Optiweb

I believe that in Google advertising, impressions are like compliments from your mother about your professional achievements: they’re certainly nice to hear, but they don’t carry the same weight as praise from your boss.

Measuring clicks and impressions is crucial for understanding the entire sales funnel, but accurately measuring conversions matters even more. You need to know if your campaigns are achieving your goals and how well they are performing. This is becoming an increasingly challenging task due to privacy concerns.

If you want to:

improve the precision of your conversion tracking in Google Ads and
link data from your leads (such as e-mail addresses or phone numbers) to their corresponding Google Ads campaigns

while respecting users’ privacy, Google’s Enhanced Conversions feature can be a game-changer.

Here are the answers to the top 5 FAQs about Google Enhanced Conversions. And if you’d like to know more, you know who to call. :)

#1 What is a Google Enhanced Conversions feature?

The Google Enhanced Conversions feature improves conversion tracking accuracy by supplementing existing conversion tags with hashed first-party customer data from websites.

The feature applies a secure one-way hashing algorithm called SHA256 to your first-party customer data, such as email addresses, before sending them to Google.

#2 Why Google Enhanced Conversions are not a-nice-to-have but a must?

Enhanced Conversions not only allow you to capture the actions users take after interacting with your ads—such as completing a form, subscribing to a newsletter, or making a purchase—but also enable smarter campaign optimization. This helps bring back returning customers and achieve better results when targeting different groups.

#3 What are the different types of Google Enhanced Conversions?

Enhanced Conversions for web

Source: Google

With Google Enhanced Conversions for web, first-party customer data, such as an email address, name, home address, or phone number, is captured in your conversion tracking tags, hashed, and sent to Google.This hashed data is then used to match your customers to Google accounts they were signed into when they engaged with one of your ads.

Benefits:

Privacy-safe solution: Protect user privacy with securely hashing first-party customer data.
Recover lost conversions: Capture and measure conversions that might otherwise go untracked.
Enhance bidding optimization: Leverage improved data accuracy to optimize your bidding strategies more effectively.
Create custom audiences: With custom audiences, you can deliver highly relevant ads to your customers while respecting their privacy.

Enhanced conversions for leads

help optimise your campaigns with data about sales that are happening off your website. But don’t worry — they can be measured from your Google Ads account.

#4 Is setting up Google Enhanced Conversions complicated?

Compared to other analytic methods, such as CAPI or Server-Side Tag Manager, setting up Google Enhanced Conversions is simpler while still offering significant benefits.