Maintain accurate measurement
Recover conversions that would otherwise be lost due to browser restrictions.
Enhanced conversions for web helps improve the accuracy of your conversion measurement by increasing the amount of observable first-party data your Google tag can collect.
Tennis Express, a US-based sports and apparel retailer, wanted to grow its first-party data, starting with building a solid tagging strategy. First identifying untagged site URLs, it grew sitewide tagging adoption to over 98% of pages using Google Tag Manager. It then activated enhanced conversions for web to increase the accuracy of conversion tracking and fuel Search campaign performance. The percentage of conversions that came from first-party cookies increased to 89% with conversions increasing across Search campaigns by 114% year over year.
Want to learn more? Learn how to implement enhanced conversions for web automatically or Learn how to implement enhanced conversions for web manually
Many advertisers experience significant fluctuations in traffic and conversions around certain holidays or events. Google’s solutions are created to give you more robust measurement and better performance for these periods, so make sure to implement any new strategies well in advance. This will ensure that your reporting and automated strategies have time to learn and adjust if necessary.
First-party customer data such as an email address, name, home address, or phone number is captured in conversion tracking tags. It’s then hashed, sent to Google in its hashed form, and used to match your customers to Google Accounts.
When a customer completes a conversion on your website, you may receive first-party customer data such as an email address, name, home address, or phone number. This data can be captured in your conversion tracking tags, hashed, sent to Google in its hashed form, and then used to help enhance your conversion measurement.
Google will only use the data you shared for enhanced conversions to provide you services, including technical support. The data can be used:
We may also offer other features you can opt in to that use your enhanced conversion data, such as incrementality studies.
Google won’t share your data with other advertisers. Where required, we may share this data to meet any applicable law, regulation, legal process, or enforceable governmental request.
Read this article to learn more about how Google uses enhanced conversion data.
You can now view the impact of your enhanced conversions with new impact results in your Conversion summary page in Google Ads. Learn more about enhanced conversions for web.
Conversions measured by importing Google Analytics goals are currently not supported by enhanced conversions for web. If you would like to use enhanced conversions for web, consider setting up a new Google Ads conversion action with the Google tag or Google Tag Manager.
From custom-designed data centers to undersea fiber cables that transfer data between continents, we operate one of the world’s most secure and reliable cloud infrastructures. It’s continuously monitored, and platform services can be automatically and instantly shifted from one facility to another for uninterrupted service.
View our data center locations.