If you want your business to be successful, you must stay ahead of the curve and take advantage of the tools at your disposal. As technology evolves, so do the tools and strategies. Enhanced conversions with Google are one of the advancements that businesses are leveraging to drive better results and maximize their ROI. But what exactly are Google’s enhanced conversions, and how can they benefit your marketing efforts? Let’s unwrap.
Understanding Google’s Enhanced Conversions
Enhanced conversions are a feature within Google that utilizes machine learning to improve the accuracy of conversion tracking and bidding. Originally, enhanced conversions were only available in Google Ads, however, their use has been extended to Google Analytics in preparation for the discontinuation of third-party data.
Traditionally, conversion tracking relies on cookies and pixels to attribute conversions to specific ad clicks. While effective to a degree, this method has limitations, such as incomplete data and inaccuracies in cross-device tracking.
Enhanced conversions address these shortcomings by incorporating additional signals beyond traditional pixel-based tracking. Per Google “It supplements your existing conversion tags by sending hashed first party conversion data from your website to Google in a privacy safe way”. This, coupled with the ability to analyze patterns and user behavior across various touchpoints, including mobile apps and websites, Google’s machine learning algorithms can provide a more comprehensive understanding of the customer journey.
How Enhanced Conversions Work
When a customer visits your website and takes a delightful bite (converts!), their data, such as email addresses or phone numbers, may be collected by conversion tracking tags.
To prioritize user privacy, this data is scrambled beforehand using a secure one-way algorithm called SHA256. This transforms the information into a unique set of characters, effectively anonymizing it before transmission to Google. Once received by Google, this data is then matched with existing signed-in Google accounts to accurately attribute conversions.
There are two types of enhanced conversions that can be set up—web and leads.
| Enhanced Conversions for Web | Enhanced Conversions for Leads |
|---|---|
| For businesses that want to track sales and events that happen on a website. | For businesses that want to track sales that happen off a website (ie: phone or email) from website leads. |
| Improves measurement of online conversions. | Improves measurement of offline transactions that came from a website lead or visitor. |
| Allows you to send hashed first-party, user-provided data from your website when a user converts. The data is then used to match your customers to Google accounts, which were signed-in to when they engaged with one of your ads. | Allows you to use hashed, first-party user-provided data from your website lead forms for offline lead measurement. When you upload your leads, the provided hashed information is used to attribute back to the Google Ad campaign. |
| Set Up: 1) Google Tag Manager 2) The Google tag 3) Google Ads API | Set Up: 1) Google Tag Manager 2) The Google tag 3) Lead form Ads 4) Google Ads API |
Key Benefits of Enhanced Conversions
Enhanced conversions are the cherry on top of your marketing strategy, delivering a host of delectable benefits such as:
- Improved Accuracy: Enhanced conversions offer a more precise measurement of your advertising impact. By capturing data from multiple sources and analyzing user behavior holistically, you gain a clearer picture of how your ads contribute to conversions across different devices and channels.
- Enhanced Cross-Device Tracking: In today’s multi-device world, consumers often switch between smartphones, tablets, and desktops throughout their purchasing journey. Enhanced conversions enable better cross-device tracking, allowing you to attribute conversions accurately regardless of the device used.
- Optimization Opportunities: With richer data insights provided by enhanced conversions, you can make more informed decisions when optimizing your ad campaigns. By understanding which touchpoints are most influential in driving conversions, you can allocate your budget more effectively and refine your targeting strategies.
- Enhanced Remarketing: Effective remarketing relies on a deep understanding of user behavior and preferences. Enhanced conversions empower you to create more personalized remarketing campaigns by leveraging comprehensive data insights. This can lead to higher engagement and conversion rates among your target audience.
The Future is Sweet with Conversion Data
Enhanced conversions with Google represent a significant advancement in the field of digital advertising, offering businesses a more accurate and comprehensive way to track and optimize their campaigns. By harnessing the power of machine learning and advanced data analysis, businesses can gain deeper insights into customer behavior, improve targeting precision, and ultimately drive better results.
Is your future looking sweet yet? Because that’s what cyberlicious® does, delivers sweet results.