A Google Ads feature that isn’t getting as much attention as it should in this discussion is something called enhanced conversions. Combined with Consent Mode and Google Analytics 4, enhanced conversions can further reduce the data loss caused by user consent choices.
Enhanced conversions can increase
The volume of conversion data you capture telegram number database in a privacy-safe manner. This works by replacing your existing conversion tags with hashed, first-party conversion data from your website. For example, if a user submits their email address upon conversion, Google can hash this data into an alternative string and, then, use this non-identifiable version to attribute conversions, without using any personal information.
“When a customer completes a conversion on your website, you may receive first-party customer data such as an email address, name, home address and/or phone number. This data can be captured in your conversion tracking tags, hashed, sent to Google in its hashed form and then used to enhance your conversion measurement.” – About enhanced conversions; Google Ads Help
Implementing enhanced conversions with
Consent Mode and a Consent Management mical seo: specializ strategies for clinics and healthcare professionals Platform will improve Google Ads reporting and performance across the board:
- Observed conversions: By using enhanced conversions with consent mode, Google captures more observed conversions – ie: non-modelled conversions.
- Modelling reliance: With more observed conversions attributed to your campaigns, you’re using more “real” data, which makes you less reliant on modelling.
- Modelling accuracy: Likewise, more observed conversions make modelling more accurate when you do need it.
- Automated bidding: By maximising observed conversions and improving the accuracy of conversion modelling, you’re using higher-quality data to power automated bidding in Google Ads.
- Conversion attribution: Improved data quality helps you attribute conversions to campaigns and ads with greater accuracy.
- ROAS: All of this improves return on ad spend and allows you to make informed decisions to maximise performance.
As a relatively new feature, Google is still testing
The full impact of enhanced conversions china numbers but it’s already got plenty of data on the short-term impact. Crucially, Google insights show that enhanced conversions can make an immediate impact on reporting and campaign performance.
Across search, Google is seeing an average increase of +5% in reported conversions with a significantly higher increase of +17% for customers spending on YouTube.
Need help implementing a consent management platform?
If you’re struggling with consent management and implementing a CMP with Google Analytics and other tools, our team can help. We provide a service that instals a CMP on your website and implements Google Consent Mode and Google Analytics 4, complete with enhanced conversion tracking.
If you want to find out more about our Data Analytics services, or you have any other questions, you can call us on 023 9283 0281 or fill out the contact form and we’ll be in touch.