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.

Outlines

00:00

📈 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.

05:03

🔗 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.

Keywords

💡Enhanced Conversions

Enhanced Conversions is a feature in Google Ads that aims to improve the accuracy of conversion tracking. It does this by supplementing the data from existing conversion tags with additional first-party conversion data that is hashed. This feature is particularly useful for advertisers who want to have a more precise measurement of conversions that occur on their website, including those that might not be observable in certain browsers, such as conversions based on video views or cross-device activity.

💡Google Ads API

The Google Ads API is a tool that allows developers to manage and automate Google Ads campaigns programmatically. In the context of the video, it is used to upload enhanced conversions for web and provides additional flexibility and control over the data. It enables advertisers to send first-party data from their databases or CRM systems to Google within 24 hours of a conversion event.

💡Conversion Tracking

Conversion tracking in the video refers to the process of monitoring and recording the actions that people take after viewing or clicking on an ad. This is crucial for measuring the effectiveness of ad campaigns. Enhanced conversions for web improves this process by including more data points, leading to more accurate conversion reporting.

💡Google Tag Manager

Google Tag Manager is a tool that allows marketers to change and update measurement codes and related code fragments (known as 'tags') on their website or mobile app without having to modify the source code. In the video, it is mentioned as one of the ways advertisers can set up enhanced conversions for web with only slight changes to their existing configuration.

💡First-Party Data

First-party data refers to information collected directly from customers interacting with the advertiser's own website, app, or branded content. In the video, first-party data is used to enhance conversion tracking by supplementing it with additional hashed data, which helps in more accurate reporting and campaign optimization.

💡Hashed Data

Hashing is a process of converting data into a non-reversible string of characters, which is typically used to protect user privacy. In the context of the video, hashed first-party conversion data is used to enhance conversions for web without compromising user privacy.

💡Cross-Device Activity

Cross-device activity refers to the tracking of user behavior across multiple devices, such as smartphones, tablets, and computers. The video mentions that enhanced conversions for web can help recover conversions based on cross-device activity, which might not be observable in certain browsers.

💡Google Ads Conversion Customer

A Google Ads Conversion Customer is the account responsible for creating and managing conversions for a customer. It could be a Google Ads client account or a Google Ads Manager account if cross-account conversion tracking is used. The video explains that to implement enhanced conversions, one must verify the Google Ads conversion customer ID and ensure that a webpage conversion action exists within it.

💡Accepted Customer Data Terms

The 'accepted_customer_data_terms' field indicates whether the advertiser has agreed to the terms for using customer data in Google Ads. The video emphasizes the importance of accepting these terms as a prerequisite for setting up enhanced conversions for web.

💡Web Page Conversion Action

A web page conversion action is a type of conversion action in Google Ads that tracks conversions from specific web pages. The video outlines the necessity of creating such an action within the Google Ads conversion customer account as a prerequisite for implementing enhanced conversions for web.

💡Order ID

The Order ID, also known as the transaction ID, is a unique identifier for a purchase or transaction. In the video, it is mentioned that the conversion tracking tag on the website must be set up to include the Order ID to properly attribute conversions to specific customers or events.

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]