I’ve been hearing a lot of questions about Enhanced Conversions, and I’m here to help you get this right. I’ll break down every little step you need to take to implement Enhanced Conversions.

To begin, let’s start with an “tell me like I’m 5” explanation of what Enhanced Conversions is.

Enhanced Conversions is a Google Ads feature that uses first party data (like email, name, phone number) to improve conversion measurement accuracy - ultimately letting you unlock more powerful bidding.

It takes this first-party data and matches it to users based on their signed-in Google accounts. This is how they ensure a more accurate method of tracking your ads conversions.

Why should I care?

• Better tracking accuracy: Recover conversions that wouldn’t have been tracked

• Better campaign optimization: More precise data makes it easier for Google to automatically adjust your bidding and campaigns

• Better privacy compliance: This uses secure and hashed data to protect your customer’s privacy

Let’s walk through how to turn this on.

I come across more incorrect implementations than proper ones. So I think it’s important to go through each step to make sure you are properly set up.

1. Accept these terms 👇️ 
   In the Conversion settings page, find the "Customer data terms" section – make sure you’ve accepted these terms.

2. Turn on Enhanced Conversions for leads
   In the same Conversions settings page, find the “Enhanced conversions for leads” section and check off ✅ “Turn on enhanced conversions for leads”.

   Then select your tracking method - eg. Google tag, Google Tag Manager, or Google Ads API (if you’re an Aimerce user).

3. Turn on Enhanced Conversions
   There are two circumstances here. If you’ve already set up Enhanced Conversions, you are all good to go! You’ll know if you can see this 👇️ 

   

Alternatively, if you have NOT set up Enhanced Conversions, you will see this👇️It means you will need to set this up from scratch. Fear not, I will walk you through it.

If you haven’t set up Enhanced Conversions, let’s go through the ways you can do this.

1. via Google Tag Manager - If you’re already on GTM for conversion tracking, I recommend you stick to this and make some slight changes to your setup. Read this.
   

2. via Google tag - If you’ve set up conversion tracking on your site using , you can stick to this route and make some slight changes to your Google tag setup. Read this. (Note that Google tag needs to be directly set up on your page, not via a third-party tool or iFrame.) 
   

3. via Aimerce - Once you’ve accepted the Customer data terms, turned on enhanced conversion, select “Google Ads API” as your method. Go to the Aimerce dashboard and connect your Google Ads account your customer ID!

   

Once you’ve done that, you can also toggle on the “Send Secondary Purchase Conversion Action” setting. After turning this on for a month, you can choose to use Aimerce as your primary Conversion Action tool - you’ll like what you see.

4. via GA4 – Go to your GA4 Admin page, under the “Data collection and modification” section, click “Data collection”. Then find the “User-provided data collection” section, and click “Turn on”.

   

Choosing Aimerce as your primary Conversion Actions tool

You’ll see an example of one of our clients results here after using Aimerce as the primary Conversion Actions tool. Our server-side tracking solution was able to capture 20% more than Google’s native solution - hence the 10% difference you can see here compared to Google Analytics.

I hope you found this helpful!

Before I sign off, I wanted to share a community resource I’ve found incredible helpful for the community. eCommerceFuel is a privacy community of established ecommerce founders who help each other grow financially and flourish personally. As a founder myself, I know how valuable the right community can be for your business and personal journey.

✌️Here to help you win,

Yiqi