Elevate your customer journey tracking game with Enhanced Conversions
Customers visit the website or social media handle but may buy the product or service at a different platform. This poses a challenge to marketers who don’t know how to attribute offline or cross-device conversions to their advertising campaigns. Enhanced Conversions service fills this knowledge gap and allows marketers to track their campaign’s success more effectively without deviating from the customer privacy norms. We, at Analytic Route, are thorough in our approach towards implementing Enhanced Conversions and have a solution-specific process capable of adapting as per your business models and ad budgets.
Enhanced Conversions are your go-to feature in Google Ads when you want to level up your tracking game. It helps you track even those conversions that happen offline and map those to your Google account. So, you can track the sales happening offline and get complete information on the effectiveness of your Google Ads campaign.
When you select the Enhanced Conversions feature in Google Ads, you simply hash the data that a customer or a prospective lead is most likely to use at various touchpoints. For instance, the feature captures hashed data, like email ID or phone number, from the website and sends it to Google. The search engine matches the hashed data with stored information and carries out the attribution process. Thus, you get the actual conversion picture. Using this, marketers can determine the effectiveness of cross-platform marketing campaigns. It also helps you know how to allocate ad budget, design bidding strategy, and improve sales figures.
Wondering how to use Enhanced Conversions for your marketing campaign? Leave those worries to us; we provide start-to-end support for Enhanced Conversions so that you can do more with your marketing ideas!
The advertising landscape is transforming with the introduction of stricter privacy regulations. Also, contemporary browsers hand over more power to users by giving them the power of consent while placing cookies. Hence, marketers need to pave a middle road to track the actual performance of their campaigns without crossing the user privacy line. Enhanced Conversions feature helps work with changes that make it difficult for marketers to gauge the effectiveness of the marketing campaign. By using Enhanced Conversions, marketers benefit by:
Every search made by the customer on your website or search engine ending in a purchase, form fill-up, or file download is on your radar
You can link the purchase back to the online enquiry made by the customer and find the most profitable touchpoint for a better marketing strategy
Enhanced Conversions help you find customer behavior and preferences, which helps you optimize your campaigns aligned with customers’ expectations
With Enhanced Conversions, the data collected and hashed before sending to Google helps marketers meet their objectives without compromising on privacy regulations
When you know where ad spend is generating maximum revenue, your bidding strategy becomes more data-based. No more relying on hunches, as correct numbers are always with you with Enhanced Conversions
True conversion data helps you find your target segment. With better data quality and added completeness of data, segmenting becomes more effective and allows designing campaigns accordingly
Want to map your customer journey with Enhanced Conversions? We are eager to help you understand how; talk to us or request a callback to know more!
Enhanced Conversions feature has its own challenges. As your trusted digital marketing partner, Analytic Route Enhanced Conversions experts take care of all the challenges and ensure that you do not need to drain your energy overcoming them. Enhanced Conversions’ results are adversely impacted by challenges such as:
Emails and phone numbers left untrimmed or written in uppercase before hashing can cause rejection of tags
Websites running slow at checkout pages lead to slow capturing of data, because of which the possibility of an empty tag arises
Third-party tag managers interfere with Google tag functioning and do not allow smooth reading of website elements
Customers may not fill all fields of the form; as a result, the hashed identifiers required for matching data go missing
Data passing through CRMs may suffer delays in processing. Attribution characteristics become difficult to match, consequently
The entire Enhanced Conversions process is dependent on customer consent. Regulatory requirements like GDPR compliance restrict seamless transfer of data, as customer permission is required before transmission
Our Enhanced Conversions service knows how to handle these challenges and help you have a smooth process for favorable outcomes. Call us to know more about Enhanced Conversions from our experts!
We have designed a foolproof Enhanced Conversions Process to ensure flawless results and a better client experience. Our process is a fitting answer to all Enhanced Conversions challenges and is tested thoroughly for effectiveness and compliance. Right from designing the objectives to integrations and reporting, we cover every aspect of Enhanced Conversions implementation. Main steps in the process include:
When marketing objectives are different, how can the process be the same? Our Enhanced Conversions Process is designed to meet all conversion objectives as we configure them in the ad platform after a detailed discussion
No GDPR is overlooked while collecting the first-party data. We find out the touchpoints with maximum lead traffic first and then choose the data type for collection (eg. phone, email, or location)
We hash the collected data using an unalterable algorithm, SHA-256, to ensure clear and correct hashing. All hashing errors are avoided and rechecked before submission to ensure flawless outcomes. Error-free hashing without compromising user privacy is our work rule!
Whether you operate using a tag manager, API, or website tag, our process of sending Enhanced Conversions data is designed for all. We ensure tagging data along with the conversion event for flawless tracking
We are committed to delivering flawless matching of hashed data and registered users so that attribution does not go haywire and you have correct numbers with you, always!
Every data generated, hashed, and matched is made to go through an automated validation process. We perform real-time implementation checks to ensure all errors, if any, are caught much before they become a problem. We further optimize the campaign using conversion insights for better ad budget utilization.
Consult our Enhanced Conversions experts who work using a well-defined process framework
Aimed at improving ad budget utilization, effective optimization, and above all, enhancing conversion measurement accuracy, our Enhanced Conversions Services are designed to deliver results you expect from a professional setup. You can reach Analytic Route Enhanced Conversions Services for:
Enhanced Conversions assessment
A complete audit is carried out to find how Enhanced Conversions have been used or left unused and its impact on the results. We demarcate gaps in data collection, hashing, and attribution, along with consent, and design a wholesome action plan.
Implementing action plan & configuration
Our Enhanced Conversions Services are compatible with Google Tag Manager, Google Ads API, as well as Google Tag. Based on your marketing objectives, conversion objectives are configured, and data is mapped accordingly
Customer data integration
With prior consent of customers, the first-party data is collected from input channels like lead forms or checkout pages and integrated into the conversion tracking system
Fully compliant data hashing
SHA-256 hashing is done with thorough real-time checks to avoid all compliance lapses, and error-free hashing ensures flawless tracking
Platform integration
Your touchpoint may be a website, a social media handle, or an e-commerce store; we are at ease with integrating all types of platforms with Enhanced Conversions
Hash validation and testing
All event IDs are decided after discussion with the client, and tags are tested for firing relevantly and timely data transmission. We walk an extra mile and fix gaps with automated Tag Assistant tools to deliver a flawless Enhanced Conversions setup
Quality optimization
Our Enhanced Conversions Services experts are finicky when it comes to results’ quality. We keep a close eye on match rates and continuously work towards improving them until attribution is on point and is a clear indicator of purchase events in the future.
Reports & Performance Analysis
Every Enhanced Conversions campaign is on our radar. We deliver timely and regular reports to give clients a comfort factor while planning and optimizing ad campaigns. Our work does not stop at implementation. We carry out performance analysis to understand campaign impact and further attribution improvement requirements
Proactive maintenance & fully responsive support
Every website update and its impact on conversion tracking quality is managed with proactive measures. Our support team is by your side all the time to take care of tracking issues and fix them without asking for downtime
Training & Report/Documentation Support
Our focus is on giving clients complete control over the conversion tracking process. So, we also organize training programs for clients’ in-house marketing professionals and empower them with the right knowledge and tools. Professional setup support and how to perform documentation activities are our other deliverables. We believe in learning and growing together!
