I'm sure it's no surprise to anyone that our measurement
landscape is changing due to several privacy changes.
Previously, we lived in a world of fully observable
data, like cookies and device identifiers.
However, evolving user expectations of privacy
have led to additional privacy regulations and restrictions
on cookies, changing the way the ecosystem measures conversions.
Enhanced conversions is one of the products in our privacy-centric measurement
portfolio that was developed to help
preserve accurate measurements when fewer cookies are available.
Enhanced conversions allow conversion tags to capture hashed customer data.
Advertisers collect data on their conversion pages
and then match it against Google logged-in data.
The enhanced conversions feature is currently available for Search
and YouTube in Google Ads, and we are actively working
on expanding it to SA360 and Google Analytics 4 in 2022.
Using enhanced conversions has several benefits.
The short term benefit is that advertisers will see more accurate conversion reporting.
Early testers of enhanced conversions have seen a median conversion rate
uplift of 5% on Search and average of 17% conversion uplift on YouTube.
To use enhanced conversions, an advertiser should be: one,
using sitewide tagging, using Google site tag or Google Tag Manager.
Two, have Google Ads conversion tracking as their conversion source.
Three, have a webpage where customers submit data in cleartext.
The enhanced conversions feature works best for deep conversion
types such as a purchase or sign-ups where customer data is required.
We offer advertisers a lot of flexibility
in terms of how they can implement enhanced conversions.
Currently, there are three
types of implementations possible for enhanced conversions.
One, automatic.
Two, manual.
Three, via an API.
The quickest way to implement enhanced conversions is automatic,
which I'll walk you through.
Regardless of the type of implementation an advertiser picks,
the first step is always to accept the terms of service
after picking the "Turn on enhanced conversions" box in the Google Ads UI.
After accepting the terms of service, select "Global
site tag or Google Tag Manager" and press "Next".
Input your website to check for a Google tag and select "Check URL".
Select "Automatic setup" and then press "Save".
If you're using Google Tag Manager, you'll be prompted to this section.
Open Google Tag Manager to finish the automatic setup process.
If a tag is not detected, you can press
"select one manually" and then select your tag type.
Advertisers looking for more implementation customization options
can also edit the code of their page via the manual set up.
To review guidelines for manual implementation,
please visit the Google Ads Help Center.
And finally, sophisticated advertisers who want to pass
data server-to-server can do so using the enhanced conversions API.
To decide which implementation option is best for you,
please discuss your options with your account representative.
Next, we will talk about the product roadmap.
We have a lot of exciting new features coming in 2022.
There are three large areas where we are investing.
We are actively working to bring enhanced conversions across
different platforms like Search Ads 360 and Google Analytics 4.
Second, we are working on making it easier for advertisers to implement
enhanced conversions and improve troubleshooting and diagnostics.
And finally, we are working on building integrations with a large number of third
party TMS to make it easier to ingest data from them.
Overall, enhanced conversions is a critical product for future
proofing your measurements.
So we encourage you to navigate to the Google Help Center or reach out
to your Google customer representative to learn more about it today.