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.
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Benefits of using enhanced conversions for web
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Maintain accurate measurementRecover conversions that would otherwise be lost due to browser restrictions.
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Model conversions effectivelyAccess to more observable first-party data informs machine learning models that help fill measurement gaps.
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Improve performanceStronger, smarter conversion models help you better optimize campaigns with automated solutions like Smart Bidding.
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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.
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.
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Get started with enhanced conversions for web
Want to learn more? Learn how to implement enhanced conversions for web automatically or Learn how to implement enhanced conversions for web manually