Before explaining the countless benefits of Google Ads Enhanced Conversions, here is a fundamental look at what you can track with standard Conversions vs. Enhanced Conversions:
- Standard Conversions: Purchases, sign-ups, downloads and other actions users complete on your website.
- Enhanced Conversions: Actions users take after clicking on your ad, along with first-party customer data such as names, email addresses, etc.
That’s why Google highly recommends that you complete your setup and “improve your conversion tracking with enhanced conversions”.
While you have three different ways to set up Enhanced Conversions, you might face some tracking issues if you set it up manually.
Here, we take a close look at Google Ads Enhanced Conversions, covering:
- How it works
- Key benefits
- Ways to set it up
and more insights into how Analyzify enhances your Google Ads conversion tracking.
Google Ads Enhanced Conversions Explained
Google Ads Enhanced Conversions help you “get more accurate reporting and bidding performance by closing gaps in your conversion measurement”.
Presenting additional data through a secure one-way hashing algorithm, it lets you better understand which ads are truly driving sales and leads and how.
In general, setting up Enhanced Conversions for your Shopify store will help you with:
- More accurate conversion tracking
- More powerful bidding
- Improved personalization & relevance
- Higher Return on Investment (ROI)
- Enhanced data security & privacy
However, if you set it up by implementing some code blocks you might face some tracking issues and see some warnings/error messages such as:
- “You may not be measuring all your conversions.”
- “Enhanced conversions needs attention.”
- “Check enhanced conversions.”
Providing a complete Shopify data analytics setup, Analyzify helps you feed Google Ads with accurate data and leverage Enhanced Conversions seamlessly.
With a solid setup by Analyzify, you secure sales data including customer, order details, and attributed conversions to fuel your campaigns with in-depth information.
Before talking about how Analyzify helps you in detail, let’s take a closer look at the top benefits of Google Ads Enhanced Conversions.
Key Benefits of Google Ads Enhanced Conversions
By utilizing first-party data, encrypted data transfer, and more precise tracking, Enhanced Conversions make a significant difference.
Let’s explore what makes Google Ads Enhanced Conversions better:
More Accurate Conversion Tracking
Enhanced Conversions significantly improve the accuracy of tracking user actions.
Once you set it up properly, you ensure that every step of the user journey is accurately recorded and attributed.
For Example: Say you are running a store selling trendy apparel. A customer clicks on your ad, browses your website, and makes a purchase.
If you only use conversion tracking, there might be gaps in recording these actions. Enhanced Conversions ensure that every interaction—from the ad click to the final purchase—is captured accurately.
More Powerful Bidding
Accurate conversion data is crucial for optimizing your Google Ads bidding strategies.
Enhanced Conversions provide this accuracy to let you make better decisions on ad placements and budget allocations.
For Example: You’re running Google Ads campaigns for your store. If you only analyze standard Google Ads Conversions data, your bidding strategies might be based on incomplete data that does not provide all the touchpoints, leading to inefficient ad spending.
Enhanced Conversions give you precise data on which ads and keywords drive the most sales. This allows you to adjust your bids strategically, focusing on high-performing keywords.
Improved Personalization & Relevance
Enhanced Conversions play a crucial role in improving the personalization and relevance of your ads.
By capturing detailed customer data and behavior, you can create highly targeted campaigns that resonate more with your audience.
For Example: You are running an online bookstore. A visitor clicks on your ad for best-selling novels, browses various genres, and eventually purchases a mystery book.
With traditional conversion tracking, you might only capture the final purchase. However, with Enhanced Conversions, you gather detailed insights into the customer’s browsing behavior, preferences, and purchase history.
This data allows you to tailor future ads to show personalized recommendations, such as promoting similar mystery novels or offering discounts on related genres.
Enhanced Conversions ensure your ads are more relevant and engaging, leading to higher customer satisfaction and increased sales.
Higher Return on Investment (ROI)
Enhanced Conversions lead to more efficient ad spending and higher returns.
By providing accurate conversion data, it heps you focus your budget on the most effective ads and keywords.
For Example: You can use Enhanced Conversions to determine which ad campaigns are driving the most sales. With this precise data, you can allocate more budget to high-performing campaigns, resulting in a higher ROI.
Enhanced Data Security and Privacy
Enhanced conversions address growing privacy concerns and comply with regulations like GDPR and CCPA.
