Google Ads Is Rolling Out Enhanced Conversions In Beta To All Eligible Advertisers

Enhanced conversions allow tags to use consented, user-provided data from your website to give you a more accurate view of how people convert after engaging with your ads. This data is hashed to ensure security and protect user privacy, and you’ll receive aggregated and anonymized conversion reporting.

Let’s say you’re running ads on YouTube and a Google signed-in user views your ad, but doesn’t click on it. They then visit your website and make a purchase. Previously, this type of conversion would have been difficult to attribute to your ads. With enhanced conversions, you can better understand your customer’s journey by tying more conversions to your ads in a privacy-safe way. This in turn provides more observable data to strengthen conversion modeling, gives you the comprehensive data you need to unlock performance insights like conversion lift, and helps you better optimize campaigns, like when you use Smart Bidding.

Advertisers who have tested enhanced conversions have seen positive results. U.K.-based retailer ASOS implemented enhanced conversions across Search and YouTube to measure conversions that otherwise wouldn’t have been reported. They saw an improved return on ad spend (ROAS) with a recorded sales uplift of 8.6% in Search and 31% in YouTube.

Google is also collaborating with additional data platforms like Tealium, Twilio Segment and more to make it easier to implement enhanced conversions. If you currently process data through these services, you can enable enhanced conversions with just a few steps. Check out the Tealium integration instructions and the Segment integration instructions to learn more.

Learn more about enhanced conversions in the Google Ads Help center.