Exciting Update in Google Ads: Prepare for a significant enhancement in the realm of conversion optimisation as Google Ads unveils its latest evolution – the automatic upgrade of enhanced conversion settings from the conversion action level to the account level. Let’s delve into the intricacies of this change and its profound implications for advertisers.
Introducing Enhanced Conversions
Before we get into the update, lets start with what is Google Ads Enhanced Conversion. Enhanced conversions for web represent a powerful feature designed to enhance the accuracy of your conversion measurement efforts. By supplementing your existing conversion data, this feature facilitates the transmission of hashed first-party customer data in a privacy-safe manner. This is a step forward in the cookieless world. The hashed customer data is then cross-referenced with hashed customer data associated with signed-in Google Accounts, attributing ad events such as clicks and video views to aid in measuring your campaign conversions.
Key Advantages
One of the primary advantages of enhanced conversions is its flexibility in data provision timing. Unlike traditional methods such as tagging, which require immediate transmission of first-party data upon conversion, enhanced conversions allow for the submission of hashed first-party data up to 24 hours after the conversion event. This not only offers greater convenience but also enables you to source first-party data from diverse channels, including customer databases and CRM systems.
Expanding Data Sources
Furthermore, leveraging the Google Ads API empowers you to tap into a multitude of data sources, including customer databases and CRM systems, to enrich your conversion tracking efforts. This flexibility in data sourcing broadens your options and enhances the depth of insights derived from your conversion data.
Implementation Process
Implementing enhanced conversions via the Google Ads API involves a straightforward process of recording conversions using a standard conversion tracking tag on your website. Following the recording of a conversion, you can utilise an API connection to transmit hashed first-party data, encompassing information such as email addresses, phone numbers, names, and/or home addresses, within a 24-hour window post-conversion.
Matching Process
The hashed first-party data transmitted via the API connection undergoes a matching process against Google’s logged-in user data. Upon successful matching, a conversion event is reported within your Google Ads account, providing you with valuable insights into the effectiveness of your advertising campaigns.
Revolutionising Enhanced Conversions
Previously, advertisers grappled with configuring enhanced conversions at the conversion action level, necessitating painstaking adjustments for each individual action. However, with this update, enhanced conversions will now transcend the confines of individual actions, operating seamlessly at the broader account level. This shift marks a paradigmatic advancement, offering advertisers more control and efficiency in optimising their conversion tracking strategies.
Seamless Configuration at the Account Level
In the wake of this transformative change, the setup of enhanced conversions will be centralised within the account-level settings of Google Ads. This holistic approach encompasses adjustments across both Google tag and Google Tag Manager configurations. Gone are the days of laboriously configuring enhanced conversions for each conversion action; instead, advertisers can now orchestrate their optimisation efforts effortlessly across the entire account ecosystem.
The Strategic Imperative Behind the Transition
At the heart of this transition lies a strategic imperative to streamline the optimisation process for advertisers. By elevating enhanced conversions to the account level, Google Ads empowers advertisers to wield this powerful feature with unparalleled efficiency. The consolidation of enhanced conversions at the account level minimises redundancies and complexities, enabling advertisers to devote their resources to driving meaningful results and maximising their return on investment.
Guidance and Support for Advertisers
As advertisers navigate this transformative shift, Google Ads remains steadfast in its commitment to providing comprehensive support and guidance. For any queries or assistance pertaining to enhanced conversions, advertisers are encouraged to leverage the expertise of their dedicated Google account management team or seek assistance through support channels. Importantly, no proactive action is required from advertisers to facilitate this transition. However, for those seeking greater control, detailed instructions on opting out particular conversion actions from the account-level settings are readily available in the Help Center.
With the automatic upgrade of enhanced conversion settings to the account level, Google Ads heralds a new era of efficiency and effectiveness in conversion optimisation. By embracing this transformative change, advertisers stand poised to unlock unprecedented opportunities for success and elevate their digital advertising endeavours to new heights.
