Imagine a visitor researching a company on their work laptop and clicking on an ad. Later, they return to the website on their phone and make a purchase. Thanks to Enhanced Conversions in Google Ads, this visitor is registered as a single user based on first-party data. Without this setting, Google would not have been able to link the data from this visitor.
The shift towards smart bidding, broad match types, and Performance Max demonstrates that Google Ads is increasingly moving towards audience signals and first-party data. This data is crucial for improving your audience targeting.
What is first-party data?
First-party data includes information that you collect through your website, such as email subscriptions or historical customer information. There are methods to send CRM data to Google Analytics before it is sent back to Google Ads. An essential step in this process is setting up Enhanced Conversions for existing conversion actions. These enhanced conversions add more data to your conversion actions and improve the bidding process by sending first-party conversion data from your website to Google.
Benefits? If you have ever struggled with inaccurate revenue figures or mismatched data between analytics and Google Ads, you understand the value of this. With the rise of user privacy, enhanced conversions are essential for future advertising success.
of 'third parties' are less reliable.
How do you set up Enhanced Conversions?
Setting it up is straightforward. In your Google Ads account, go to Tools & Settings > Conversions. Find your primary conversion action and activate Enhanced Conversions via the Google Tag or Google Tag Manager. Make sure that first-party customer data is present on the conversion page for Google to crawl.
Additionally, you can enhance offline conversion tracking by linking your CRM to Google Ads. Google Ads provides you with a unique ID for each click that comes to your website through an ad. Store this ID in your CRM along with the conversion and revenue information for that customer.
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