Enhanced conversions for leads is an upgraded version of offline conversion import that uses user-provided data, such as email addresses, to supplement imported offline conversion data to improve accuracy and bidding performance. When you import your offline conversions, the provided hashed customer data is used to attribute back to the Google Ads campaign by matching to the same data collected on your website (for example, lead form) and to signed-in customers who engaged with your ad.
If you already use offline conversions, you can upgrade to enhanced conversions for leads to import user-provided data in addition to the identifiers you already import (GCLID). Learn more about how Google used enhanced conversions for leads data.
| User clicks on an ad and arrives on your site. | User browses your site and reads about your product/service. | User fills in a form on your site and becomes a lead for your business. Your website sends Google hashed lead information (e.g.hashed email address) that you specify. | You store the lead information in your CRM database. | When a lead converts (e.g. becomes a customer), you import the hashed lead information (e.g. same hashed email address), in addition to Google identifiers you might already send (e.g. GCLID). Google attributes offline conversions by matching imported data with lead information from the tag and signed-in Google accounts |
Enhanced conversions for leads can improve the accuracy of your conversion measurement. It supplements the existing conversion tags by allowing advertisers to send hashed first-party customer data from your website in a privacy-safe way. The hashed customer data is compared to hashed customer data of signed-in Google Accounts and attributed to ad events to help measure conversions driven by your campaign.
After you’ve set up enhanced conversions for leads with Google Tag Manager or set up enhanced conversions for leads with the Google tag, you can confirm that your enhanced conversions are effectively working in the enhanced conversions diagnostics report. The diagnostics report will help you identify and self-diagnose issues implementing enhanced conversions. You can also set up enhanced conversions in the Google Ads API that can improve the accuracy of your conversion measurement.
Benefits:
- Durable: Get more reliable results. Enhanced conversions for leads adheres to stricter privacy regulations.
- Easy to set up: Configure measurement entirely from your Google Ads account.
- Enhanced performance: See more accurate conversion reporting compared to standard offline conversion import. This upgrade also enables engaged-view conversions and cross-device conversions.
- Simplified Setup: Streamlined tagging and data sharing, utilizing the Data manager or Google Ads API.
- Flexible: Implement using the Google tag or with Google Tag Manager.
When to use enhanced conversions for leads
If you’re currently using offline conversion imports, we highly recommend upgrading to enhanced conversions for leads using the Google Ads Data Manager. Enhanced conversions for leads is an upgraded offline conversion import that offers benefits like greater durability, more accurate reporting and engaged-view conversions, cross-device conversions and is supported in Data Manager, Google Ads API, and Zapier.
Implementation varies depending on what you're measuring and your capabilities. Follow our guide to upgrading offline conversion imports to determine the method that best fits your needs.
Configure enhanced conversions for leads
You can configure enhanced conversions for leads in 2 steps:
- Configure your Google tag to capture hashed user provided data on your website (eg, email address or phone number from lead form)
- If you currently use Google Tag Manager for conversion tracking, you can set up enhanced conversions for leads with Google Tag Manager with only slight changes to your configuration.
- If you currently have conversion tracking implemented using the Google tag directly on your page (not within a third-party tool or iFrame), you can set up enhanced conversions for leads with your Google tag by making slight changes to your configuration.
- Set up automated import of your offline conversions data with the same hashed customer data using:
Related links
- Set up enhanced conversions for leads with Google Tag Manager
- Set up enhanced conversions for leads with the Google tag
- Your guide to upgrading offline conversion imports
- About the enhanced conversions Partner Program
- Customer data policies
- Your guide to conversion modeling
- About Performance Max campaigns
- Create a Performance Max campaign using a Merchant Center feed
