{"id":34969,"date":"2023-10-26T09:38:18","date_gmt":"2023-10-26T09:38:18","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=34969"},"modified":"2024-05-23T07:40:55","modified_gmt":"2024-05-23T11:40:55","slug":"how-to-setup-google-ads-enhanced-conversions","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/how-to-setup-google-ads-enhanced-conversions\/","title":{"rendered":"How to Setup Google Ads Enhanced Conversions"},"content":{"rendered":"

The importance of Accurate Tracking in Digital Advertising AKA Good-Bye Cookies \ud83d\udc4b\ud83d\ude2d<\/h2>\n

Privacy changes from more and more restrictions on user data collection and the use of personal data means the quality of your first-party customer data is going to be key to your tech company\u2019s future marketing success.<\/p>\n

Tracking identifiers like third-party cookies, device IDs, and UTMs will gradually disappear thanks to the latest series of user privacy updates (I\u2019m looking at you iOs17).<\/p>\n

This is where Enhanced Conversions comes in.<\/p>\n

What are Google Ads\u2019 \u201cEnhanced Conversions\u201d?<\/h2>\n

Enhanced conversions are Google\u2019s answer to third-party data depreciation and the need for better first-party customer data. The feature enhances the accuracy of conversion data while still meeting consumer privacy regulations.<\/p>\n

Google uses a patent method SHA-256 (Secure HAsh Algorithm 256 bit) to encrypt customer data uploaded into its ads platform and assigns code numbers to those data fragments that can\u2019t be reverted back.<\/p>\n

This means that the solution operates optimally when Google can correlate the uploaded customer information within their existing accounts, which would require the users to be logged into Google.<\/p>\n

This also means that there is a level of data modeling that happens when the observable data gathered through first-party conversion data uploads can\u2019t be matched. Google leverages the behavior of observed groups to predict the behavior of unobserved groups, all without identifying specific individuals.<\/p>\n

The Benefits of Enhanced Conversions<\/h2>\n

Enhanced Conversions need to be implemented sooner rather than later. Failing to do so will leave advertisers\u2019 ad accounts with no conversions recording, zero attribution, and operating budgets in the dark.<\/p>\n

By implementing Enhanced Conversions, you\u2019ll see:<\/p>\n

    \n
  1. Increases in your conversion observability by recovering lost conversions and observing the net new conversions through first-party conversion data.<\/li>\n
  2. Better modeling and overall conversion reporting since improved observability will allow Google\u2019s conversion modeling to be more accurate, aka higher data accuracy.<\/li>\n
  3. Improvement in bidding and attribution since better data is being ingested by bidding models such as tROAS\/ tCPA and attribution models (DDA).<\/li>\n
  4. Improvement in performance with higher ROAS, better CVR, lower CPA, and statistically significant outcomes in incrementality studies.<\/li>\n<\/ol>\n

    But I Have OCT, What Makes Enhanced Conversions Implementation More Efficient?<\/h2>\n

    Offline Conversion Tracking (OCT) is NOT a complete solution for Enhanced Conversions. While OCT does help improve observable data and align CRM performance by using GCLID (Google Click ID), it also requires us to modify lead forms or CRMs to store GCLID.<\/p>\n

    The enhanced conversions for leads solution takes away the need to do this modification and utilizes the first-party data provided to measure sales and transactions that happen off the client site.<\/p>\n

    This solution will be more compatible with new features that would come out in reaction to more privacy laws or restrictions.<\/p>\n

    How Enhanced Conversions Google Ads Work<\/h2>\n

    There are two layers for Enhanced Conversions:<\/p>\n

    \"enhanced<\/p>\n

    Enhanced Conversions for Web<\/h3>\n

    \"Enhanced<\/p>\n