I'm sure it doesn't surprise anyone that the landscape is changing due to several changes in privacy and cookie policy.
A few years ago, we lived in a fully observable world of data, such as cookies and device identifiers.
However, evolving user privacy expectations have led to additional privacy regulations and restrictions on cookies, changing how the ecosystem measures improved conversions.
What are improved conversions?
The improved conversions They are one of Google Ads measurement products focused on privacy. They were developed to help maintain accurate measurements when fewer cookies are available.
Enhanced conversions allow conversion tags to capture encrypted customer data.
Advertisers collect data on their conversion pages and compare it to Google login data.
The enhanced conversions feature is currently available for Search and YouTube in Google Ads, and we are actively working to expand it to Google Search ADS 360 and Google Analytics 4 later this year.
Benefits of Improved Conversions
Using enhanced conversions has several benefits. One of them is that in the short term advertisers will see more accurate conversion reports.
Early testers of improved conversions have seen a 5% median conversion rate increase on Search and a 17% median conversion increase on YouTube.
Requirements to use enhanced conversions
To use enhanced conversions, an advertiser must:
- Use site-wide tagging, using the Google Global Site Tag or Google Tag Manager.
- Have Google Ads conversion tracking as your conversion source.
- Have a web page where customers send data in clear text.
The enhanced conversions feature works best for deep conversion such as purchases or subscriptions where customer data is required.
Google offers advertisers a lot of flexibility in terms of how they can implement improved conversions.
Currently, there are three types of possible implementations for enhanced conversions.
- One, automatic.
- Two, manuals.
- Three, through an API.
The fastest way to implement improved conversions is automatic, because Google will guide you.
Regardless of the type of implementation an advertiser chooses, the first step is always to accept the terms of service after selecting the “Activate enhanced conversions» in the Google Ads user interface.
After accepting the terms of service, select the «Global site tag or Google Tag Manager» and press "Next".
Enter your website to search for a Google tag and select «Verify URL«.
Select «Automatic setup» and then press «Save».
If you are using Google Tag Manager, you will be prompted to access this section.
Open Google Tag Manager to finish the automatic configuration process.
If a tag is not detected, you can press
“select one manually” and then select your label type.
Advertisers looking for more deployment customization options can also edit their page code through manual configuration. For manual implementation guidelines, visit the Google Ads Help Center.
And finally, sophisticated advertisers who want to pass data from server to server can do so using the Enhanced Conversions API.
To decide which deployment option is best for you, you can request an appointment and we will explain the options that fit your business.
How will improved conversions evolve?
There are already many new and interesting features for 2022.
There are three main areas in which Google is investing.
As we have already mentioned before, improved conversions through different platforms like Search Ads 360 and Google Analytics 4 is one of them.
Second, it is helping advertisers implement improved conversions and improve troubleshooting and diagnostics.
And finally, Google is looking for collaborations and working on building integrations with a large number of third parties to make it easier to exchange data from them.
Overall, improved conversions are a critical product for future testing your measurements.
Therefore, we encourage you to browse today and we will guide you on how you should implement your improved conversions.
