Google Ads has rolled out Enhanced Conversions for Leads. Spotted as a beta test earlier this month, this option offers an alternative to the existing Google Click ID-based offline conversion tracking method.
Why we care. Since this can be configured from your Google Ads account (instead of your CRM), it may be easier to adopt, enabling more advertisers to track their offline conversions. Using that data, Google’s systems may be able to make better auction decisions, which could mean more efficient campaigns and better conversions.
For those using the existing Google Click ID-based upload method, this option is still supported.
How it works. When a potential customer fills out a lead form on your site, you’ll likely receive first-party data including their email address, name, home address and/or phone number. That data can be captured in your conversion tracking tags, hashed and then sent to Google.
When a lead converts, you upload your hashed lead information and Google matches that information to the ad that drove the lead, providing the platform with a more complete picture of the customer’s full journey.
The issue with the existing offline conversion tracking method. Offline conversion tracking can help Google get a better idea of the value of different leads, which can help it prioritize more valuable leads via the Maximize Conversion Value bid strategy, for example. Despite this potential advantage, offline conversion tracking has not been widely adopted due to the...
Read Full Story: https://searchengineland.com/google-offline-conversion-tracking-easier-with-enhanced-conversions-for-leads-380776
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