Enhanced conversions is a feature that can improve the accuracy of your conversion measurement. It supplements your existing Floodlight conversion tags by sending hashed first-party conversion data from your website to Google in a way that is consistent with our applicable privacy policies.
The feature uses a secure, one-way hashing algorithm called SHA256 on your first-party customer data, such as email addresses, before sending to Google. The hashed data is then matched with signed-in Google accounts to attribute your campaign conversions to ad events, such as clicks or views.
To get started, follow these instructions:
- If you use Google Tag Manager, learn how to set up enhanced conversions with Google Tag Manager.
- If you use the Google tag, learn how to set up enhanced conversions with Google tag.
Google is committed to protecting the confidentiality and security of your data. Your data will be kept confidential and secure using the same industry-leading standards Google uses to protect its own users’ data. Google only reports aggregated and anonymized conversions.
Learn more about enhanced conversions, customer data policies, and how we use your data.How it works
When a customer completes a conversion on your website, you may receive first-party customer data, including an email address, a name, a home address, and/or a phone number. This data is captured in your Floodlight tags, hashed, and sent to Google in its hashed form. It’s then used to match your customers to the Google accounts they were signed into when they engaged with your ad.
Google uses the SHA256 algorithm for hashing your customer data, which is the industry standard for one-way data hashing.
Implementation methods
You can effectively track and measure various conversions, from online purchases to offline sales. Below methods offer precise insights into campaign performance and help optimize ad spend and enhance user privacy with secure first-party data.
Standard online implementation
When a customer converts online, the Google tag (gtag.js) or Google Tag Manager captures first-party data. This data is hashed client-side using the secure SHA256 algorithm before being sent to Google. This method is best for tracking sales and events that happen online (for example, online purchases, sign-ups) where user-provided data is available on the conversion page.
Learn more about allowing enhanced conversions for Floodlight.
Update online conversions
The initial conversion is recorded by the standard Floodlight tag on your website. Ensure to capture a unique MatchID within the Floodlight tag fire which can also be easily referenced and retrieved from your existing internal data. The MatchID you select should be a persistentID from your system that isn’t raw PII.
Learn more on how to Set up MatchID in Search Ads 360.
Within 24 hours of the online conversion, you can upload the hashed user data to enrich the Floodlight event. There are two options for this upload:
- Data Manager in Search Ads 360: Configure a data manager connection to your data source. Map your fields to the Floodlight attributes, using the matchID to link to the online event and providing the user data for enrichment.
- Campaign Manager 360 API (conversions.batchupdate): This method is used for direct API integration. In the API call, provide the matchID along with other required identifiers to specify which existing Floodlight event to update.
This method is best for online conversions tracked by Floodlight tags where the necessary first-party user data isn't available in the data layer during the Floodlight tag fire, but can be retrieved from your backend systems shortly after.
Insert Offline Conversions
When a user interacts online (for example, fills out a lead form), a Floodlight tag fires, capturing a unique matchID that you generate and link to your internal customer systems.
Learn more on how to Set up MatchID in Search Ads 360.
When the conversion event is completed offline, you upload this conversion. You have two options:
- Data manager in Search Ads 360: Configure a Data Manager connection to your data source. Map your fields to the Floodlight attributes, and use the MatchID generated from your online event alongside the user data for offline upload.
- Campaign Manager 360 API (conversions batchupdate): Use for direct API integration. Uploads must feature the MatchID from the online interaction, offline conversion details like value and timestamp, and associated hashed first-party data.
Inserting Offline is best for measuring offline transactions or conversions (for example, sales in a CRM, bookings taken over the phone) that originated from an online interaction.
Benefits
- Recover conversions that otherwise wouldn’t have been measured
- Improve bidding optimization through better data
- Privacy-safe, with hashing of first-party customer data