The data is encrypted and anonymized before being sent to Google, ensuring user privacy is maintained throughout the process.
For Example: You are collecting customer information through checkout forms. With Enhanced Conversions, this data is encrypted, ensuring that your customers’ personal information is secure.
This builds trust with your customers, who feel confident that their data is being handled responsibly.
Setting Up Google Ads Enhanced Conversions
Enhanced Conversions are designed to boost the accuracy of your conversion measurement and enhance bidding effectiveness.
It works by augmenting your existing conversion tags, sending hashed first-party conversion data from your website to Google.
Utilizing a secure one-way hashing algorithm known as SHA256, it processes your first-party customer data before transmitting it to Google.
This ensures that your data remains protected while providing more precise and valuable insights for your advertising campaigns.
You can set up Enhanced Conversions using:
- The Google tag
- Google Tag Manager
- Google Ads API
To avoid potential tracking issues & data mismatch and have a seamless setup experience, you can use our detailed tutorial on setting up Enhanced Conversions with Analyzify.
How Analyzify Enhances Your Conversion Tracking
Analyzify empowers 2000+ Shopify merchants with a turnkey data analytics setup that provides:
- Accurate ecommerce data with a customizable, expert-level setup
- Shopify data layers, including 20+ events and 100+ parameters
- 10+ integrations (Google Tag Manager, GA4, etc.)
- Complete GA4 & Ads Integrations with ecommerce tracking and conversion & remarketing setup
- Exceptional Support by industry experts
and more to help merchants get the best out of their Shopify ecommerce data.
If you get the most comprehensive Shopify & Google Ads integration provided by Analyzify, you get the latest data points, including:
- Enhanced conversions setup
- Customizable dynamic remarketing
- Share all available data through pixels
- Conversion tracking troubleshooting by experts
and more to have more than what the standard conversion tracking provides effortlessly.
You can empower your campaigns with rich insights by sending order data, customer parameters, and lifetime value to Google Ads with a few clicks.
If you opt for alternative ways, you might face:
- Inaccuracy
- Tracking issues
- Inadequate data
and more issues due to the lack of a decent setup and validation & support.
The Analyzify setup delivers all the capabilities to eliminate the potential issues mentioned above.
Frequently Asked Questions about Enhanced Conversions
Here are the most common questions & answers about Enhanced Conversions:
What is the difference between standard Google Ads Conversions and Enhanced Conversions?
Standard Conversions tracks actions such as purchases, sign-ups, and downloads on your website. Enhanced Conversions tracks these actions as well as first-party customer data, like names and email addresses, after a user clicks on your ad.
Why does Google recommend setting up Enhanced Conversions?
Google recommends Enhanced Conversions to improve the accuracy of conversion tracking, which in turn enhances reporting and bidding performance by closing gaps in conversion measurement.
What are the key benefits of Google Ads Enhanced Conversions?
Enhanced Conversions offers more accurate conversion tracking, more powerful bidding, improved personalization and relevance, higher ROI, and enhanced data security and privacy.
How does Enhanced Conversions improve conversion tracking accuracy?
Enhanced Conversions ensures that every interaction, from the ad click to the final purchase, is captured accurately, providing a complete picture of the user journey.
How does Enhanced Conversions affect bidding strategies in Google Ads?
Enhanced Conversions provides precise data on which ads and keywords drive the most sales, allowing you to adjust your bids strategically and optimize ad placements and budget allocations.
What role does Enhanced Conversions play in ad personalization?
By capturing detailed customer data and behavior, Enhanced Conversions helps you create targeted campaigns that resonate more with your audience, leading to improved personalization and relevance.
How does Enhanced Conversions lead to a higher Return on Investment (ROI)?
Enhanced Conversions provides accurate conversion data, allowing you to focus your budget on the most effective ads and keywords, which leads to more efficient ad spending and higher returns.
How does Enhanced Conversions ensure data security and privacy?
Enhanced Conversions uses a secure one-way hashing algorithm to encrypt and anonymize data before sending it to Google, ensuring user privacy and compliance with regulations like GDPR.
How does Analyzify enhance Google Ads conversion tracking?
Analyzify provides a turnkey data analytics setup for Shopify merchants, offering accurate ecommerce data, customizable setups, multiple integrations, and exceptional support to ensure seamless and accurate Enhanced Conversions tracking.
