How Google uses enhanced conversion data

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Google Ads enhanced conversions allows you to measure online conversions driven by Google ads using your first-party data (e.g. purchase, lead). Google is committed to protecting the confidentiality and security of the data you share with us. This article explains how Google handles the data files you upload for use in Enhanced Conversions.

How we handle your data

The data you upload will be used to match your customers to Google accounts and report the online conversions driven by Google ad interactions. We'll keep your data confidential and secure using the same industry-leading standards we use to protect our own users’ data.

 

Here’s how the data you upload is handled:

  • Limited data use. Google will only use the data you shared for Enhanced Conversions to provide you services, including technical support. The data can be used to provide measurement for all Google media (search, video, display) and platforms (AW, DV360, SA360, GA). For example, we'll match the transaction data that you upload with Google ad event data to report conversions. As another example, Google may also combine your enhanced conversions data with data from other measurement products you use, such as standard conversion tracking, to improve the accuracy of your conversion measurement. We may also make available to you other optional features that use your enhanced conversions data that you can opt-in to, such as incrementality studies. Google uses aggregated and anonymized conversion event data for the overall benefit of advertisers for certain features such as automated bidding to improve their overall quality and accuracy, as well as for spam and fraud detection. Google may use anonymized conversion event data to ensure compliance with our Enhanced Conversions policies.
  • Limited data access. Google uses encryption and employee access controls to protect your data from unauthorized access.
  • Limited data sharing. Google won’t share your data with other advertisers. Where required, we may share this data to meet any applicable law, regulation, legal process or enforceable governmental request. 
  • Data Security. Google is committed to ensuring that the systems we use to store your data remain secure and reliable. We have dedicated security engineering teams to protect against external threats to our systems, and we store all your data in an encrypted format to protect against unauthorized access. 

Data security certifications

ISO 27001

Google has earned ISO 27001 certification for the systems, applications, people, technology, processes and data centers serving a number of Google products, including Enhanced Conversions. Download the Google Ads/Analytics Scope Expansion Certificate — ISO27001 (PDF)

About the data sharing process

Here are more details about the matching process and how we process the data shared to Google. When using the Google tag:

  • Google will always hash any personally identifiable data (for example, email, phone number, first & last name, street address) prior to the data being sent to Google. 
  • We only allow tags to share conversion events if sent using an HTTPS protocol, the industry standard for secure data transmission.
  • Email, phone number and address matching: For matching based on your customers’ data, Google maintains the email addresses for Google accounts and the corresponding hashed strings. After you've uploaded your data with hashed email addresses, Google Ads will compare each hashed string in your data with the hashed string of Google accounts. If there's a match, we'll mark those transaction records as matched.
  • Google will use the matched transaction records to combine with ad click / event  information in your account to report online conversions driven by Google ads.

If you are using enhanced conversions API to deliver data to Google, you will be responsible for putting together your data: 

  • Customer data needs to be hashed using the SHA256 algorithm, which is the industry standard for one-way hashing. 
  • Only the personally identifiable customer data, such as email, phone numbers, first name, and last name and street address should be hashed. Please don't hash country, state, city and zip code data.
  • Email matching: For matching based on your customers’ email addresses, Google maintains the email addresses for Google accounts and the corresponding hashed strings for those email addresses. After you've uploaded your data with hashed email addresses, Google Ads will compare each hashed string in your data with the hashed string or email address of Google accounts. If there's a match, we'll mark those transaction records as matched.
  • Address matching: For matching based on your customers’ mailing addresses, Google joins hashed name and address information for Google accounts to construct a matching key. After you've sent data with hashed customer names and addresses (don’t hash zip code, city, state and country data), Google constructs a similar key based on your data and then compares each key in your data with the keys based on Google accounts. If there's a match, we'll mark those conversions as matched.
  • Phone matching: Similar to email matching, Google maintains the phone numbers for Google accounts and the corresponding hashed strings for those phone numbers. After you've uploaded your data with hashed phone numbers, Google Ads will compare each hashed string in your data with the hashed string or phone numbers of Google accounts. If there's a match, we'll mark those conversion records as matched.
  • Google will use the matched transaction records to combine with ad click / event  information in your account to report online conversions driven by Google ads.
 

Last updated: July 2020

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