Google Search Ads 360 Enhanced Conversions

Google is a multinational technology company focusing on online advertising, search engine technology, cloud computing, and computer software. Taking advantage of the Campaign Manager 360 offline conversion API, you can leverage the "Enhanced Conversions" feature to send first-party data, while also giving the option to modify quantity and value, in the form of conversion batch updates.

The "Enhanced Conversions" (EC) in Campaign Manager 360 (CM360) API is a hybrid solution with API, which is covered by this destination, and client-side tag: See our template tag gtag - Google SA360 - Floodlight for server-side Enhanced Conversions for more details. Google still requires Floodlight tags to get conversion info from advertisers' websites.

Google recommends triggering conversion batch updates between 90 minutes and 24 hours, with the latter being the upper time limit, after the client-side Floodlight tag is fired to maximize EC matching. After 30 minutes has passed since the client-side Floodlight is fired, you can already trigger conversion batch updates, but it's suggested to follow Google recommendation as reported above. More details are available following this LINK.

Key features

The Google Search Ads 360 Enhanced Conversions destination provides the following key features:

• Events structure: our Events reference covers Google method batchupdate, meaning that your data is properly bridged to the expected fields in an optimized way.

• Prebuilt mappings: data mapping for event-based destinations happens automatically, which simplifies user inputs.

• Automatic hashing: information is automatically hashed matching partner specifications.

• Smart mapping: data mapping can be readjusted using your datalayer defined fields.

Destination setup

Before configuring this destination, you need to fullfil the following requirements:

Accept ToS

Log in to the CM360 account and choose the advertiser you want to implement EC with. On the left, open the menu Floodlight ➜ Configuration, and flag the checkbox under the Enhanced conversions section: CM360 users of agency admin and DC account manager roles should be able to accept the ToS. Note that accepting the ToS can also be done in the previous version of Search Ads 360 (SA360), but only if the CM360 advertiser controlling the floodlight configuration is linked to a SA360 advertiser. In that case, the ToS can be accepted in the linked advertiser under Advertiser Settings ➜ Advertiser Details ➜ Enhanced conversions:

Enrich you Floodlight client-side tag

Ensure that both match_id and transaction_id fields are properly set. If you're setting up your client-side tag for the first time, you may want to use our template tag gtag - Google SA360 - Floodlight for server-side Enhanced Conversions.

Configuration

Settings	Description
Floodlight Configuration Id	Required Floodlight configuration identifier of the related conversion. More details are available following this LINK. [1]
Floodlight Activity Id	Required Floodlight activity identifier of the related conversion. More details are available following this LINK. [1]
Match Id	Required A unique advertiser created identifier also to be passed in the client-side Floodlight. This can only contain letters, numbers, underscores, hyphens and periods and is case sensitive. Max 100 characters. More details are available following this LINK (See field name "match_id").
Total Quantity	Flag this option to consider the total quantity instead of the number of unique products.

[1] To find both values you can log into the CM360 account, and select the advertiser, then locate the Floodlight tab in the left panel. Open Floodlight ➜ Activities and find/create the activity you are using to receive the EC data. Values being shown, highlighted in green below, are (1) Floodlight Configuration Id (2) Floodlight Activity Id :

Quick reference

Commanders Act Events	Google Tracking API
[Any Event] [1]	conversions.batchupdate

[1] Use Destination filters to specify your matching events.

Field Mappings

Most properties can be remapped using our "Smart Mapping" feature. Google properties are set starting from the path conversions.0 or conversions.0.userIdentifiers.0 with the latter for user properties.

Commanders Act Properties	Google Properties
Floodlight Configuration Id	floodlightConfigurationId [*][1]
Floodlight Activity Id	floodlightActivityId [*][1]
Match Id	matchId [*][1]
context.event_timestamp	timestampMicros [*][2]
id	ordinal [*]
value	value [*]
items.length items.X.quantity	quantity [*][3]
user.email_sha256	hashedEmail [4]
user.phone	hashedPhoneNumber [4]
user.firstname	addressInfo.hashedFirstName [4]
user.lastname	addressInfo.hashedLastName [4]
user.street	addressInfo.hashedStreetAddress [4]
user.city	addressInfo.city
user.state	addressInfo.state
user.country	addressInfo.countryCode
user.zipcode	addressInfo.postalCode
partners.google.non_personalized_ad	nonPersonalizedAd
partners.google.child_directed_treatment	childDirectedTreatment
partners.google.limit_ad_tracking	limitAdTracking

[*] Mandatory property. [1] See Configuration for more details on these mandatory properties. [2] Milliseconds timestamp is automatically converted to microseconds. [3] See Configuration (Total Quantity) for more details. [4] Automatically normalized and hashed if passed in clear.