Should you use Enhanced Conversions in Google Ads?

By: Jyll Saskin Gales, Google Ads Coach

Enhanced conversions are a hot topic in the Google Ads world, but many advertisers are still unsure what they are and whether they should be using them. In this blog post, I'll break down the basics of enhanced conversions and discuss their benefits and drawbacks.

Long story short: You should probably implement Enhanced Conversions in your Google Ads account.

What are Enhanced Conversions?

Enhanced conversions are a feature in Google Ads that allows you to send more data about your conversions to Google. This additional data helps Google better match conversions to your ads, leading to more accurate conversion tracking and improved campaign performance.

How Enhanced Conversions Work

Enhanced conversions work by combining your first-party customer data with Google's data. When a user converts on your website, Google can match that conversion to your ad based on the additional information provided. This matching process is done in a privacy-safe way, ensuring that user data is protected.

For example, if a conversion is "filling out a lead form," then with Enhanced Conversions activated, two things will happen when a Google Ads user converts. First, via your standard conversion tracking, Google Ads will track that the form fill was completed. But due to technical things like cookies and consent settings, it's possible that the user may not be able to be "connected" to their Google Ads click, which will break your conversion tracking.

This is where the second thing, Enhanced Conversions, comes in. Since the user submitted their contact information with the form, that information will be sent to Google to "fill in the gaps" and ensure the conversion can be properly tracked and attributed to Google.

Benefits of Using Enhanced Conversions

• Improved Conversion Tracking: Enhanced conversions provide more accurate conversion data, giving you a clearer picture of your campaign performance.
• Better Campaign Optimization: With more accurate data, Google can optimize your bids and targeting more effectively, leading to better results.
• Increased ROI: By improving your conversion tracking and campaign optimization, enhanced conversions can help you get more out of your Google Ads budget.

Drawbacks of Using Enhanced Conversions

• Implementation: Setting up enhanced conversions requires some technical expertise, as you'll need to modify your website's code or use Google Tag Manager or Google Analytics.
• Privacy Concerns: Some users may have concerns about sharing additional data with Google. However, Google has implemented strict privacy measures to protect user information.

Should You Be Using Enhanced Conversions?

While enhanced conversions offer several benefits, they may not be necessary for all advertisers. If you're a small business with limited resources, especially an ecommerce business, you may want to focus on other technical implementations first. However, if you're managing Google Ads for multiple clients or have a large budget, or your conversion objective is lead generation, implementing enhanced conversions is highly recommended.

Enhanced Conversions: A Powerful Tool for Google Ads Success

Enhanced conversions are a valuable tool for any advertiser looking to improve their conversion tracking and campaign performance. While they may not be essential for everyone, they can provide significant benefits for those willing to invest the time and resources to implement them.