuring the secure transmission of hashed first-party conversion data from your website to Google, while prioritizing user privacy. Google then matches your hashed first-party customer data (email, phone number etc.) with signed-in Google accounts that engaged with one of your ads, resulting in better attribution of your conversions.   

What makes Enhanced Conversions a must-have for your business?

• Achieve precise conversion measurement, even in the absence of cookies.
• Experience a boost in the total number of observed conversions.
• Enjoy immediate impact on reported conversions.
• Reap significant long-term benefits for overall performance

Enhanced Conversions takes your conversion visibility to new heights. By enhancing visibility, Google’s conversion modeling becomes more precise, delivering reliable data for attribution (DDA) and bidding (tROAS/tCPA) models. The result? Improved performance, higher conversion rates (CVRs), increased return on ad spend (ROAS), and lower cost per acquisitions (CPAs).

But hey,  don’t just take our word for it. One of our clients witnessed a remarkable 25% increase in Youtube conversions and an impressive 3.2% boost in Search conversions after implementing Enhanced Conversions. Discover the full case study HERE.

How does Enhanced Conversions work?

Enhanced Conversions for Web

Picture this: a user logged into their Google account, stumbles upon your enticing ad while surfing YouTube. Fast forward to a later date, and that same user takes the plunge and converts on your website. Now comes the exciting part: your conversion tag swoops in to gather precious first-party customer data (e.g., name and email address). But wait, there’s more! To ensure the utmost privacy, this valuable information is instantly hashed and securely transmitted to Google’s virtual doorstep. At this point, Google, with its genius algorithms, matches the encrypted data with the very Google accounts that were signed-in to when they engaged with one of your ads.

The Benefits 

• Respecting Privacy: Harnessing Hashed First-Party Customer Data 
• Optimizing Bidding Strategies: Unlocking New Levels of Performance
• Discovering Hidden Conversions: Unveiling Previously Untracked Successes

Setting Up Enhanced Conversions for Web: Exploring Your Options

When it comes to implementing Enhanced Conversions for your website, you have several choices at your disposal. You can opt for: Google Tag Manager, The Google tag or the Google Ads API. 

Enhanced Conversions for Leads

So, a user clicks on one of your ads and lands on your website. They explore different sections of your site, gaining familiarity with your offerings. Eventually, their interest peaks, leading them to fill out a form, thus transforming into a potential lead for your business. At this point, your conversion tags come into play, capturing crucial first-party customer data. This valuable information may include details like their email address, name, or phone number. Once collected, the data is hashed and then sent to Google. The lead information finds its home in your CRM database, where it is securely stored. In the future, should the user-turned-lead decide to become a customer, you can then upload the hashed lead information. Google possesses the ability to match this encrypted data back to the very ad that initially attracted and engaged the lead.

Benefits 

• Optimize campaigns for offline sales and transactions.
• Configure measurement directly from your Google Ads account.

Setting Up Enhanced Conversions for Leads: Exploring Your Options

When it comes to implementing Enhanced Conversions for Leads, you have several choices at your disposal. You can opt for: Google Tag Manager or The Google tag.

Can Un-hashed Data Concerns Be Overcome?

Some businesses voiced worries over sharing un-hashed data in conversion tags and the lack of visibility into Google’s hashing process. But fear not! Google has listened and now allows pre-hashed data with conversion tags. The process for normalisation and hashing is listed HERE.  This was one of the biggest blockers for businesses considering the implementation of Enhanced Conversions. With this release, Google has effectively addressed these concerns, ensuring that Enhanced Conversions now delivers a solution that satisfies all stakeholders.

You better believe it! 

Implementing Enhanced Conversions is an absolute must-do for any business looking to up their conversion reporting game. We’re talking about next-level accuracy here. With Enhanced Conversions in place, get ready to see your CVRs soar, your ROAS reach new heights, and lower your CPA’s.

Looking for some top-notch support to implement Enhanced Conversions? Well, you’ve hit the jackpot! Our team of experts are here to help. We’ll be able to devise a tailored implementation approach to specifically meet your business’ needs. 

Get in touch at analytics@incubeta.com