Our client, a mid-sized eCommerce retailer specialising in premium home goods, was looking to improve the performance of their Google Ads campaigns. Despite robust ad strategies, they struggled to accurately track conversions, particularly from users interacting across multiple devices. To address this, we implemented Google Ads Enhanced Conversions, a powerful feature designed to bridge tracking gaps and improve attribution accuracy.
We addressed these challenges by auditing their existing setup, configuring Enhanced Conversions through Google Tag Manager, and ensuring accurate collection and hashing of first-party customer data. By improving data quality and aligning their CRM system with Google Ads, we achieved a 95% match rate, significantly above industry benchmarks.
Data Collection Gaps
The client’s standard tracking setup missed conversions when users switched devices or browsed incognito, leading to underreported results.
Data Quality Concerns
Ensuring the accuracy of customer data (email addresses, phone numbers) was critical for maximising match rates.
Technical Implementation
Configuring enhanced conversions required seamless integration with the client’s existing Google Tag Manager (GTM) and CRM system.
1. Audit and Preparation
We began by auditing the client’s existing Google Ads account, GTM setup, and CRM system. We identified gaps in data collection and ensured the availability of accurate first-party customer data, such as hashed email addresses and phone numbers.
2. Enhanced Conversions Setup
Using Google Tag Manager, we configured Enhanced Conversions by collecting first-party data (email, phone number) securely during key conversion events, such as form submissions and purchases.
Hashing the data in SHA256 format directly within GTM, as required by Google.
Sending the hashed data to Google Ads for matching.
3. Data Validation and Testing
We conducted rigorous testing to ensure the accuracy of the enhanced conversion setup. This included validating that hashed data was correctly passed to Google Ads and matched with Google’s user database.
4. Optimising Match Rates
To achieve a high match rate, we worked closely with the client to:
Improve form fields to collect complete and accurate customer information.
Reduce errors in data entry by implementing form validation. Integrate data from the client’s CRM to capture offline conversions alongside online events.
5. Campaign Optimisation
With accurate conversion data now available, we adjusted bidding strategies to optimise for high-performing audiences, leveraging Google’s Smart Bidding to maximise ROAS.
Through our meticulous setup and data quality improvements, we achieved a 95% match rate for Enhanced Conversions. This was significantly above the industry average.
Conversion tracking accuracy increased by 30%, with cross-device conversions now fully captured.
The client gained deeper insights into their customer journey, enabling them to make more informed marketing decisions.