Overview:
Google Enhanced Conversions is a feature that can improve the accuracy of your conversion measurement and unlock more powerful bidding. It supplements your existing conversion tags by sending hashed first-party conversion data from your website to Google in a privacy-safe way. The feature uses a secure, one-way hashing algorithm called SHA-256 on your first-party customer data, such as email addresses, before sending it to Google.
Goals
- Reduce cost per action through improved data connectivity
- Optimize ads for actions that occur later in the customer journey
- Improve measurement accuracy
- Enhance event matching to further reduce the cost per action
- Increase control over your data
Source Set-up:
The website data source is the most common way to track user actions. It captures user interactions and hashed user data, which can be sent to various destinations such as ad platforms (for targeting and optimization), analytics systems, and marketing automation tools.
Destination Set-up:
The Google Enhanced Conversions destination is set up using a Google Ads Customer Account ID and an MCC Account ID, which can be created or are available in the Google Ads Manager interface. Conversion actions available in the Google Ads account are mapped to website events to track them via the Google Enhanced Conversions API.
Pre-requisites:
- A Datahash account with Website Source and Google Enhanced Conversions destination connectors enabled
- Access to the Domain Manager of your website to configure a subdomain
- Access to Google Tag Manager or your website code to implement tags
- Google Ads Manager access through a Google for Business account with access to Pixel set-up on the business website
This document will guide you through the implementation of Google Enhanced Conversions through your website as a data source.
Implementation of Google Enhanced Conversions includes the following three steps:
Step 1: Set up a sub-domain for first-party cookies
Step 2: Set up your website as a data source for Web events
