Enable more accurate conversion measurement

Many advertisers experience significant fluctuations in traffic and conversions around certain holidays or events. Google’s solutions are created to give you more robust measurement and better performance for these periods, so make sure to implement any new strategies well in advance. This will ensure that your reporting and automated strategies have time to learn and adjust if necessary.

First-party customer data such as an email address, name, home address, or phone number is captured in conversion tracking tags. It’s then hashed, sent to Google in its hashed form, and used to match your customers to Google Accounts.

When a customer completes a conversion on your website, you may receive first-party customer data such as an email address, name, home address or phone number. This data can be captured in your conversion tracking tags, hashed, sent to Google in its hashed form and then used to help enhance your conversion measurement.


Google will only use the data that you shared for enhanced conversions to provide you services, including technical support. The data can be used:

• To provide measurement for all Google media (Search, Video, Display) and platforms (Google Ads, Display & Video 360, Search Ads 360, Google Analytics)
  
• To combine your enhanced conversion data with data from other measurement products that you use to improve the accuracy of your conversion measurement

We may also offer other features that you can opt in to that use your enhanced conversion data, such as incrementality studies.

Google won’t share your data with other advertisers. Where required, we may share this data to meet any applicable law, regulation, legal process or enforceable governmental request.


Read this article to learn more about how Google uses enhanced conversion data.

You can now view the impact of your enhanced conversions with new impact results in your Conversion summary page in Google Ads. Learn more about enhanced conversions for web.

Conversions measured by importing Google Analytics goals are currently not supported by enhanced conversions for web. If you would like to use enhanced conversions for web, consider setting up a new Google Ads conversion action with the Google tag or Google Tag Manager.

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