Unlock Performance Insights with Enhanced Conversions
09/30/21 - Granular
Granular analysis and first look
Enhanced conversions present a pivotal advancement for PPC advertisers striving to achieve precise measurement and performance improvement amidst evolving privacy regulations. By leveraging first-party data and integrating enhanced conversions, advertisers can obtain a holistic understanding of the customer journey, optimizing campaigns more effectively. This approach not only enhances conversion tracking accuracy but also fosters a privacy-safe environment, crucial in today’s digital landscape.
In-depth Summary
Enhanced Conversions Beta Release
- Rolled out to all eligible advertisers to improve performance and maintain accurate measurement with fewer cookies.
- Utilizes user-provided, consented data from your website, hashed for security.
- Provides aggregated conversion reporting for comprehensive insights.
Tagging Capabilities Expansion
- Enhancing tagging infrastructure with first-party data investment.
- Offers a more accurate view of user conversions post-ad engagement.
- Facilitates better optimization and reporting.
Example of Improved Attribution
- Previously difficult-to-attribute conversions (e.g., YouTube ad views leading to website purchases) are now trackable.
- Enhanced conversions offer observable data to improve conversion modeling and campaign optimization (e.g., Smart Bidding).
Case Study: ASOS
- Implemented enhanced conversions for Search and YouTube.
- Achieved an 8.6% uplift in Search ROAS and a 31% uplift in YouTube ROAS.
- Media Investment Director at ASOS noted improved measurement foundation.
Collaboration with Data Platforms
- Partnerships with Tealium, Twilio Segment, and more for easier enhanced conversions implementation.
- Simple steps to enable enhanced conversions via these platforms.
- Future collaborations to be announced.
Helpful links for this Google update
Learn more about past Google updates
- Nov 2021 - Plan Across Your Entire Account with Performance Planner
- Nov 2021 - Customer Match is now widely available and easier to use
- Sep 2021 - Matching the Most Relevant Keyword to Every Search
- Nov 2021 - Drive conversions across Google’s ad channels with Performance Max campaigns
- Oct 2021 - Link Your Zapier Account in the Google Ads UI
- Sep 2021 - Unlock Performance Insights with Enhanced Conversions
- Jul 2022 - Upgrade your Smart Shopping campaigns to Performance Max
- May 2022 - Recap of Product Announcements from Google Marketing Live 2022
- Mar 2022 - Reminder: Support for Expanded Text Ads Ends on June 30, 2022
- Feb 2022 - The New Privacy Sandbox Proposal: Topics for Interest-Based Advertising
- Feb 2022 - Google Partners: Evolving our partnership to serve you better
- Sep 2022 - Making it Easier to Manage Automatically Applied Recommendations
- Oct 2022 - Deliver More Helpful Search Ads by Adding Your Business Information
- Nov 2022 - Building More Durable and Effective Audience Strategies in Google’s Ads Platforms
- May 2023 - Google Marketing Live 2023: Increase sales with innovations designed specifically for retailers
- Sep 2023 - Multiply your creativity with AI-powered tools for Search ads
- May 2023 - Google Marketing Live 2023: Multiply your results with Search and Performance Max campaigns
- May 2023 - Google I/O: Making AI helpful for everyone
- Apr 2023 - First click, linear, time decay and position-based attribution models are going away
- Mar 2023 - New features to help you grow demand with Discovery ads
- Sep 2023 - More information on Google Ads move to real-time bidding for apps
- Dec 2023 - Information on Google Ads buying behavior on apps