Enhanced conversions for web is a feature that can improve the accuracy of your conversion measurement. It supplements your existing conversion tags by sending hashed first-party conversion data from your website in a privacy safe way. The feature uses a secure one-way hashing algorithm called SHA256 on your first-party customer data, such as email addresses, before sending to Google. The hashed data is then matched with signed-in Google accounts in order to attribute your campaign conversions to ad events, such as clicks or views.
This article describes how to set up enhanced conversions for web using the Google tag. You can also set up enhanced conversions for web with Google Tag Manager or set up enhanced conversions for web with Google Ads API.
Before you begin
Review the following requirements before starting setup:
- 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).
- This implementation requires knowledge of how conversion tracking is set up on your website and some code changes, so make sure you're able to speak with your development team as needed.
- Ensure that you've reviewed and confirmed that you can comply with the enhanced conversion Customer data policies in Google Ads (view steps on this below, under Instructions).
- If you set up conversion using URL, you can only set up enhanced conversions using the JavaScript or CSS selectors options or automatic enhanced conversions.
- About 30 days after implementing enhanced conversions successfully, you’ll be able to see the impact results in your conversion action table. Learn more about Enhanced conversions for web impact results.
Instructions
- In your Google Ads account, click the Goals icon .
- Click the Conversions drop down in the section menu.
- Click Settings.
- Expand the “Enhanced conversions” section.
- Check “Turn on enhanced conversions for web”.
- Review compliance statement. To enable enhanced conversions you must confirm that you'll comply with our policies and that the Google Ads Data Processing Terms apply to your use of enhanced conversions. Click Agree and continue to acknowledge your acceptance of these terms.
- Click the dropdown to choose a method for setting up and managing user-provided data. Select “Google tag”.
Note: If you send Google enhanced conversions data in a way that’s different from what you’ve already selected in Google Ads, that data may not be processed. For example, if you select “Google tag” and try to send data through Google Ads API, the data sent through API won’t be processed.
- If you’re not sure which tagging method to select, click Which method should I use? Enter your website domain and click Check URL to view suggestions.
- If you see a message stating that “your tag will collect user-provided data from your website” then you can immediately click Save to complete your setup.
- If you don’t see the message above, or if you’d like to learn about other methods for configuring enhanced conversions, click Tag details.
- On the tag details screen, you can decide how you’d like to capture user-provided data in your tag:
- Automatically detect user-provided data: Automatically inspect the page for strings that match a pattern for the configured data types. This method requires minimal effort and works well for most advertisers. For more control, consider adding a code snippet to your website or specifying CSS selectors or Javascript variables. You can specify CSS selectors to be excluded when automatic detection is turned on by clicking “add exclusions”.
- Specify CSS selectors or Javascript variables: Manually specify CSS selectors or Javascript variables on your page that contain relevant user-provided data. If you’d like to use this method, select this option and follow the instructions below.
- Add a code snippet to your website: Add a code snippet on your website that sends hashed customer data for matching. This method improves the accuracy of enhanced conversions by ensuring that you consistently send properly formatted data whenever your conversion tag fires. If you use this method you don’t have to select a checkbox under “Tag details”–we’ll automatically process any user-provided data you send us through a code snippet. If you’d like, you can use a combination of options. For example, you can select “Automatically detect user-provided data” to apply automatic detection across all your conversion actions and use a code snippet for specific conversion events of your choosing. Data provided through a code snippet is prioritized over automatically detected data. See more instructions below in “Add a code snippet to your website”.
- Click Save.
- After you complete setup, validate your implementation to make sure enhanced conversion is set up correctly. After about 30 days you’ll be able to view the impact of enhanced conversions on your reporting. Learn more about Enhanced conversions for web impact results.
Add a code snippet to your website
Before following the instructions below, make sure you’ve completed the steps in set up enhanced conversions and that you’ve selected “Google tag” as your data source.
Identify and define your enhanced conversions fields
Specify CSS selectors or Javascript variables
Before following the instructions below, make sure you’ve completed the steps in set up enhanced conversions and that you’ve selected “Google tag” as your data source. Also make sure you’ve selected “Specify CSS selectors or Javascript variables” as your implementation method.
Find enhanced conversions fields on your conversion page
Identify enhanced conversions CSS Selectors and input into Google Ads
Validate your implementation
To verify if your enhanced conversions implementation is working correctly, navigate to your conversion page (you may have to complete a test conversion to do this), and follow these steps. It’s best practice to do this immediately after implementing enhanced conversions so any changes can be made if it's not working properly.
Validate your implementation using Chrome Developer Tools
After 72 hours, review the Diagnostics report to confirm your implementation
Turn off enhanced conversions
To turn off enhanced conversions at the account level, follow the steps below:
- In your Google Ads account, click the Goals icon .
- Click the Conversions drop down in the section menu.
- Click Settings.
- Expand the “Enhanced conversions” section.
- Unselect the checkbox to turn off enhanced conversions.
- Click Save.
To turn off enhanced conversions at the conversion action level, follow the steps below:
- In your Google Ads account, click the Goals icon .
- Click the Conversions drop down in the section menu.
- Select the conversion action you want to disable enhanced conversions for.
- Click Settings.
- Expand the “Enhanced conversions” section.
- Unselect the checkbox next to Enable enhanced conversions.
- Click Save.