Hey there Measure Geeks.
This is Sofiia from MeasureSchool.com
and today we will talk about enhanced conversion tracking.
This feature has been actively discussed in the community and this is why I decided
to record this video and to show you how to implement enhanced conversion
tracking with the help of Google Tag Manager.
And to be able to do that,
you would need your Tag Manager account with the conversion you want to turn
into an enhanced conversion, also your web page as well as your Google Ads account.
Ok, so what are enhanced conversions?
Let's have a look at the official
documentation provided by Google and you might know this feature already
from Facebook as Facebook has had that feature for a while to send user data.
So let's have a look at how it is actually working.
So a Google signed-in user views your ad, makes a conversion on your web page
and then this tag captures the user data, hashes it and sends to Google.
What does it mean hashing?
You can view it as a secret Google cipher.
I'm just kidding.
But the data is sent in a secure way
and then it is used to match your customers to Google accounts.
And by doing this you can have more accurate reports and more conversions.
So basically this is a supplement to your conversion.
This is your ad stack with the additional
information about the user including phone number, email, name, surname, etc.
Okay, so let's dive into implementation itself.
Step number one is to identify our users.
So how can we actually capture this data?
So usually we should have either purchased conversion or some kind of form
tracking because a user must provide his or her data into the field.
In my case it's purchase.
And I also have an ecommerce store built with WordPress and we are lucky to have
a plugin which is very good and it is generating the customer data for us.
So it is sending the customer data
to the web page, to the data layer which we can use.
And I'm using the plugin which is called Google Tag Manager for WordPress.
Maybe you don't have any plugging for that.
So you might ask your developer for help in this case.
Or you can use CSS selectors.
So basically when it comes to implementation, Google gives us so much
flexibility with enhanced conversion tracking.
And today I'm showing you just one of the implementation options.
Okay, so now it's time to make a test purchase which is step number two.
So let's go to our Tag Manager and let's click preview and here is my page URL.
And now let's buy this beautiful love jumper.
Great. So let's go up to our Tag Assistant
and here you can see my tag fired and if I check variables.
So this is exactly my event for firing a tag.
And let's go and choose data layer.
And here you can see the customer data.
So this customer data is stored in a data
layer and now we have to capture it somehow and pass to the Tag Manager.
How can we do it with the help of Data Layer variables.
So let's say I want to add email so I would have to copy this.
And I will go to Tag Manager variables and I have already created some variables
and I will show you just as an example how to do it.
Let's click New
Variable Configuration Data Layer Variable and let's paste it here and here
we would say Data Layer Enhanced Conversion Email.
It is always good to have your naming convention but this is just a remark.
And let's save our variable. Good.
And let's do one more to practice.
So if we go back, let's say I want to have phone.
I can copy this key here.
And if I go back to Tag Manager I click
New Variable Configuration Data Layer Variable and I should paste it here.
And let's also provide a Name Data Layer Enhanced Conversion Phone.
Great. So let's save it.
And now we can move to the next step which is modifying our tag.
Kind of upgrading our conversion.
So let's find our tag purchase.
Let's click here and one more time here.
So here we go.
And here you should find include User Provided Data from your website.
Select User Provided Data Variable, New Variable.
And here we should choose our variables for each field.
So for email I will go with email.
For phone I will choose my phone and we should do the same for each field.
Great. So now let's provide a name.
Let's say Enhanced Conversion Data and let's save our variable.
And here is our Modified tag.
So we should also save it.
And now the most exciting part of the whole process is testing. So
let's click Preview again.
Where is my shop? It's here.
So let's buy the Love jumper again.
Okay.
And before clicking place order,
let's click Inspect because we wanted to check one more thing here.
Inspect network. Okay.
And now let's click Place Order.
Amazing.
And now let's go back to our Tag Assistant and let's see what is happening here.
So this is exactly my event.
The tag fired.
This is a good sign.
And let's check our variables so you can see the variables are being populated.
Great. So they seem to be working.
And here we have the Enhanced Conversion data.
So this is exactly our variable and it seems to be working too.
Awesome. And let's go back to the Tag Manager.
Click our conversion here we can copy the label.
We could also copy in the Tag Assistant and let's paste it here in the filter.
And we should choose this Google Lead Services request.
And here we have query string parameters.
And if we scroll down we should find this em.
If you can see this em parameter, this means that the tag is picking up
and hashing the object so it seems to be working.
Good job.
So if you can see this parameter well done.
Okay.
So now we should go back to the tag manager and we can actually publish our
container because everything seems to be working well.
Let's click submit and publish. Okay.
And now the last step actually is a minor change in the Google Ads account so let's
go to Google Ads account click tools and Settings measurement conversions
and here we should find our conversion which is purchase okay.
And here enhanced conversions we should select turn on enhanced conversions
and then we can choose this option global site or Google Tag Manager because we were
doing implementation via Tag Manager and let's click next and it's asking me
for my web page URL so I can copy it here and paste it here and click check URL.
Great. And we can save it.
Awesome. And if we click back let's click one more
time on our purchase conversion and if we click diagnostics you can see this message you are
waiting to receive enhanced conversion data so it might take up to 48
hours so you would have to wait a bit and then later you should see the report.
So, I hope you manage to set up your
enhanced conversion successfully and I wish you happy measuring till next time.
All right. Thanks.
Sofiia for this great explanation.
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so we can share it to more people out there.
And if you want to see more videos
on Google Tag Manager check out this playlist right over here where we have
tons of more information for you now from everybody here at MeasureSchool.
Happy measuring.