Enhanced Conversions for Web in the Google Ads API – Introduction

Summary

Laura 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.