Enhanced Conversions for Web in the Google Ads API – Introduction
Summary
TLDRLaura Chevalier introduces enhanced conversions for web in Google Ads API, a feature that improves conversion measurement accuracy by supplementing existing conversion tags with hashed first-party data. It helps recover conversions like video views or cross-device activities, optimizing campaigns. Set up involves creating a webpage conversion action, accepting customer data terms, and configuring a conversion tracking tag on your website to include an order ID.
Takeaways
- 🔍 Enhanced conversions for web is a feature that improves the accuracy of conversion measurement in Google Ads API.
- 🌐 It is particularly useful for advertisers wanting to enhance the measurement of website-based conversions.
- 🔒 Enhanced conversions supplement existing conversion tags with hashed first-party conversion data to ensure privacy.
- 📈 It helps recover conversion types not observable in certain browsers, like those based on video views or cross-device activity.
- 📊 Google Ads uses recovered conversions to provide more accurate reporting and optimize campaigns.
- 📱 Enhanced conversions can be uploaded via Google Tag, Google Tag Manager, or the Google Ads API.
- 🛠️ Using the Google Ads API offers more flexibility and control, allowing the sending of first-party data within 24 hours of conversion.
- 🏪 An example scenario involves an online store owner using Google Ads for purchases, where a customer views an ad and later buys a product.
- 🔑 To set up enhanced conversions, a conversion action of type 'webpage' must exist within the Google Ads conversion customer.
- 📄 Accepting customer data terms is a prerequisite for using enhanced conversions.
- 🏷️ A conversion tracking tag must be set up on the website to include the order ID for web page conversion actions.
Q & A
What is the main topic of the video?
-The main topic of the video is 'Getting Started with Enhanced Conversions for Web' in the Google Ads API.
Who is Laura Chevalier?
-Laura Chevalier is a developer relations engineer on the Google Ads API.
What is the purpose of Enhanced Conversions for web?
-The purpose is to improve the accuracy of conversion measurement and unlock more powerful bidding by supplementing data provided by existing conversion tags with hashed first party conversion data.
Who is the target audience for Enhanced Conversions for web?
-The target audience is advertisers who want to improve the measurement of conversions that happen on a website.
How does Enhanced Conversions for web help with conversion tracking?
-It helps by recovering conversion types that aren't necessarily observable in certain browsers, such as conversions based on video views or cross-device activity.
What are the different ways to upload Enhanced Conversions for web?
-You can upload Enhanced Conversions for web through Google Tag, Google Tag Manager, or the Google Ads API.
What is the benefit of using the Google Ads API for Enhanced Conversions?
-Using the Google Ads API provides additional flexibility and control over your data, allowing you to send first party data from your database or CRM within 24 hours of the conversion.
How does the example with Nancy demonstrate the use of Enhanced Conversions?
-Nancy views an ad and later makes a purchase on the website. The system collects information, hashes it, and sends it to Google using the API, allowing Google Ads to map the YouTube view to the site conversion.
What are the prerequisites for setting up Enhanced Conversions for web?
-The prerequisites include creating a conversion action of type webpage in your Google Ads conversion customer, accepting customer data terms, and setting up a conversion tracking tag on your website.
What is a Google Ads conversion customer?
-A Google Ads conversion customer is the account responsible for creating and managing conversions, which could be a Google Ads client account or a Google Ads Manager account if using cross-account conversion tracking.
Why is it necessary to accept customer data terms for Enhanced Conversions?
-Accepting customer data terms is necessary to ensure compliance with data usage policies and to enable the use of first party data for conversion tracking.
What should the conversion tracking tag on the website include?
-The tag should include information about the webpage conversion action and must be set up to include the order ID, also known as the transaction ID.
