A bar graph shows increased conversions next to an up-to-date customer profile icon.

Enable more accurate conversion measurement

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.

A bar graph shows increased conversions next to an up-to-date customer profile icon.
Tennis Express logo

A strong tagging foundation and activation of enhanced conversions for web increased conversions by 114% for Tennis Express

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.

A customer conversion journey connecting a website visit to a Google account, to first-party data, to captured conversion.

How enhanced conversions for web works

When a customer converts on your website, your conversion-tracking tags help capture consented first-party data. Enhanced conversions for web hashes this data and securely matches it to signed-in Google Accounts, allowing conversions to be attributed to ads in a privacy-centric way.
A customer conversion journey connecting a website visit to a Google account, to first-party data, to captured conversion.

Frequently asked questions