The enhanced conversions Partner Programme (ECPP) is Google’s initiative to support your enhanced conversions for web and leads implementations through third parties that work with Google. It consists of multiple partnerships that can simplify the way you implement enhanced conversions.
This programme is a great option if you need additional support beyond what’s already provided by Google.
On this page
Benefits
The ECPP can simplify the implementation of enhanced conversions for web and leads:
- Easier: Let Partners handle all aspects of tech implementation, troubleshooting and validation.
- Faster: Reduce your implementation time significantly with a Partner.
- No implementation cost: If you’re already working with a listed partner, there will not be a separate charge to implement EC. Note that a partner may charge subscription or additional service fees to utilise their platforms (for example, subscription cost to use CDP).
Supported partners
The ECPP has multiple partners targeted to address your specific needs. You can choose the partner that is best for you depending on your existing partner relationships and the type of support you’ll need to implement enhanced conversions.
| Partner group | Support you need |
| Data partners | You already have existing relationships with our data partners and want to continue working together on enhanced conversions |
| Tech agencies | You need end-to-end advertising services involving enhanced conversions implementation |
| Tech partners | You require expert technical support and might experience non-standard tech issues during implementation |
If you’re not sure about which would be the best partner group for you, reach out to your Google representative for more details about finding the right partner.
How it works
Start your enhanced conversions journey with a partner
There are three steps to set up enhanced conversions for web with a partner:
1 |
2 |
3 |
| Review the requirements to be eligible for the ECPP. | Identify the partner group that best fits your current situation and future needs. |
Select and contact your enhanced conversions partner to start your enhanced conversions journey. |
1. Requirements
Before you join the ECPP, make sure that you meet the following requirements to use enhanced conversions for web:
- Have non-sensitive website transactions or conversions that are associated with your users.
- Use a conversion tracking set up that is compatible with enhanced conversions (gTag or Google Tag Manager for Google Ads conversion tracking in Google Ads or Floodlights in Search Ads 360).
- Be willing to share hashed customer data with Google for measurement purposes.
- Ensure that you've reviewed and confirmed that you can comply with the enhanced conversion Customer data policies in Google Ads.
2. Choose your partner group
Our multiple partners are tailored to help your specific business needs. To choose the most convenient partner group for you, we suggest evaluating the following:
- Existing partners: Who are you currently partnering with?
- Implementation needs: What implementation method and level of support do you require?
For example, if you work with a listed data partner, we suggest contacting them directly to start your enhanced conversions onboarding process with them.
On the other hand, if you’re not working with a listed partner, you may consider starting a new relationship with one of our listed partners, including data partners, tech agencies and tech partners.
Furthermore, if you’re certain you’ll need expert support and dedicated tech teams for the implementation, we suggest that you start onboarding with one of our tech partners.
3. Select your partner
To help you choose which partner would be the best fit for you, we’ve laid out the following table with key information about our partners:
| Groups | Partner | Reach | Enhanced conversions for web | Enhanced conversions for leads | ||||
| Platform | Implementation method | |||||||
| Google Ads | Search Ads 360 |
gtag/ GTM |
Third-party TMS | API | ||||
| Data partners | ||||||||
| MParticle | Global | |||||||
| Segment | Global | |||||||
| Tealium | Global | |||||||
| Commanders Act | EMEA | |||||||
| Tech agencies | 3Q/Dept | US | ||||||
| Choreograph (WPP) | US, EMEA | |||||||
| Adlucent | US | |||||||
| M13H (Labelium Group) | EMEA | |||||||
| Tinuiti | US | |||||||
| TRKKN (Omnicom Group) | US, EMEA | |||||||
| Merkle (Dentsu Group) | US, EMEA | |||||||
| PMG | US | |||||||
| Horizon Media | US | |||||||
|
Kinesso (IPG) |
US | |||||||
| Mediabrands (IPG) | EMEA | |||||||
| Jellyfish | US, EMEA | |||||||
| Publicis (coming soon) | EMEA | |||||||
| Tech partners | Concord | Global (non-EMEA) | ||||||
|
Making Science |
US | |||||||
You can also reach out to one of the listed partners or your Google sales team to learn more about how to start activating enhanced conversions.