Outlines
📈 Introduction to Enhanced Conversions for Web
Laura Chevalier introduces the concept of Enhanced Conversions for Web in the Google Ads API. This feature improves conversion tracking by supplementing existing conversion tag data with hashed first-party conversion data, allowing for more accurate conversion measurement. It's particularly useful for advertisers looking to enhance their conversion tracking on websites, especially for conversions that may not be observable in certain browsers, such as video views or cross-device activities. Enhanced conversions can be uploaded through Google Tag, Google Tag Manager, or the Google Ads API. The video explains how this can improve campaign optimization by providing more accurate conversion reporting.
🔗 Setting Up Enhanced Conversions for Web
The video outlines the prerequisites for setting up Enhanced Conversions for Web. First, a webpage conversion action must exist within the Google Ads conversion customer, which could be a client account or a manager account if cross-account conversion tracking is used. The account can be verified by querying for the google_ads_conversion_customer. Secondly, the customer data terms must be accepted for the Google Ads conversion customer, which can be checked using the accepted_customer_data_terms field. Lastly, a conversion tracking tag must be set up on the website for the webpage conversion action, including the order ID. The video also provides a practical example of how this works with an online store, where a customer views an ad and later makes a purchase, with the system sending additional hashed data to Google Ads to improve conversion tracking.
🎥 Conclusion and Future Content
The video concludes with a summary of the steps required to implement Enhanced Conversions for Web using the Google Ads API. It emphasizes the need to create a webpage conversion action, accept customer data terms, and set up a conversion tracking tag on the website. The speaker also hints at future videos that will delve deeper into the implementation process. The video ends with a call to action for viewers to engage with the content by liking the video and subscribing to the channel for updates.
Mindmap
Keywords
💡Enhanced Conversions
💡Google Ads API
💡Conversion Tracking
💡Google Tag Manager
💡First-Party Data
💡Hashed Data
💡Cross-Device Activity
💡Google Ads Conversion Customer
💡Accepted Customer Data Terms
💡Web Page Conversion Action
💡Order ID
Highlights
Introduction to Enhanced Conversions for Web in the Google Ads API
Enhanced conversions improve the accuracy of conversion measurement
It unlocks more powerful bidding by supplementing data
Enhanced conversions for web is for advertisers wanting to improve website conversion measurement
It recovers conversion types not observable in certain browsers
Google Ads provides more accurate conversion reporting and better campaign optimization
Uploading enhanced conversions can be done through Google Tag, Google Tag Manager, or the Google Ads API
Google Tag or Google Tag Manager can be used with slight configuration changes for enhanced conversions
Google Ads API offers flexibility and control over data
First party data can be sent from a database or CRM within 24 hours of conversion
Example scenario of an online store using Google Ads to drive purchases
How Google Ads maps Nancy's engaged view on YouTube to a site conversion
Summary of how additional enhanced conversion data improves reporting and bidding
Prerequisites for enhanced conversions for web
A conversion action of type webpage must exist within your Google Ads conversion customer
Understanding Google Ads conversion customer and its role
Instructions on creating a webpage conversion action if it doesn't exist
Accepting customer data terms for your Google Ads conversion customer
Setting up a conversion tracking tag on your website
The tag must include the order ID for web page conversion action
Recap of the steps required for enhanced conversions for web in the Google Ads API
Future videos will explore the implementation of enhanced conversions in more detail
Transcripts
[MUSIC PLAYING]
LAURA CHEVALIER: Hello.
Welcome to Getting Started with Enhanced Conversions for Web
in the Google Ads API.
I'm Laura Chevalier, a developer relations
engineer on the Google Ads API.
In this video, I'll explain what enhanced conversions for web
are and why they're useful.
I'll also introduce the prerequisites required
to build your fully functional enhanced conversions for web
integration.
If you find this video helpful, give it a thumbs up
and subscribe to our channel to be notified about new videos.
Enhanced conversions is a feature
that can improve the accuracy of your conversion measurement
and unlock more powerful bidding by supplementing
the data provided by your existing conversion tags
with hashed first party conversion data.
Enhanced conversions for web is for advertisers
that want to improve the measurement of conversions
that happened on a website specifically.
