The added value of Enhanced Conversions
The longevity of 3rd party cookies is coming under increasing pressure. For example, Chrome has already announced that 3rd party cookies are going to disappear at the end of 2024.This article explains how Enhanced Conversions can help improve campaign attribution despite the limited lifespan of 3rd party cookies.
What is enhanced conversions?
Enhanced conversions is a technology that Google advertising used to improve attribution across channels. It works as follows:
- A user makes a conversion on your website and leaves personal data (e.g., E-mail address or phone number).
- The advertiser shares this data with Google Ads.
- Google uses this data to match logged-in Google users to improve attribution.
With the advantage that you can measure additional conversions that were not measurable based on cookie data. In addition, additional touch points can be assigned to a conversion, giving upper funnel channels more value.
What do you need to consider in terms of privacy?
In essence, enhanced conversions involve sharing personal data with Google Ads. Therefore, it is important to follow the guidelines of the customer data policies of Google. This says the following:
- Make sure it is incorporated into your privacy policy
- Do it only if users have given consent for it
The data is further with a hashing algorithm, SHA256 shared with Google. This is fully encrypted so no one can access it and is considered a reliable way of sharing customer data. Having doubts about your privacy policy or consent collection on a website? Then consult a lawyer for additional advice.
How do you implement Enhanced Conversions?
Enhanced Conversions can be implemented in three different ways:
Within our tagging approach, we almost always make this measurable through Google Tag Manager. Need help setting up enhanced conversions? Then contact one of our specialists soon!
How do you check if it works?
Within the conversion settings, you can see if it works. You can view this as follows:
- Go to Measurement > Conversions.
- Click on the conversion action where Enhanced Conversions is enabled.
- Then click on “diagnostics.”
If it works there will be a green check mark saying “recording enhanced conversions”.
Conclusion enhanced conversions
With our clients, we see that enhanced conversions give more conversion volume especially with upper funnel channels, such as YouTube and Display. Therefore, our advice is to use this by default when deploying Google Ads campaigns. But make sure your privacy policy and consent settings are set properly before sharing this data with Google!
