This feature is part of an open beta and is subject to change.
Overview
Enhanced conversions is a feature in Google Analytics that can improve the accuracy of your conversion measurement and unlock more powerful bidding in Google Ads. It supplements the events you've marked as conversions.
When a customer completes a conversion on your website, you may receive first-party customer data such as an email address, home address, and/or phone number. This data can be collected and sent to Google in a hashed form through user-provided data collection, and then used to enhance your conversion measurement through enhanced conversions.
Note: Google is committed to protecting the confidentiality and security of your data. We'll keep your data confidential and secure using the same industry-leading standards we use to protect our own users’ data. We only report aggregated conversions.
Benefits
Enhanced conversions helps to produce a more complete picture of your cross-channel conversion attribution so you can better understand how all your channels are performing, and use this more complete understanding when bidding or reporting in linked Google products.
Enhanced conversions matches your first-party data with Google data from consented, signed-in Google users to fill in gaps for Google Ads ad interactions that may be unobservable when other identifiers are not available.
Considerations
- To ensure the accuracy of your data, improvements to the models and attribution by enhanced conversions with Google Analytics are not available immediately. You should expect 1 month while it's active before these improvements are available in reports in Google Analytics and in the downstream reports and bidding in Google Ads.
- If your property has audiences with conditions that involve user interactions across multiple devices, audience membership will decrease since signed-in user data (User-ID) is kept separately from signed-out user data. This means that the ability to remarket to these audiences on devices other than the device where they met the audience condition criteria will be impacted. This impact will be partially mitigated if your property has enabled Google signals.
- Demographics and interest data for users with user ID will transition from being derived from cookie and device identifiers to user-provided data from signed-in users.
Activating enhanced conversions
To activate enhanced conversions in Google Analytics for properties with web data streams, complete these steps:
- Set up user-provided data collection for your website
- Link your Google Analytics 4 property to Google Ads
If you already implemented enhanced conversions with Google Ads Conversion Tracking, and you meet the prerequisites for enhanced conversions in Google Analytics (i.e., linked a Google Ads account and set up for a web data stream), you will still need to make some configuration updates to send your customer data to Analytics, however, it shouldn’t require any code changes. You will simply need to copy over the configurations you’ve set for enhanced conversions over to the Google Analytics 4 tagging configurations.
If your site uses Google Tag Manager, the user-provided data settings will be available in your Google tag configuration. If your site uses gtag.js, the user-provided data settings will be available in the Google tag settings in Admin (under Property column > Data Streams > More Tagging Settings > Include user-provided data from your website, then copy your configurations from Google Ads Conversion Tracking if available.
Enhanced conversions in Google Ads vs. Google Analytics
Enhanced conversions in Google Ads and Google Analytics serve similar purposes: they can help you improve the accuracy of your conversion measurement. If you use both platforms, setting up enhanced conversions in Google Analytics has additional benefits compared to setting it up just in Google Ads.
For example, in Google Analytics, you can also get demographics and interests insights, and enhanced conversions can provide insight for both paid and organic channel measurement. In addition to this, enhanced conversions in Google Analytics will offer a first-party audience integration via Customer Match.
Setting up enhanced conversions in Google Ads and Google Analytics
Whether you need to set up enhanced conversions in Google Ads, in Google Analytics, or in both platforms depends on if and how you use both platforms. In most cases, setting up enhanced conversions does not automatically apply to both platforms.
- If you only use Google Analytics, you only need to configure the collection of user-provided data to enable Enhanced conversions in Google Analytics. No actions are required in Google Ads.
- If you use both Google Analytics and Google Ads, but you are not importing Google Analytics conversions into Google Ads, you need to configure the collection of user-provided data to get enhanced conversions in Google Analytics. If you use Google Ads conversion tracking and want enhanced conversions in Google Ads, you need to set up enhanced conversions for Google Ads.
- If you use both Google Analytics and Google Ads, and you are importing Google Analytics conversions into Google Ads, you need to configure the collection of user-provided data to get enhanced conversions in Google Analytics. In this setup, enhanced conversions are automatically shared with the Google Ads account in which you import Google Analytics conversions, and no further action is needed in Google Ads.
- If you use both Google Analytics and Google Ads, and you are importing Google Analytics conversions into Google Ads and you use Google Ads conversion tracking in the same account or MCC, you need to configure the collection of user-provided data to get enhanced conversions in Google Analytics. In addition to this, you need to set up enhanced conversions for Google Ads conversion tracking as well.
- If you decide to set up enhanced conversions in both Google Ads and Google Analytics and you measure the same type of conversion in the same Google Ads account using both types of conversion tracking. For example, both measure a purchase conversion, make sure to only use one conversion as your primary goal, to prevent double counting the same conversion in your campaigns. Learn more about goal settings.