Enhanced Conversions 101

Jill Goldstein - March 6, 2024

In the ever-evolving landscape of digital marketing, staying ahead of the game is crucial for advertisers across industries, especially in the wake of the impending third-party cookie deprecation. Search Engine Marketing (SEM) continues to be a cornerstone of digital marketing, and one of the latest advancements, Enhanced Conversions (EC), is reshaping how marketers measure and optimize their campaigns. In this blog post, we’ll delve into what enhanced conversions are, how they work, and explore their benefits.

What Are Enhanced Conversions?

Enhanced Conversions represent a leap forward in SEM measurement. Going beyond traditional conversion tracking, EC supplements your existing conversion tags by sending first-party data (hashed) from your website to Google in a privacy-safe way. This feature uses the industry standard, hashing algorithm called SHA256.

How It Works

Upon a customer’s completion of a conversion on your website, you might acquire first-party customer information like email addresses, names, home addresses, or phone numbers. This information can be captured within your conversion tracking tags, hashed, transmitted to Google in its hashed format, and subsequently utilized to improve your conversion measurement.

For example:

  • A user views your YouTube ad while signed into Google
  • That user proceeds to convert through a form on your website
  • The conversion tag captures form information (email, name, etc.), hashes the information and securely sends the information to Google
  • The hashed data gets matched against Google’s hashed user data which allows a conversion to be accurately reported in your Google Ads account

Benefits Of Using Enhanced Conversions

1. Increased Conversion Observability:

Enhanced Conversions provide advertisers with a better way to track conversions. In a world without third-party cookies, advertisers will lose visibility into a good deal of conversion activity. Additionally, EC will allow advertisers to observe net new conversions from the addition of first party data.

2. Better Attribution Modeling:

Traditional conversion tracking often struggles with accurate attribution. Enhanced Conversions facilitates more accurate attribution modeling by connecting the initial ad views or clicks and following a user through the conversion process. This helps advertisers identify the touchpoints most influential in driving conversions.

3. Strategic Bidding Optimization:

By utilizing machine learning, enhanced conversions empower advertisers to refine their bidding strategies. Understanding the value of different user interactions allows for more competitive bidding on keywords likely to yield high-quality conversions.

4. Efficient Budget Allocation:

Armed with a clearer understanding of conversion drivers, advertisers can allocate budgets more efficiently. This optimization ensures resources are directed towards channels and strategies that deliver the best return on investment.

If you have any questions about Google’s Enhanced Conversions, don’t hesitate to reach out to the experts at MoreVisibility.

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