Exploring the Power of Google Enhanced Conversions / Blogs / Perficient

Google Enhanced Conversions is a feature in Google Ads that allows advertisers to measure and track the performance of their online campaigns more accurately. It helps in improving the attribution process by giving more in-depth insights into how different conversion events contribute to the overall conversion value.

With Enhanced Conversions, advertisers can capture and measure various types of conversions beyond standard website conversions. including phone calls, app downloads, and in-app purchases, among others. By tracking these additional conversion types, advertisers can gain a better understanding of the customer journey and the impact of their advertising efforts.

Enhanced Conversions also utilize machine learning to optimize bidding strategies and make more informed bidding decisions. It takes into account a variety of conversion signals and data points, such as device usage, location, and time of day, to determine the most valuable conversions and adjust bids accordingly.

A New Way to Track

Google Enhanced Conversions provide advertisers with more comprehensive and accurate conversion tracking, allowing them to make data-driven decisions and optimize their campaigns for better performance.

Enhanced Conversions can improve the accuracy of an advertiser’s conversion measurement, gain deeper insights into customer engagement and make more informed decisions to increase revenue. It supplements existing conversion tags by sending hashed first-party conversion data from your website to Google in an enhanced, confidential way. The feature uses a secure, one-way hashing algorithm called SHA256 (Stands for Secure Hash Algorithm 256-bit, an equation that occurs on the back end to determine and verify the validity of data) on first-party customer data before sending it to Google.

When a customer completes a conversion action on an advertiser’s website, the advertiser then collects first-party data from the customer (first name, last name, email address, home address, phone number, etc.) This data is then tracked through conversion tags set up on-site, hashed, sent to Google in its hashed form, and then used to enhance your conversion measurement. With that being said, a user would need to be signed in via Gmail in order to collect this information.

Benefits of Google Enhanced Conversions

As Google sunsets advertisers’ access to third-party information and stricter regulations are implemented regarding customer personally identifiable information (PII), it becomes challenging for advertisers to gather and leverage robust customer data for their advertising campaigns. Third-party cookies, which were a common tool used for tracking user behavior online, are being phased out by Google.

In this context, Enhanced Conversions in Google Ads becomes particularly valuable for advertisers. It allows advertisers to gain a deeper understanding of their data without relying on third-party information or directly accessing customers’ PII. This is achieved through the use of hashed data, which converts personally identifiable information into an encrypted string of characters. This process preserves privacy, as the original PII is not accessible or exposed.

By using hashed data, Google Ads can still provide valuable insights and improve bidding optimization through machine learning. Advertisers can understand the performance of their campaigns and make data-driven decisions while ensuring the security and privacy of customers’ personal information.

With Enhanced Conversions, advertisers can continue to measure and track conversions effectively, leveraging the power of machine learning to optimize their bidding strategies. This optimization helps increase revenue in a more efficient way, as bid adjustments are based on accurate and reliable data.

In summary, Enhanced Conversions addresses the challenges posed by privacy regulations and limited access to third-party information. It allows advertisers to gain insights and optimize bidding strategies using hashed data, ensuring the security and privacy of customers’ data. This helps advertisers increase revenue in a more efficient and privacy-safe manner, making it a valuable solution in the changing landscape of data privacy and regulations.

No Compromise On PII

At Perficient, we prioritize the security and protection of our client’s personally identifiable information (PII). As a SOC2-compliant company, we understand that there is no room for compromise when it comes to safeguarding sensitive data.

When utilizing Google’s Enhanced Conversions, we ensure that our clients’ data is handled with the utmost care and security. The use of first-party data allows us to provide valuable insights to Google’s machine learning algorithms, enabling them to optimize bidding strategies on behalf of our clients.

By leveraging machine learning and our clients’ first-party data, we are able to enhance the efficiency and effectiveness of our bidding optimization efforts. This means that our clients can expect a more refined and targeted approach to their advertising campaigns, resulting in increased revenue generation.

With Perficient’s commitment to data security and privacy, our clients can have peace of mind knowing that their valuable PII is in safe hands. We strive to maintain the highest standards of compliance and security, ensuring that our clients can leverage the power of Enhanced Conversions without concerns about the integrity or confidentiality of their data.

منبع: https://blogs.perficient.com/2023/09/27/data-driven-advertising-in-a-privacy-first-world/