Online Privacy is something all the users love to have, but at the same time, all the popular tech companies also want to operate in a very private and safe way. For that, in particular, Google is set to replace third-party cookies with something new, Enhanced Conversions. Let’s understand this new technology!
What are Enhanced Conversions?
In short, this is something made to do conversion tracking more privately. one can achieve it by hashing the first-party data using a hashing algorithm (SHA256, to be exact). Hashing the data and sending it to Google ads helps improve Privacy as names and email addresses are converted into hashed text, thus making it harder to read.This mechanism of hashing the first-party data was first brought into effect by Facebook back in 2016. It provides privacy and guarantees accurate data, making everything smooth and improving overall performance.
Let’s understand how it works:
Using Google Tag Manager and Global Site tag
It always happens that something extra always has something different to offer as well. These Enhanced conversions often mean using them to improve reporting, better attribute conversions, and provide more data-driven optimization. Enhanced Conversion tracking will require changes to how you generally tag information, depending on whether you use GTM or gtag.
Google Tag Manager: This tag management system helps users add tracking codes and measurement tags to a website.
Global Site Tag (tag as mentioned earlier): It allows sending event data to Google Ads and other platforms. Instead of adding different titles, you can use only this one.
How to manually set up enhanced conversions?
Before you set up GTM or gtag, Google recommends the following options:
There are two ways by which enhanced conversions one can use:
To use GTM, sign into your Google ads account, click on “Tools,” and then, under measurement, click on ‘Conversions.’ Find which Conversion event you would like to set up, and then click ‘Turn On Enhanced Conversions.’