What are enhanced conversions?
New privacy laws such as the release of iOS14 and Google announcing that it will phase out third-party cookie tracking by 2023 will make it more difficult to track new customers. Platforms are now measuring performance using first-party customer data to determine which ads caught a customer’s interest, regardless of which device they found it on.
In Google’s own words…
“Enhanced Conversions 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 to Google in a privacy-safe way.”
The benefits:
- You can measure conversions that would not have been measured otherwise due to third-party cookie restrictions.
- It will make your conversion data more accurate across individual campaigns so you know what’s working. You can then make better decisions when managing your campaigns.
- It gives you a better understanding of your patient’s journey and provides more data that you can use for retargeting campaigns.
Here is an example of how enhanced conversions work:
- Sally searched for a new Dentist using her work laptop (logged into her work email address) and clicked on the ad but didn’t contact the practice straight away.
- Later, using her smartphone (logged into her personal email address) Sally goes back to the dental practice website and gets in contact with them to book a consultation. Sally inserts her first-party data by filling out the contact form (name, email, phone number etc.).
- Even though Sally initially used her work laptop, she also used her smartphone as an authenticator, allowing Google to match her phone number with her work email.
- Google’s new Enhanced Conversions creates a customer profile of Sally from first-party data. Sally’s first-party data will then be shared with Google Ads, allowing Google to match Sally’s information to known clicks on ads and more effectively attribute her intent to related campaigns.
How to set up enhanced conversions:
This feature is currently in beta so isn’t available to all accounts. However, if you are eligible, there are two options for setting it up on Google Ads: Manually through Google Tag Manager, or using the Global Site Tag.
To enable one of these options, you’ll need to choose the specific action you want to add enhanced conversions to. To do this, go to Google Ads, and then click on “Tools and Settings” in the top corner. Find “Conversions” under “Measurement”:
You can then choose a conversion event to track. At the bottom of the next screen, click on “Enhanced conversions” and in the dropdown menu click “Turn on enhanced conversions” where you can choose your preferred set-up option.
If you have any questions about Google Ads, and how they can help your practice attract new patients, please contact us on 01202 618967.
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