In this video, you will learn how to set up enhanced conversions for Google Ads.
Enhanced conversions lets you send information your customers provide, like
their email addresses, to Google Ads.
This information is then used to improve the accuracy of conversions and even
understand when your customers use multiple devices before they convert.
Hey there, I'm Benjamin from Loves Data!
In this tutorial, we've going to walk through two examples.
We will setup enhanced conversions for a lead form and we will also setup
enhanced conversions for transactions.
We will be using my Squarespace demo site for both of these examples, but
you can apply the same techniques to other website platforms too.
Okay, let's head to my website.
First, let's look at the lead form example.
Let's navigate to the form.
And let's complete the form.
We can see there is a thank you message presented.
In order to configure enhanced conversions we need to send our
customer's email address or their street address to Google Ads.
Google recommends using email address, so that's what we're
going to cover in this tutorial.
We need these details to be available when the conversion occurs.
We can see we're going to have an issue with this thank you page, as
the email address we entered isn't available on the thank you page.
So I'm capturing the email address when the successful form submission
occurs using Google Tag Manager.
Let's head to Google Tag Manager to take a quick look.
Let's navigate to 'Tags'.
In this container, I'm using the 'AJAX Listener for Google Tag Manager' by Marko.
I'm using this because forms on Squarespace sites aren't
tracked by the built-in form validation in Google Tag Manager.
And just to highlight, I've already added a Google Ads conversion
tags and a Conversion Linker tag.
We will come back and edit the conversion tags in a moment.
Okay, now let's navigate to 'Triggers'.
We can see I've already created a trigger that will fire the Google
Ads conversion tags when the form is submitted on the website.
Now let's navigate to 'Variables'.
We can see there are a number of variables for the 'AJAX Listener' solution.
And scrolling down.
We can see a user-defined variable that captures the email address from the
form field when the form is submitted.
The way you capture the email address for customers will depend on your website.
You can use JavaScript to capture the value from the form field like I have, or
ideally, you would push the information to the data layer and create a data
layer variable in Google Tag Manager.
Now to send email addresses to Google Ads we need to create a new
variable, so let's click 'New'.
Let's name the variable 'Google Ads Form User Provided Data'.
And let's select 'Variable Configuration'.
Now let's scroll down.
And choose 'User Provided Data' as the variable type.
Now let's select the drop-down under 'Email'.
And let's choose my email address variable.
We've going to skip the other variables, but if you have this information, then
you can pass this to Google Ads too.
Now let's save the variable.
And let's navigate back to 'Tags'.
Now let's select the Google Ads conversion tag for the form submission.
And let's select 'Tag Configuration' to edit the tag.
Now we need to enable the option to include user-provided
data from our website.
And we can select the user provided data variable we just created.
Now we can save the tag.
And let's click 'Preview'.
Enter the URL for our website.
And click 'Connect'.
Now let's navigate to the form.
Enter our details.
And submit the form.
Now let's select the tag assistant tab.
And we can see the Google Ads conversion tag has fired.
I'm going to select the data layer event that fired the tag.
Let's select the tag.
And click 'Show More'.
We can see the email address is being sent to Google Ads for enhanced conversions.
Now that we've covered how to pass the email address from a lead form to
Google Ads for enhanced conversions let's take a look at how we can pass
the email address for a transaction.
Let's start by looking at how we can capture the email
address used for a transaction.
To do this, let's head to Squarespace.
And let's select 'Settings'.
Then 'Advanced'.
And let's choose 'Code Injection'.
If we scroll to the bottom, we can see the option to add code
to the order confirmation page.
And we can see I've already added a data layer to capture
the basic transaction details.
Let's modify this.
Let's add 'customer', 'underscore', 'email'.
And then enter the option to inject the email address into the data layer.
This will mean we can use a variable to pass the email
address to our Google Ads tag.
Let's save this.
And let's head to Google Tag Manager.
Now, let's navigate to 'Variables'.
And let's create a new variable.
Let's name the variable 'Purchase Email'.
And let's select 'Data Layer Variable' as the type.
Now let's enter 'ecommerce', 'dot', 'customer', 'underscore', 'email'
as the data layer variable name.
And let's save the variable.
Now let's create another variable.
Let's name the variable 'Google Ads Form User Provided Data Transaction'.
Let's select 'User Provided Data' as the variable type.
Choose 'Manual Configuration'.
And select the variable we just created for the email address.
Let's save the variable.
Next, we need to create a trigger.
So let's navigate to 'Triggers'.
And let's create a new trigger.
Let's name the trigger 'Purchase'.
Select 'Custom Event' as the trigger type.
And let's enter 'Purchase' as the event name.
Now let's save the trigger.
Now let's navigate to 'Tags'.
And let's create a new tag.
Let's name the tag 'Google Ads Conversion Tracking Purchase'.
And let's select 'Google Ads Conversion Tracking' as the tag type.
Now we need to enter our conversion ID.
And our conversion label.
For your tag, you will want to use variables to pass additional
information about the transaction, including value, transaction
ID, and currency to Google Ads.
But for today, I just want to focus on enhanced conversions, so
I'm going to skip these options.
And let's enable 'Include user-provided data from your website'.
And let's select the new variable we just created.
Now let's select triggering.
And let's select our purchase trigger.
Now let's save our tag.
And let's click 'Preview'.
We connect to our website.
And let's navigate to the store.
Let's add a product to the cart.
And let's check out.
Now let's enter our details.
And
complete the purchase.
Now let's open the Tag Assistant tab.
We can see our Google Ads conversion tag has fired.
And selecting the tag.
We can see the email address has been sent to Google Ads.
When you're happy everything is working correctly, you can publish
the changes in Google Tag Manager.
And of course, if you're tracking transactions, you should take the
time to send the other information to Google Ads, including the transaction
value, ID, currency, and items.
Are you going to implement enhanced conversions for Google Ads?
I'd love to know!
Let me know in the comments below.
And if you haven't already, please take a moment to subscribe to my
channel for all of my latest tutorials.
Thanks for watching, and I'll see you in the next video!