How to Implement Enhanced Conversion Tracking with Google Tag Manager

• Benefits of Enhanced Conversion Tracking

  Before we dive into implementation, here’s why you should consider using Enhanced Conversions:

  • Improved Accuracy: Enhanced Conversions address issues caused by cookie limitations and privacy regulations, helping attribute conversions accurately.

  • Better Ad Optimisation: With clearer conversion insights, your ad bidding algorithms work more efficiently.

  • Privacy Compliance: Using hashed data ensures user privacy is maintained without compromising measurement quality.

  • Increased ROI: Accurate attribution leads to better targeting and smarter ad spend decisions

Follow these straightforward steps to get Enhanced Conversion Tracking up and running:

Step 1: Setting Up Conversion Tags

• Log into your Google Tag Manager account.

• Select the container you use for your site.

• Click on Tags > New and name your tag (e.g., “Google Ads Enhanced Conversion”).

• Choose the tag type Google Ads Conversion Tracking.

• Enter your conversion ID and label (available in your Google Ads account).

Step 2: Configuring Data Hashing

Enhanced conversions require hashed customer data:

• In the same tag configuration, tick the option Include user-provided data from your website.

• Set up GTM to pass user data securely. You might use variables from your data layer or form submissions.

• GTM automatically hashes this data before sending it to Google, ensuring privacy compliance.

• Ensure correct formatting and cleanliness of data to avoid mismatches.

Step 3: Testing the Tags

To ensure everything works as intended:

• Activate GTM’s Preview mode.

• Trigger a conversion event (like a form submission or a completed purchase).

• Use GTM’s debugging tool to check that your conversion tag fires correctly, and the hashed data passes appropriately.

• Additionally, use Google’s Tag Assistant browser extension or Google’s own Tag Assistant website to verify data is received and tracked in Google Ads.