Guide: Setting Up Enhanced Conversions for PPC

Why Set up Enhanced Conversions?

Enhanced conversions for pay-per-click (PPC) campaigns improve tracking accuracy, optimize bidding strategies, and boost overall campaign performance. Here’s why you should implement them:

1. Improved Conversion Tracking Accuracy

• Enhanced conversions allow first-party data (such as hashed email addresses, phone numbers, and addresses) to be sent securely to Google.
• This improves attribution accuracy, especially when users convert across multiple devices or browsers.

2. Better Optimization for Automated Bidding

• Google Ads’ Smart Bidding (e.g., Maximize Conversions, Target ROAS, and Target CPA) relies on accurate data.
• Enhanced conversions provide more reliable conversion data, leading to better automated bidding decisions and improved return on ad spend (ROAS).

3. Improved Performance in a Cookieless World

• With increasing privacy restrictions and the phase-out of third-party cookies, enhanced conversions ensure you continue tracking user interactions effectively.
• This keeps your PPC campaigns running efficiently even as traditional tracking methods decline.

4. Higher Match Rates for Conversions

• Enhanced conversions recover lost conversions that wouldn’t be tracked due to cookie restrictions.
• Google can match conversions more effectively by using hashed customer data, leading to better reporting and optimization.

5. More Accurate Attribution Across Devices

• Many users switch devices before making a purchase. Enhanced conversions help bridge the gap by linking conversions across different devices.
• This results in a more complete view of the customer journey, improving attribution models.

6. Stronger Compliance with Data Privacy Regulations

• Google hashes and encrypts all first-party data before sending it for matching, ensuring compliance with GDPR, CCPA, and other privacy regulations.
• This means you can track conversions while maintaining user privacy and data security.

7. No Extra Cost & Easy Implementation

• Enhanced conversions don’t require extra costs—they enhance existing conversion tracking.
• Setup is relatively simple via Google Tag Manager (GTM) or Google Ads API, making it accessible for most advertisers.

How to Set Up Enhanced Conversions

Step 1: Navigate to the Conversions Tab

1. Begin at the sub-manager level.
2. Locate and click on the Conversions tab.
3. Note that Tools and Settings has changed location from the upper-right corner due to a UI update.
4. Ensure that “Share all Floodlight data” is checked and saved.

Why This Matters

• Auction-time bidding is automatically enabled when you use Maximize Conversions, Maximize Conversion Value (vBB), or Target ROAS.
• This setting is critical for maximizing campaign performance.

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Step 2: Check Conversion Settings in Campaigns

1. Stay at the sub-manager level and navigate to the Campaigns tab.
2. Look for the Conversion Settings and Conversion Goals column.
3. Click the Columns tab, search for these columns, and hit Apply.

Goal

• The Conversion Goal should be set to “Account Default Goals” at this point.