Google Ads Enhanced Conversions (Enhanced Conversions) requires attention to certain fields in form inputs when collecting user data such as email, phone, or address, to ensure proper matching of the data by Google Ads and to optimize the conversion process1.
In tracking via Google Ads (AdWords) Conversion Code Setup, I have observed a recent surge in code updates related to Google Ads - Enhanced Conversions. However, this process, if executed without proper planning, may result in wasted effort that fails to yield corresponding results. Below, I will provide some recommendations to help enhance the effectiveness of Enhanced Conversions1.
Data Format
User data is stored by Google Ads in hashed form (aggregated data including email, phone, and address) 12. Consequently, each user’s data is processed uniquely. Matching of the relevant data is a crucial step at this stage. Therefore, the data must be constrained within a specific format 3. To recap, the following data fields should be used:
- Email address (recommended)
- First and last name, and home address (full address, city, state/region, and postal code)
- Phone number (can also be used alongside the above two fields)
When using phone numbers—both in transactional and form fields—each phone number will be matched to a distinct value, especially in cases where different masking formats are applied in forms.
Below are examples of some phone number definitions.
| Phone Number | SHA256 Hash |
|---|---|
| +905554443322 | 93d891ecb6e82af6a73fced2463b292ffa5c9b2004299ff2e912904a012fb3e7 |
| 05554443322 | da934756bfef14f0f75afea2028e7d0b2408634e2efa4ef0bad49002dc2e90b7 |
| 5554443322 | fd10f40cc24f4b160584182a59b174c870330b4a8d1516c1a71dfcddb4b55509 |
| 555 444 33 22 | 8b01cf10c64884ab6106cbe1aa2ae06552671a3f45343b26a04a164056146531 |
It is recommended to use the E.164 format for phone numbers4.
Although email usage is a much less problematic input field compared to phone numbers, similar precautions are still required to ensure that inputted characters follow a specific format.
| Email Address | SHA256 Hash |
|---|---|
| hello@google.com | 8045c2e6fb47ce67ee758a504062cb809796be36aaf8abb868ad8156a2306061 |
| Hello@google.com | 54a38abc0aef5c44fcef760d90f2513760290d2ca244150d6a21a02f1da3dda6 |
| HELLO@GOOGLE.COM | af59669972cbb90d01aa6330545288f2aeaa5a1d839f62526ea6b1f0269cde39 |
Address fields are generally managed through dropdown lists, so issues are rare. However, since region definitions can vary from country to country, it is advisable to generally consider customer data when using these fields. Common patterns and types are generally used for the values these fields can take. Therefore, Google Ads UserData and related other content can be reviewed for insights5.
Data Matching
If both macro and micro transformations are defined, then:
- If a visitor coming through a lead form later becomes a customer, or
- If a customer who placed a pre-order later completes the transaction, or
- If a user who initiated a rental request later completes the transaction,
In the aforementioned or similar scenarios, the conversion tag may need to be triggered at multiple stages. Therefore, having at least one field—preferably email—in the conversion tags, along with consistent data for the relevant information, becomes even more crucial for user actions, conversions, and ultimately, campaign success1 6. If a phone number has already been obtained previously, passing the user’s other details in a subsequent stage within a macro conversion will further enhance the conversion effectiveness.
Google maintains a list of email addresses and corresponding hashed values for matching purposes, using the email addresses and hashed values associated with your Google account. After your data containing hashed email addresses is uploaded, Google Ads compares each hashed email address in your data against the corresponding hashed values or email addresses of your Google accounts. If a match is found, the relevant conversion records are marked as matched7.
Additionally, data volume fluctuations may also occur in product sales and GDPR processes, with certain fields potentially remaining empty. In such cases, the number of matching user data records sent via conversion counts will differ, and Google Ads will begin to display warning notifications.
For further details, please refer to my earlier published article titled Advanced Conversions (Enhanced Conversions) Diagnostic Report.
Multiple conversion tags can be created for the same stage and objective, and the appropriate conversion tag can be triggered based on the situation. In addition, offline conversion data collected from potential customer forms can be uploaded to Google Ads or transferred via API. In this case, as always, email priority must be maintained, and it is necessary to verify whether the fields have a similar structure.
Footnotes
- About modeled online conversions. Google Ads Help ↩ ↩2 ↩3 ↩4
- Calvin Nichols. (2022). Google Enhanced Conversions: Get Comfortable With Privacy-Compliant Attribution ↩
- About enhanced conversions. Google Ads Help ↩ ↩2
- E.164. Wikipedia ↩
- Fix Customer Match issues with list upload, small list size, or low volume. Google Ads Help, UserData. Google Ads API, About the customer matching process. Google Ads Help ↩
- The future of attribution is data-driven. Ads & Commerce Blog ↩
- How does Google use enhanced conversion data? Google Ads Ad Policy Help ↩