As a marketer, it’s critical to understand how your prospects convert.
It’s easy to see a disconnect between capturing user information online as a lead and converting it into the end result of a customer.
Whether you’re in B2B or B2C, you’ve probably faced this struggle before.
Last year, Google launched Enhanced Conversions for the web, which has benefited many online stores and e-commerce transactions. Now, Google has a solution for lead generation businesses.
Google is rolling out a solution to help advertisers measure offline conversion: Increase the conversion rate of potential customers.
We’ll explore how the technology works and how you can start implementing it today.
What is an enhanced conversion?
Enhanced Conversions is a tool that you can use in conjunction with existing conversion tags in Google Ads to make conversion measurement more accurate.
You can set up enhanced conversion measurement in Google Ads or Google Tag Manager.
Enhanced Conversions leverages your existing Google Ads code and sends secure, first-party conversion data to Google in a secure, private way.
How does this work?
The information you receive from an online prospect (email, name, address, etc.) is hashed and sent to Google. This information will then be used to enhance your conversion measurement.
Google uses a secure hashing algorithm called SHA256, which is a one-way data transmission.
Hashing data means that people’s information is safe, private and anonymous.
Enhanced conversions for leads are a little different than enhanced conversions for networks.
Key differences in lead-enhanced conversions include:
- Improved measurement of offline transactions originally from site leads or visitors.
- When uploading lead data, the provided hash will be attributed to the corresponding Google Ads campaign
Google gives you a useful visual to understand this process.
In order to set up enhanced conversions, you need to have specific customer information. Google requires at least one of the following customer data:
- Email address (preferred)
- name and home address
- Phone number (must be provided in addition to one of the other properties)
The benefits of enhanced conversions
If you’re in the lead generation space, you might want to consider adopting this feature. There are many benefits to setting up enhanced conversions. Some of the key benefits include:
- Easier to set up
- better performance
- Flexible implementation
Enhanced conversion setup is easier because there is no need to modify or change your CRM system.
You can configure it in your Google Ads or Google Tag Manager account. Whichever way you choose to set these up, it only requires minor configuration changes.
To set up enhanced conversions in Tag Manager, see the instructions here.
If you don’t use Tag Manager but have a global site tag, implementation instructions are provided here.
generalize
We live in a multi-touch and multi-impact world. If you still rely on last-click attribution, you may benefit from this new feature.
With additional data points, you’ll be able to optimize your marketing campaigns for sales that occur outside of your website.
resource: Google Ads Help
Featured Image: Lightspring/Shutterstock
