Google Ads Enhanced Conversion For Leads

Google Ads Enhanced Conversion for Leads allows you to send anonymized customer data from Dreamdata directly to Google Ads. In this article we will explain how to set up the sync and detail the data flow between Dreamdata and Google Ads.

Why use Google Ads Enhanced Conversion For Leads?

Using Google Ads Enhanced Conversion for Leads can help you get a better understanding of the impact of your online advertising on conversions, which can lead to more effective campaigns and better ROI. Learn more about Google Ads API.

  • You can get better ROI measurement: by combining Google Ads Enhanced Conversion for Leads and automated bid strategies, Google can help you optimize campaigns to generate more conversions at a lower cost. Learn more about automated bid strategies.
  • You can improve campaign targeting: if you find that a particular ad or keyword is driving a lot of enhanced conversions, you can focus on refining the targeting and messaging with that knowledge for future campaigns.

Set Up Google Ads Enhanced Conversions

First, you will need to set up in your Google Ads account.

  1. Turn on auto tagging:
    1. Go to Google Ads account -> Admin -> Account Settings -> Auto-tagging -> check Tag the URL that people click through from my ad -> Click Save
  2. Check your permissions.
The person connecting the Google Ads Enhanced Conversions needs to have either Admin or Standard permissions for the Ad Account.
  1. Accept Google Ads customer data terms:
    1. Go to your Google Ads account -> Goals -> Conversions -> Settings -> Accept Customer Data Terms
    Screenshot of Google Ads account -> Goals -> Conversions -> Settings -> Accept Customer Data Terms
  2. Enable Enhanced conversions for leads:
    1. Go to Google Ads account -> Goals -> Conversions -> Settings -> Enhanced conversions for leads
Screenshot of Google Ads account -> Goals -> Conversions -> Settings -> Enhanced conversions for leads

Cross-Account Conversion Tracking

If you enable Cross-Account Conversion Tracking on Google Ads and use a MCC account to manage conversions across all of your Google ads accounts, then you will need to add the enhanced conversion sync to your MCC accounts. Read more about cross-account conversion tracking.

In the following two cases you will not see any conversions in your Google Ads accounts.
  1. If you enabled Cross-Account Conversion Tracking in your MCC Google Ads account, but create a conversion sync to the child Google Ads account of that MCC.
  2. If you did not enable cross-account conversion tracking on Google Ads, but create a conversion sync to your MCC account.

How to add a sync in Google Ads Enhanced Conversions?

It can take up to 48 hours for enhanced conversions to appear in the Google Ads platform after they are created.
Screenshot of Activation Hub -> Syncs -> Google Ads Enhanced Conversions in Dreamdata.
  1. Go to Activation Hub -> Syncs -> Google Ads Enhanced Conversions in Dreamdata.
  2. Connect your Google Ads account.
  3. Choose an account you want to send conversions to
  4. Choose a stage that you want to measure as an enhanced conversion
You must confirm the consent status of all contacts included in this conversion. For that, select an option in the dropdown for ad_user_data (sending user data to Google for advertising purposes).

Read more about Google's consent policy here.

  1. Click Save, and you are all set.
Screenshot of Add Conversion with its fields
Dreamdata will sync your conversion data at least once a day. The sync starts right after the data modelling process. To see when data modelling starts, go to Data Platform -> Data Hub -> Data Modelling Schedule in Dreamdata.
If you want to make a change in an already added sync, you should delete it and make a new one. Once the sync is created you can only edit the Consent.

What data does Dreamdata send to Google Ads?

Dreamdata only sends recent 90 days stage reached info of a contact to Google Ads, starting from the sync creation date.

After adding the sync, Dreamdata will send the following data to Google Ads (only for contacts for which we have at least one of the following: GCLID/GBRAID/WBRAID):

  • GCLID - Learn more about it here.

If GCLID can't be found, it will send:

  • GBRAID - Learn more about it here.

