Enhanced Conversions for Leads
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- Опубліковано 18 жов 2024
- Google Support Doc - Enhanced Conversions for Leads: support.google...
Google Sheets template for importing your Emails and Phone Numbers
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In this comprehensive guide on "Enhanced Conversions for Leads," we delve into the complexities of tracking offline conversions in the ever-evolving digital landscape. Discover how to bridge the gap between online ad engagement and real-world actions like mortgage applications and home purchases. With step-by-step instructions, we guide you through setting up conversion actions in Google Ads, capturing crucial user data, and creating User-Provided Data Event Tags for accurate measurement. Don't miss this opportunity to enhance your advertising insights and optimize your campaigns effectively.
#digitalmarketing #ConversionTracking #OnlineAds #GoogleAds #EnhancedConversions #MarketingStrategy #DataAnalytics #UserData #LeadGeneration #MortgageCompany #OfflineConversions #MarketingInsights #GoogleTagManager #iOSUpdates #CookieDeprecation #AdvertisingEfforts
Dude, you're a legend. Thank you for this tutorial. Helped me a lot!
Thanks. Share the content if you feel it will benefit others. :)
Forgive the observation and criticism, although its not intended as such. During your creation of the conversion action in Google Ads, you should be choosing between 'Qualified Lead' or 'Converted Lead' - not 'Submit Lead Form'. If you choose 'Submit Lead Form' then your campaigns will not know the different between an initial 'pre qualified' conversion in a system (ie the GA conversion) and the data that becomes qualified lead offline in a CRM. You will then struggle to optimise your campaigns in a manner that would big towards offline conversions, or you would struggle to switch up bidding strategies to make the most of this data.
For sure, thanks for the input. This was meant to be just a simple demo.
Using 'Submit Lead Form' can still be a valid approach, depending on your objectives and how you plan to handle lead qualification. From a technical setup perspective, it doesn't matter.
Very helpful
Thanks for sharing
Thank you so much. This is very useful!!
awesome GTM walk-through of whats needed for the setup. thank you!
Great tutorial. I am using this to setup some web based leads (non CRM) but this video helps mostly do that...
Glad it was useful. Cheers!
Hey! Great video, I was wondering what you would suggest doing, If for some reason the built in "form submitted" event isn't working. GTM can't seem to recognize the forms I have in my funnel.
Thanks for the video. In a time where this technology is rather new, it is nice to be seeing people upload their experience with the technology. However, don't you think the "Goal and Action Optimization" should have been set to either a Qualified or a Converted Lead? Especially since our intention is to track the offline conversion, not just a lead form submitted online. Great video and thank you again, I am just asking to see if I am missing something.
Absolutely right, I did miss that! The video was mainly about setting things up outside of Google Ads, and I guess I overlooked how to ensure things are optimized within Google Ads itself. Good catch - thanks for pointing that out! Glad you found the content useful.
Thank you sir. I appreciate the response.@@Alessandro-Colarossi
Thanks for the video
Thanks for the really helpful video! We already have an offline upload using GCLID - would this be used to supplement this or would it an new upload and new conversion?
Hey Andy, thanks for the question. Good one!
Offline Conversion Imports: This feature allows you to upload conversion data (like when a sale closes in-store) directly into Google Ads. This bridges the gap between your online ads and offline actions.
Enhanced Conversions for Leads: This feature helps improve the accuracy of conversion tracking for lead generation campaigns. It uses first-party data (e.g., email, name) submitted by customers through a lead form to match your website leads to real conversions.
Why Combining Them Is Powerful --
Filling the Gaps from Cookie Loss and Modeling for Accuracy: As third-party cookies become less reliable, using both enhanced conversions (relying on first-party data) and offline conversion tracking (GCLIDs) diversifies your data sources. This makes your tracking more robust against privacy-related changes. Enhanced conversions use modeling to improve precision even further.
Hi, new subscriber here - thanks a ton for this detailed tutorial. I'm just setting up enhanced conversions for the first time ever and I wanted to know how hashing works for PII, especially when a client doesn't have a CRM and relies solely on manually uploading data to Google Sheets. Will GTM automatically hash the email, name and phone fields and send them to Google, or is this something we need to do ourselves and then upload the hashed data manually to Google Ads?
Also, I've seen a few tutorials where you can see the 'em' value in the developer tools network tab to check if GTM is sending hashed email or not. But - I can't figure out if it's sending other info hashed or not?
Thanks for subscribing and commenting!
Yes, you’re right. If data is sent as clear text, Google will hash it to protect user privacy. Google uses a one-way hashing algorithm called SHA256 to convert the data into a unrecognizable string of characters. This means that even if someone were to intercept the data, they would not be able to read it.
The em value you see in the developer tools network tab is one way to confirm that GTM is sending hashed data. The em value is a unique identifier that Google Ads assigns to each conversion event. It will only appear in the network tab if the enhanced conversion hit was sent successfully.
I plan to do a video on the em value is and how to find it in the future, so stay tuned!
@@Alessandro-Colarossi Thanks for getting back to me quickly - I really appreciate all the helpful info you're sharing for free. I'm having trouble seeing my values on the thank you page, and I can't figure out how to do that localstorage thing without help from the developer. So - it's tough for me to know if all the data is encrypted like it should be. I'm just guessing at this point since everything seems to be set up correctly with GTM.
Hello, thanks. It works with Divi and Elementor Forms, but not with Activecampaign forms ein Wordpress. Any idea why?
Hmm, shouldn't you use the other predefined tag called "Google Ads Conversion Tracking" inside GTM instead of "Google Ads User-Provided Data Event", and then fill up the "Conversion Label" field inside that tag with the conversion's unique label ID?
That way the form submission will be connected to that single conversion event.
The way you have implemented it in the video suggests that the form submission will be connected to the Google Tag's ID in general, but not to the single DEMO conversion you have created manually in Google Ads settings. You need to use the conversion's unique label ID to do that.
Afterward, inside the "Google Ads Conversion Tracking" tag there is a checkbox to be ticked called "Include user-provided data from your website" which opens the same "Select user-provided data variable..." dropdown, where you can select your manually created variable that contains user data from the form fields.
What do you think about that?
BR,
Miljenko
Enhanced conversions for leads is tied to a data source in Google Ads rather than a conversion action that has a label:
support.google.com/google-ads/answer/11347292?hl=en#set_up_EC
See here for setting things up in GTM:
Set up enhanced conversions for leads using "manual configuration" in Google Tag Manager
support.google.com/google-ads/answer/11347292?hl=en#implementation-options&zippy=%2Cset-up-enhanced-conversions-for-leads-using-manual-configuration-in-google-tag-manager
@@Alessandro-Colarossi Aha, sorry, you seemed to be right.
You are dealing with Enhanced Conversions for LEADS and not for WEB in the video. That small part is important.
I skipped the scene where you selected an IMPORT option for your conversion action inside Google Ads settings, so I thought you were dealing with a standard WEBSITE conversion action.
In my case, I need to pass real-time user data (hashed) to Google. Right from the website. That is a little bit different from uploading conversions sometimes in the future. As I see it, here in your video you are showing how to (1) send all user submissions to Google, but not telling which one of them is a conversion, and then (2) being able to manually upload a list with users that actually converted, so Google can map them to the previously collected data.
What I need to do in my case is connect submission (user) data with a concrete conversion action (which has its own label ID), to allow Google to better track conversions.
@@miljenkobulas4375 No worries man, thanks for watching. Don't forget to like and share!