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Google Ads Enhanced Conversions API

Types of conversion APIs​

Online Conversions​

Online conversions, also called Enhanced conversions for Web, is an API that is used to improve the accuracy and performance by supplementing your existing conversion tags with first-party data, like email address, name, home address, and phone number.

Google's describe flow looks like this:

  1. You have Google Ads leading to your website with a gclid
  2. You have a google tag installed on your website to track conversions.
  3. The user converts - you record the gclid and the order_id / event_id
  4. In your backend - you are "enhancing" those conversions with additional first-party data you have like email address, name, home address, and phone number.
note

Google recommends including GCLIDs with all your data, even if you have Google Tag set up. It makes their matching much better. Read more here.

Offline Conversions​

Offline Conversions, also called Enhanced conversions for leads is an API that enables you to import offline conversions that took place outside of your website/mobile app, and were not tracked by any google tag or your MMP.

This is designed for:

  1. Leads that get converted over the phone / sales person
  2. PC / Console game downloads and event streams
  3. Any synthetic event that we want to send to Google as a conversion signal
note

Google recommends including GCLIDs with all your data. For offline flows that means you will have to store it in you CRM/Attribution system, and provide it as a column with your event data. Google uses it to make their matching much better. Read more here.

Conversion Actions IDs​

Unlike other platforms that can accept any named event, Google requires you to set up "Conversion Actions" ahead of time for each event you want to send. Once created, you then get a Conversion Action ID that you need to provide in our platform (and other platforms) - and it's this ID that represents your specific "event" / "conversion".

Ad Accounts and Manager Accounts (MCC)​

Conversion actions can be defined at different levels within your Google Ads account. It is important to indicate the correct identifiers when configuring the

  • Account specific conversion tracking

  • Cross-account conversion tracking

    If you have multiple Google Ads accounts, you can track conversions across all of those accounts using a single Google tag (gtag.js). This is possible with cross-account conversion tracking. Learn how to Set up your Google tag across your Google accounts.

    To use this feature, you’ll want to have or create a Google Ads manager account (MCC) for creating conversion actions that you can use across your accounts. Setup Guide

Follow this guide to setup conversions, and specifically here are links for setting up web conversions and offline conversions

Step 1​

banner in the Edit Destination form to the left. Follow the authentication flow (OAuth) in Google's website to grant Extract the required permissions.

Step 2​

Fill in your Google Ads Customer ID (Find your Google Ads Customer ID)

Step 3​

When you setup a connection in Extract, you will be asked to provide the Conversion Action ID. Use the IDs you created in the "Conversion Action" section above.

To find your Conversion Action ID follow these steps:

  • In your Google Ads account, click the Goals icon.
  • In “Conversions”, under “Summary”, click the conversion action you want to track.
  • At the “Tag setup” section, click Use Google Tag Manager (we're just doing it to get the ID easily)
  • Copy your Conversion Action ID

Hashing and normalization​

  • When Apply hashing (SHA256) is enabled, Extract trims and lowercases email identifiers before hashing.
  • Phone identifiers are normalized to E.164 before hashing, so the source value must include a country code such as +1.
  • More detail: Identifier Hashing and Normalization.

Data Contract Information​

info
  • Your source dataset must be compatible with the parameter requirements of Google Ads Advanced Conversions API, as outlined here: Google Ads Advanced Conversions documentation. This includes adhering to the expected formats and field types. If your data does not meet these requirements, the sync may fail.

Note: Extract can apply the hashing and normalization rules above for this destination when you leave automatic hashing enabled.

enhanced_conversions_for_web​

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enhanced_conversions_for_lead​

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