Google Ads Enhanced Conversion For Leads
- Why use Google Ads Enhanced Conversion For Leads?
- Set Up
- Cross-Account Conversion Tracking
- How to add a sync?
- What data does Dreamdata send to Google Ads?
- Attribution Model
- How to view conversion actions Dreamdata Created on your Google Ads Platform?
- How to view conversion metrics related to Google Enhanced Conversions on Google Ads Platform?
- How can I compare the conversions and conversion value between Dreamdata and Google Ads?
- Why do conversions set through Dreamdata show Needs attention status?
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.
- 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.
- Improved 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
- Turn on auto tagging: Go to Google Ads account -> Admin -> Account Settings -> Auto-tagging -> check Tag the URL that people click through from my ad -> Save
- The person connecting it needs to have one of the following permissions for your ad account:
- Admin
- Standard
- Accept Google Ads customer data terms: Go to your Google Ads account -> Goals -> Conversions -> Settings -> Accept Customer Data Terms
- Enable Enhanced conversions for leads: Go to 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, you only need to add the enhanced conversion sync to your MCC accounts. Read more about cross-account conversion tracking.
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. You will not see any conversions in your Google Ads accounts.
If you did not enable cross-account conversion tracking on Google Ads, but create a conversion sync to your MCC account. You will not see any conversions in your Google Ads accounts.
How to add a sync?
- Go to Dreamdata App Audience Hub -> Syncs -> Google Ads Enhanced Conversions
- Connect your Google Ads account
- Choose an account you want to send conversions to
- Choose a stage that you want to measure as an enhanced conversion
- You must also confirm the consent status of all contacts included in this conversion by selecting an option in the dropdown for ad_user_data (sending user data to Google for advertising purposes). You can read more about Google's consent policy here.
- Click Save, and you are all set
Note:
- It takes up to 24 hours after sync creation for Dreamdata to send data to Google.
- It takes Google up to 24 hours after getting the data from Dreamdatato to be able to show the enhanced conversions in Google Ads Platform.
- 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 -> Settings -> Data Modelling Schedule
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:
- GCLID
- GBRAID if GCLID can not be found
- WBRAID if GCLID and GBRAID can not be found
- Email Address (hashed)
- Additonal email addresses that can be found in your CRM (hashed)
- Phone number(hashed)
- Conversion Time
- Conversion Value
- Currency
Attribution Model
- 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.
Below are the details of how Dreamdata sends conversions to Google Ads:
Assume you set up an enhanced conversion for your Deal Closed Won stage. For Company A, there is 1 deal that reached this stage on 2024-09-20. The deal amount is 10,000 USD. We tracked 3 contacts involved in the customer journey of this deal.
The following conversions will be sent to Google Ads
GCLID/GBRAID/WBRAID | Phone number | ConversionTime | Conversion Value | Conversion | Currency | |
GCLID/GBRAID/WBRAID1 (if found in tracking data) | email1 | phone1 | 2024-09-20 | 10000 | 1 | USD |
GCLID/GBRAID/WBRAID2 (if found in tracking data) | email2 | phone2 | 2024-09-20 | 10000 | 1 | USD |
GCLID/GBRAID/WBRAID3 (if found in tracking data) | email3 | phone3 | 2024-09-20 | 10000 | 1 | USD |
This means that if all 3 contacts have interact with Google campaigns before the deal reached the Deal Closed Won stage, you will see 3 conversions in Google Ads but that actually represents 1 deal.
- Conversion actions created before 2024-09-19 are using an External Attribution Model calculated by Dreamdata. Only contacts/GCLID/GBRAID/WBRAID that have clicked an ad are sent to Google
Below are the details of how Dreamdata sets attribution credit for conversions:
Dreamdata uses a Linear attribution model for Google Ads Enhanced Conversion data. The value of a conversion is linearly split among all the Google Ad clicks.
Example:
Assume the following customer journey:
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 |
Note:
- The conversion window for an ad click is set to 90 days (That's why GCLID1 is not sent to Google Ads in the above examples).
- Only data with recent 90 days Conversion Time can be sent to Google Ads.
- Only GCLID generated in recent 90 days can be sent as google enhanced conversions.
How to view conversion actions Dreamdata Created on your Google Ads Platform?
- Go to Google Ads Platform -> Goals -> Conversions -> Summary -> Change timerange to All time
- If your Google Ads account received enhanced conversions from Dreamdata, you will see an active green sign in the status column
How to view conversion metrics related to Google Enhanced Conversions on Google Ads Platform?
- Go to Google Ads Platform Campaigns view
- Select Segment -> Conversions -> Conversion action
- Add following columns:
- Conversions (by conv. time)
- 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 conv. (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, for example:
- 55 days adjustment window
- 90 days conversion windows
- recent 90 days conversions
- recent 90 days clicks
- GCLID generated outside the Google Network is not accepted by the conversion upload
- Google is able to match Engaged View Conversion, which is not reflected in Dreamdata
Check the Attribution Model section of this page to understand how Dreamdata is sending conversions to Google Ads
Even if there isn't an exact match, conversion data can definitely send a strong signal to your Google Ad campaigns for ROI improvement.
Why do conversions set through Dreamdata show Needs attention status?
Understanding the "Tag is missing user-provided data" or "No user-provided data matches" Error
If you encounter the "Tag is missing user-provided data" or "No user-provided data matches" error, don't worry, everything is still functioning correctly. 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.
Keep in mind that Dreamdata sends GCLID and hashed personal information to Google Ads through API, so implementing Google Tag on your website forms is not mandatory.