If GCLID and GBRAID can not be found, it will send:

  • ​​​WBRAID - learn more about it here.

Moreover, we will send the following information hashed (anonymized):

  • Email Addresses.
  • Additional email addresses that can be found in your CRM.
  • Phone numbers.
  • Conversion Time.
  • Conversion Value.
  • Currency.

How does Dreamdata send conversions to Google Ads?

Conversion actions created starting 2024-09-19 are using Google's Data Driven Attribution Model and all tracked contacts that are involved in the customer journey are sent to Google.

In this section we will use an example to explain the details of how Dreamdata sends conversions to Google Ads.

First, assume you set up an enhanced conversion for your Deal Closed Won stage. For Company A, there is one deal that reached this stage on 2024-09-20. The deal amount is 10,000 USD. We tracked three contacts involved in this deal's customer journey.

Core Mapping Rule: Dreamdata maps conversions at the Contact level. One deal that involves three contacts will result in three individual conversion events sent to Google Ads.

The following conversions will be sent to Google Ads:

Latest GCLID/GBRAID/WBRAID

Email

Phone number

ConversionTime

Conversion Value

Conversion

Currency

Latest GCLID/GBRAID/WBRAID1 in deal journey (only if found in tracking data)

email1

phone1

2024-09-20

10000

1

USD

Latest GCLID/GBRAID/WBRAID2 in deal journey (only if found in tracking data)

email2

phone2

2024-09-20

10000

1

USD

Latest GCLID/GBRAID/WBRAID3 in deal journey (only if found in tracking data)

email3

phone3

2024-09-20

10000

1

USD

This means that if all three contacts have interact with Google campaigns before the deal reached the Deal Closed Won stage, you will see three conversions in Google Ads but that actually represents one deal.

If you want to use the new Attribution model and it's capabilities for existing syncs, you will have to delete the sync and recreate it for the same conversion. Make sure you follow the steps from the set up section above before recreating.

How does Dreamdata set attribution credit for conversions?

Dreamdata uses a Linear Attribution Model for Google Ads Enhanced Conversion data, this means that the value of a conversion is linearly split among all the Google Ad clicks.

Below we introduce an Example:

The following Customer Journey Timeline maps seven touchpoints for a single prospect over a 26-month period, tracking events from initial clicks to the final sales qualification.

Looking at the timeline, we see four events which are Google Ads Clicks (click Campaign A and B), each with a unique GCLID; the MQL and SQL represent the conversion events and the Phone Call an offline event.

Timeline with 7 events: 2020-01-01 -> Campaign A (GCLID1) -> Event: Click, 2022-01-30 -> Campaign A (GCLID2) -> Event: Click, (Late Jan 2022) -> Offline Sales Touchpoint -> Event: Phone Call, 2022-01-31 -> Campaign B (GCLID3) -> Event: Click, 2022-03-01 -> Conversion Touchpoint -> MQL, 2022-03-02 -> Campaign B (GCLID4) -> Event: Click, 2022-03-05 -> Conversion Touchpoint -> SQL

For MQL conversion action, we send the following conversions:

GCLID/GBRAID/WBRAID

ConversionTime

Conversion Value

Currency

External Attribution Credit

External Attribution Model

GCLID2

2022-03-01

30

USD

0.5

Linear

GCLID3

2022-03-01

30

USD

0.5

Linear

For SQL conversion action, we send the following conversions

GCLID/GBRAID/WBRAID

Conversion Time

Conversion Value

Currency

External Attribution Credit

External Attribution Model

GCLID2

2022-03-05

100

USD

0.333

Linear

GCLID3

2022-03-05

100

USD

0.333

Linear

GCLID4

2022-03-05

100

USD

0.333

Linear

Why is GCLID1 not been sent to Google Ads? - Example

In the example above we don't see GCLID1 because the ​conversion window​ for an ad click is set to 90 days.

Only data with recent 90 days Conversion Time can be sent to Google Ads.

