About enhanced conversions in the Google Ads API

Enhanced conversions is a feature that can improve the accuracy of your conversion measurement. It supplements your existing conversion data by sending hashed first-party customer data in a privacy-safe way. The hashed customer data is compared to hashed customer data of signed-in Google accounts and attributed to ad events such as clicks and video views to help measure your campaign conversions.

This article will explain how to set up enhanced conversions using the Google Ads API.

Note: This article only covers setting up enhanced conversions using the Google Ads API. You can Set up enhanced conversions manually with Google Tag Manager or Set up enhanced conversion manually with the global site tag.

Benefits

  • First-party data can be provided after the conversion event: Unlike other enhanced conversions options like tagging that require you to send first-party data at the time of the conversion, you can use the API to send hashed first-party data up to 24 hours after the conversion event. This also enables you to locate first-party data from other sources, such a customer database or CRM system.
  • More choices for your data source: Using the API enables you to locate first-party data from a variety of sources, such as a customer database or CRM system.
Note: App incrementality studies currently require a different API implementation than what’s described in this article. Reach out to your sales representative if you're interested in this type of experiment.

How it works

Using the Google Ads API, you can leverage enhanced conversions by sending first-party customer data in the form of conversion adjustments. The process for sending enhanced conversion data is similar to other conversion adjustments with some key differences. Learn how to implement enhanced conversions using Google Ads API conversion adjustments.

In order to implement enhanced conversions using the Google Ads API, you must record conversions using a regular conversion tracking tag on your website. After a conversion is recorded, you can then send hashed first-party data (such as email address, phone number, name, and/or home address) via an API connection up until 24 hours after the conversion.

The hashed data you send us is matched against Google logged-in user data and a conversion is reported in your account.

Alert: You’ll need to format the data into a standard format and then hash it using SHA-256 before sending it to Google.

Before you begin

Note: Conversions measured by importing Google Analytics goals aren't supported for enhanced conversions. If you'd like to use enhanced conversions, consider setting up a new Google Ads conversion action with a global site tag or Google Tag Manager.
  • Know the conversion page URL where the conversion tag fires (such as the confirmation page URL) and the conversion event trigger (for example, a button click or a page view).
  • Make sure that there is first-party customer data available (email, full name and home address and/or phone number).
  • Make sure that you’ve reviewed the enhanced conversions Customer data policies and agreed to the enhanced conversion terms of service and policies in Google Ads (see steps on this below, under Instructions).

Set up enhanced conversions with the Google Ads API

Follow the instructions in Google Ads developer documentation for enhanced conversions

Note: Make sure to send the conversion data using enhanced conversions API within 24 hours of the conversion to ensure that we can attribute and perform the measurement for you in a timely way.
  1. Review and sign the Terms of Service (ToS) before you send enhanced conversions data:
    1. Sign in to your Google Ads account.
    2. In the upper right corner of your account, click the tools icon, and under "Measurement", click Conversions.
    3. Open the conversion action you want to use for setting up enhanced conversions. If you don’t have an existing conversion action in your Google account, create at least one new conversion action. Learn more about how to Set up conversion tracking for your website.
    4. In the “Enhanced conversions” section at the bottom, click Turn on enhanced conversions.
    5. Click Agree to the compliance statement if this is your first time setting up enhanced conversions. By turning on enhanced conversions you confirm that you comply with our policies. The Google Ads Data Processing Terms apply to your use of enhanced conversions.
    6. Select the API option and click Next. If you click Save and don’t take any further steps within Google Ads, we’ll process the data you send us via API as long as you’ve accepted the Terms of Services.
  2. Make sure you've set up a conversion tracking tag on your website and that you're Using the transaction ID function tag so Google is able to match your tag conversions with your API conversions to avoid duplication
  3. Set up a server in your internal system that's capable of sending the data (first-party customer data, conversion data, and click identifier data) using an HTTPS connection, the industry standard for secure data transmission.
  4. Use the Google Ads API to send conversion data to Google. You’ll need to format the data into a standard format and then hash it using SHA-256 before sending it to Google. Learn more about how to format and send enhanced conversions data to Google via the API
    Note: Make sure to send the conversion data using the Google Ads API within 24 hours of the conversion to ensure that we can attribute and perform the measurement for you in a timely way.
  5. After sending data to Google, review the responses your server receives to ensure there are no errors.

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