Google Ads AI Essentials: Enhanced Conversions Best Practices

A guide on improving the accuracy of your conversion measurement.

About enhanced conversions

Enhanced conversions is a measurement solution that uses your first-party data to improve the accuracy of your online conversion measurement. This solution works by capturing hashed, user-provided customer data collected from a conversion page then matching it against Google’s logged-in data without compromising user privacy. This increase in observable conversion data fuels solutions powered by Google AI, such as modeled conversions and bidding optimization, to help advertisers drive better campaign performance.

Depending on which type of enhanced conversions you use, the data will be used in different ways to improve your measurement. You can enable enhanced conversions for web to supplement your existing conversion tags, or enhanced conversions for leads to use offline conversion data.

Google is committed to protecting the confidentiality and security of your data. We'll keep your data confidential and secure using the same industry-leading standards we use to protect our own users’ data. You can read more about our customer data policies and how we use your data.

Follow these requirements and best practices to successfully implement enhanced conversions.

Establish robust sitewide tagging

In order for enhanced conversions for web to work, you need to build a solid foundation of first-party data from your website. Focus on data that represents deep conversion types like subscriptions, sign-ups, and purchases. To build this, we recommend you use Google tag to ensure you've captured the conversion data that matters to you. Once tagging is set up, Google will be able to match hashed customer data to logged-in Google data to improve your conversion measurement.

If you are operating in the European Economic Area and the UK, we recommend creating a strong framework to collect and maintain users’ consent with Consent Mode.

Implement according to your conversion source

After establishing robust sitewide tagging, you should determine your implementation approach for enhanced conversions for web based on where you have designated your conversion source. Conversion sources include Google Ads, Search Ads 360, or Google Analytics 4.

If you are using Google Ads, the most efficient way to implement a conversion source path is by navigating to your conversion actions summary page. Once there, select “Turn on Enhanced Conversions.” Alternatively, you can implement enhanced conversions for web with Search Ads 360 or Google Analytics 4.

If you want to improve the measurement of your offline conversions that come from a website lead or visitor, you should use enhanced conversions for leads.

Customer Success Story

Calendly logo

Calendly, a meeting scheduling platform, wanted to get a deeper understanding of their users that signed up for an account or updated to a paid account and utilize these insights to improve their measurement and campaign performance. Using sitewide tagging and the online first-party data they collected, they implemented enhanced conversions to get a full-funnel view of their customers and ultimately achieved a 2X lift in return on ad spend.

Video Resources

Google Ads Tutorials: Enhanced Conversions

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