Background:
Enhanced conversions have become an essential tool for Google Ads users looking to improve the accuracy of their conversion tracking. By securely sending hashed customer data, such as email addresses, to Google Ads, businesses can increase match rates and gain deeper insights into campaign performance. This approach bridges offline conversions with online user data, offering a clearer view of customer behavior and ad effectiveness. We assisted a client in implementing Google Ads Enhanced Conversions by configuring their Google Tag Manager (GTM) setup, enabling them to securely transmit user email addresses and improve their conversion tracking.
- Enhanced conversions improve conversion tracking by securely sending hashed customer data to Google Ads.
- This process increases match rates and provides better insights into ad effectiveness.
- We implemented a secure GTM setup to facilitate accurate data transfer and conversion tracking for a client.
Challenge:
The client faced challenges with incomplete data and low match rates in Google Ads, limiting their ability to measure ad effectiveness and optimize campaigns.
- Existing conversion tracking didn’t capture sufficient user data for reliable matching.
- Low match rates affected the accuracy of conversion reporting and ad performance evaluation.
- The client required a solution that complied with Google’s privacy policies, ensuring secure data handling.
- They needed to securely transmit hashed user data, such as email addresses, for enhanced conversion tracking.
Solution:
We implemented Enhanced Conversions using Google Tag Manager, enabling secure data collection and transmission while adhering to privacy standards.
- Configured the GTM container to capture the user’s email address during key actions, such as purchases and form submissions.
- Applied SHA-256 hashing to securely encrypt email data before sending it to Google Ads.
- Developed custom tags and triggers in GTM to ensure email data was only sent for specific conversion actions.
- Adhered to privacy standards, ensuring hashed data protected user information while enhancing conversion tracking.
- Delivered a setup that improved match rates, provided accurate conversion reporting, and enhanced the client’s ability to evaluate ad effectiveness.
Results:
- Increased match rates for Google Ads conversion tracking.
- Enhanced accuracy in reporting conversions and measuring ad performance.
- Improved insights into user behavior and campaign effectiveness.
- A secure, privacy-compliant solution that met both client needs and Google’s data requirements.
Tools Used:
- Google Tag Manager (GTM): Used to capture conversion actions and configure tags that securely send user data to Google Ads.
- Google Ads Conversion Tag: Configured with Enhanced Conversions, allowing hashed email addresses to be sent for improved matching and tracking.
- SHA-256 Hashing: Applied to email addresses within GTM before they are sent to Google Ads, ensuring data security and compliance with privacy standards.
- Google Consent Mode: Integrated to ensure user data is only collected and sent based on user consent.
