You can enrich the data that you provide to Google to strengthen your measurement and improve your automated bidding. Before you use conversion modelling, you should set up your Google tag. Using a Google tag ensures stronger, more accurate conversion modelling by mitigating unobserved conversions. The Google tag helps reduce disruption by unlocking multiple durable identifiers (for example, first-party cookies and PII).
Enhanced conversions for web |
- What it does: Helps improve the accuracy of your account-wide conversion measurement by increasing observable data and improving overall quality of conversion modelling. Your first-party data is matched with signed-in Google users who engaged with your ads. When a match happens, a conversion is recorded. This matching is privacy safe and happens in an encrypted environment. It uses a secure one-way hashing algorithm called SHA256 on your first-party customer data, such as email addresses, before sending to Google.
- Who it’s for: Advertisers who want to measure web conversions. Learn how to set up enhanced conversions for web manually with your global site tag or set up enhanced conversions for web manually with Google Tag Manager.
Consent mode |
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What it does: Automatically adjusts how your Google tags behave based on the cookie consent status of your users and enables Google to model for gaps in conversions.
- Who it’s for: Advertisers who want to recover conversions from users who don't consent to ads cookies through a consent banner. This is especially relevant for advertisers in the EEA, UK, CH regions whose measurement is affected by the ePrivacy Directive.
- You’ll need to have:
- Correctly implemented consent mode or the IAB Transparency & Consent Framework (TCF v2.0).
- Have an ad click threshold of 100 clicks per day, per country and domain grouping. This eligibility condition is required for basic consent mode implementation but not for advanced implementation. Learn more about consent mode eligibility
- Performance impact: Results from Google Ads have shown that, on average, conversion modelling through consent mode recovers more than half of ad-click-to-conversion journeys lost. Those results may vary depending on consent rates and your consent mode setup (for example, if you use advanced settings, you can recover two times more on average).
On-device conversion measurement |
- What it does: Helps recover observability for in-app conversions otherwise not counted as a result of decreasing The Identifier for Advertisers (IDFA) on iOS post-ATT. On-device attribution connects a user to their user-provided email, for example, collected by your app’s sign-in experience through Google Analytics for Firebase (GA4F). Our on-device conversion approach protects a user's data by ensuring that no identifying user information is sent off the device in an identifiable way. This matching and attribution is facilitated by the Google Analytics for Firebase SDK.
- Who’s it for: App developers who want to run iOS app promotion campaigns and have first-party user-provided email addresses available.
- Performance impact: Increases observable data for app campaigns, leading to improvements in measurement and modelling and enabling better performance.