So only GCLID generated in recent 90 days will be sent as Google Enhanced Conversions.

How can I view the conversion actions Dreamdata Created on my Google Ads Platform?

  1. Go to Google Ads Platform -> Goals -> Conversions -> Summary -> Change time range to All time

If your Google Ads account received enhanced conversions from Dreamdata, you will see a change in the status column.

  1. Go to View Google Ads Platform Campaigns
  2. Select Segment -> Conversions -> Conversion action
  3. Add the following columns:
    1. Conversions (by conv. time)
    2. Conv. value (by conv. time)

How can I compare the conversions and conversion value between Dreamdata and Google Ads?

You shouldn't expect an exact match between All conversion (by conv. time) metric in Google Ads and influenced deals metric in Dreamdata, due to multiple restrictions Google Ads set when uploading the enhanced conversion data. Learn more about the restrictions here.

But even if there isn't an exact match, conversion data can definitely send a strong signal to your Google Ad campaigns for ROI improvement.

Below you can find some of those restrictions:

  1. We are unaware of how Google Data-Driven attribution model is applied on the data we send to Google Ads
  2. 55 days adjustment window
  3. 90 days conversion windows
  4. recent 90 days conversions
  5. recent 90 days clicks
  6. GCLID generated outside the Google Network is not accepted by the conversion upload - Learn more about it here.
  7. Google is able to match Engaged View Conversion, which is not reflected in Dreamdata - Learn more about the Engaged View Conversion here.
Check the Attribution Model section of this page to understand how Dreamdata is sending conversions to Google Ads.

Why do conversions set through Dreamdata show Needs attention status?

Screenshot that shows the Needs Attention message
Understanding the "Tag is missing user-provided data" or "No user-provided data matches" Error

Even if you encounter the "Tag is missing user-provided data" or "No user-provided data matches" error, everything is still functioning correctly and conversions data is synced. This message means that the conversion data we uploaded to Google includes emails that weren't captured by the Google tag on your website's form, which is normal since not all contacts reaching a certain stage (for example: Deal Closed Won) submitted forms through your site.

Dreamdata sends GCLID and hashed personal information to Google Ads through API, so implementing Google Tag on your website forms is not mandatory.
Image shows Tag is missing user-provided data message
Image shows No user-provided data matches message
How to confirm your data is flowing

Go to the Conversions Summary overview and check the All conversions and All conversions columns for each sync. If you want further details you can hover over the Status value and view diagnostics for the imported data.

How to avoid the "Tag is missing user-provided data" or "No user-provided data matches" Error

To decrease the chance of seeing the statuses mentioned above, turn on Google Enhanced Conversions For Web in the Dreamdata Analytics V2 tracking script. This will enable sending the hashed email address of someone that submits a form directly from Dreamdata's analytics script to Google, if Google Tag is set up on your website.

  1. If you are just setting up our Analytics V2 tracking script, turn Google Enhanced Conversions For Web on in the onboarding wizard
    Image shows turning on Google Enhanced Conversions For Web on in the onboarding wizard
  2. If you already have set up our Analytics V2 tracking script, you can reconfigure the script to include Google Enhanced Conversions For Web
    Image shows reconfiguration of the script to include Google Enhanced Conversions For Web

Troubleshoot

admin_policy_enforced Error

If you get an error that says “400 admin_policy_enforced” it means the administrator of your account doesn’t allow you to share some of your organization-specific data with the Dreamdata app.

To solve it, you need to reach out to your organization’s Google Workspace administrator and grant Dreamdata app (868187239591-85s42vftrlp1nejh7cj1cdsvjtn86gon.apps.googleusercontent.com) access based on this doc

Go to Security > Access and data control > API controls > MANAGE THIRD-PARTY APP ACCESS > Configure new app > search 868187239591-85s42vftrlp1nejh7cj1cdsvjtn86gon.apps.googleusercontent.com > grant access

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