Google Enhanced Conversions
Privacy protection measures such as GDPR, the launch of iOS14 and the disappearance of cookies by 2024 are making life increasingly difficult for marketers.
Last updated
Privacy protection measures such as GDPR, the launch of iOS14 and the disappearance of cookies by 2024 are making life increasingly difficult for marketers.
Last updated
Tracking and targeting consumers across different devices and channels will become increasingly complex. These changes also mean that subjects such as measurement and attribution, which are already complicated today, will be even more so in the future.
In concrete terms, for marketers, this will have an impact on digital strategies. In fact, we will start to see a decline in advertising performance over time, as conversions are underestimated.
In this area of change, all publishers are investing in finding alternatives and developing their own methods to respond. The solution proposed by Google, called Enhanced Conversion, makes it possible to use first-party consumer data (e.g. email purchases) to track performance and try to limit the decline in the market players' campaigns.
Add or check the Adwords account association in Connect Credentials
If you haven't already associated your account with Google Ads, click on the Add Connector button and log in using your Google Ads credentials.
Make sure you have configured conversion tracking for your website.
a . Create a conversion action
In order to set up advanced conversion tracking using the Google Ads API, you need to record conversions using a standard conversion tracking tag on the website.
Once the conversion has been recorded, you can send hashed first-party data (email address, phone number, name and/or home address, for example) via the API connection up to 24 hours after the conversion.
The hashed data sent is compared with the Google data of the logged-in user, and a conversion is recorded in the customer account.
Configuring the Google tag
Check the Google tag
In your Google Ads account, click on the Goals icon.
Click on the Conversions drop-down menu in the section menu.
Click on Summary.
In the table of conversion actions, look for the conversion action you want to check in the "Name" column, then look at the contents of the "Status" column on the same line.
With the Google Ads API, you can use advanced conversion tracking by sending first-party customer data in the form of conversion adjustments.
Find out how to implement advanced conversion tracking for the web using conversion adjustments in the Google Ads API.
In your Google Ads account, click on the Goals icon.
Click on the Conversions drop-down menu in the sections menu.
Click on Settings.
Expand the "Advanced conversion tracking for the Web" panel.
Tick the option "Enable advanced conversion tracking for the web".
Consult the declaration of conformity. Click on Accept to confirm that you agree with these conditions.
Click on the drop-down menu and choose a method for configuring and managing the data provided by the user. Select "Google Ads API".
Check that you have set up a conversion tracking tag on your website and that you are using the transaction ID feature of that tag, so that Google can match your tag conversions to your API conversions and avoid duplicates.
Warning if you don't have an order ID Google can identify a conversion without a conversion/order ID using gclid. However, your user account must have administrator rights in the Google Ads Manager accounts where the conversion action is located. Where available, this destination will also include the gclid value by searching for the following cookies in this order of priority.
More details here
Within the destinations, configure the GEC destination (see point 3. Configuring the destination).
Select a Google destination - Enhanced conversions
In Settings, set the destination parameters.
a - Define a label
b - Choose the environment
c - Select authentication (if no account is available, click on Add a new account.)
d - Configuration of event mapping with Google Ads conversion events on which to perform enhanced conversions.
You can find the event(s) in the Google Ads interface by following the "TOOLS & SETTINGS" steps
"Measurements "
"Conversions"
"Conversion action"
More details on how to create a conversion share are available by following this LINK.
e - Configuration of properties :
user.email (required)
user.phone
user.firstname
user.lastname
user.streetAddress
user.city
user.state
user.country
user.zipcode
The GEC destination checks the email, but be careful if one of the other personal properties is also configured then you need to ensure that they are all populated.
This will prevent the incomplete_any_user_identifier_is_required error from being raised.