It allows you to recover conversion types that
aren't necessarily observable in certain browsers
today, for instance, conversions based
on video views or cross-device activity.
Google Ads can use those recovered conversions
to provide more accurate conversion reporting
and better optimize your campaigns.
You can upload enhanced conversions for web
through the Google Tag, Google Tag Manager, or the Google Ads
API.
If you're already using Google Tag or Google Tag
Manager for conversion tracking, you
can set up enhanced conversions for web
with only slight changes to your configuration.
Using the Google Ads API provides additional flexibility
and control over your data and allows
you to send first party data from your database or CRM
within 24 hours of the conversion.
Let's see how this happens in practice.
Let's say I operate an online store,
and I run Google Ads to drive purchases.
I've set up a tag on my website that
sends a conversion to Google Ads whenever
someone converts, in this case by making a purchase.
One of my customers, Nancy, views my ad on YouTube
while signed in.
Sometime later within my conversion window,
she makes a purchase on my site, and as part of the purchase
flow I collect information attributing the purchase
to Nancy.
At the same time, the tag sends conversion information
and an order ID to Google Ads.
A separate process in my system then looks up
information about Nancy in my company's first party data
sources, normalizes and hashes the data,
and securely sends it to Google using the Google Ads API.
With that additional information,
Google Ads can map Nancy's engaged view on YouTube
to the conversion on my site and reports
the conversion for my campaign.
In summary, the additional enhanced conversion data
allowed Google to recover a video view conversion which
might not have been observable otherwise, leading
to improved conversion reporting that, in turn, improves bidding
and campaign optimization.
Now that we understand the overall flow,
let's talk about the prerequisites
to making it happen.
First, enhanced conversions for web
requires making sure a conversion action of type
webpage exists within your Google Ads conversion customer.
You might be wondering, what's my Google Ads conversion
customer?
This is the Google Ads account responsible for creating
and managing conversions for the customer.
It might be a Google Ads client account,
or if you're using cross-account conversion tracking,
a Google Ads Manager account.
You can verify which account is your Google Ads conversion
customer by querying for the google_ads_conversion_customer.
Now that we know our Google Ads conversion customer ID,
we can query that account to verify whether there is already
a conversion action of type webpage, and if so,
whether it's enabled.
If your Google Ads conversion customer doesn't yet
have a webpage conversion action,
follow the instructions linked in the video description
to create one.
Second, you must accept the customer data terms
for your Google Ads conversion customer.
The accepted_customer_data_terms field
tells you whether this prerequisite is already met.
If not, follow the instructions linked in the video description
to accept the terms.
Lastly, you must set up a conversion tracking
tag on your website.
As I mentioned earlier, the tag you configure on your website
sends information about the conversion to Google Ads.
The tag must be for the web page conversion
action you created previously, and must be set up
to include the order ID, also known as the transaction ID.
You can find instructions for this linked
in the video description.
Let's recap.
Enhanced conversions for web in the Google Ads API
lets you improve your conversion reporting
by sending additional first party user
information to Google Ads.
In order for this to work, you must
create a conversion action of type webpage
in your Google Ads conversion customer,
accept the customer data terms in your Google Ads conversion
customer, and configure tagging on your website for the web
page conversion action you created
and ensure it's set up to include an order ID.
That's everything for now.
In later videos, we'll explore the implementation
of enhanced conversions for web in more detail.
If you found this video helpful, be
sure to let us know with a thumbs up.
Thanks for watching, and see you later.
[MUSIC PLAYING]
تصفح المزيد من مقاطع الفيديو ذات الصلة
How To Fix Inactive Conversion Tracking in Google Ads - Full Guide (2024)
Conversion Linker in Google Tag Manager
Google Ads Not Converting - Discover Why (and How to Fix It)
8 Google Ads Columns You Must Watch: Ultimate Google Ads Metrics, Stats & Custom Columns Setup Guide
10 Hidden Google Ads Mistakes (And How to Fix Them!)
Google Ads Not Converting... Do this NOW!
5.0 / 5 (0 votes)