5 Effective Ways to Set Up Advanced Conversion Tracking in Google Ads

Advanced Conversion Tracking in Google Ads
Many advertisers, despite having been in operation for a long time, still do not understand the importance of advanced conversion tracking in Google Ads, leading to incomplete data and missed opportunities in their Google Ads campaigns. Traditional conversion tracking features often fall short, resulting in blind spots and limitations in detailed information about user journeys. In this blog, Bluefocus.vn will explain what advanced conversion tracking is and how to set it up.

What is advanced conversion tracking in Google Ads?

  • Simply put, advanced conversion tracking is a feature in Google Ads that allows advertisers to supplement existing conversion data with first-party data from their website.
  • This means that if a user completes a conversion on your website and provides some form of identifying information (such as an email or phone number), Google Ads can use this information to match the conversion to a specific individual.
Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads
  • This is done in a privacy-compliant manner, with all data secured and anonymized before use. As a result, there is a more accurate understanding of how users interact with ads and convert on your website.
  • If someone clicks on your ad on one device but completes the conversion on another, traditional conversion tracking may fail to attribute the conversion to the ad click.
  • However, the advanced conversion tracking feature in Google Ads can utilize hashed conversion data, such as an email provided by the user during the website conversion process, to match conversions back to ad clicks more accurately.

The benefits of using the advanced conversion tracking feature in Google Ads

In the data-driven marketing world, data is the foundation of every successful campaign. The more accurately you can track your conversions, the better you can optimize your campaigns to achieve maximum return on investment. This is where the advanced conversion tracking feature in Google Ads comes in. But what exactly does this feature bring to your campaign?
Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads

More Accurate Conversion Data

  • The benefit of advanced conversion tracking in Google Ads lies in the improved accuracy of conversion data. Traditional conversion tracking methods may not always capture the complete picture due to factors such as users converting across devices.
  • The advanced conversion tracking feature in Google Ads addresses this issue by utilizing first-party data from your website, such as hashed email addresses or phone numbers.
  • This supplementary data allows Google Ads to allocate conversions more accurately to users and specific ad interactions, providing a more precise understanding of how users interact with ads and convert on your website.
Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads

Better Campaign Optimization

With more accurate conversion data, you can optimize your campaigns more effectively. Having a clearer picture of which ads are driving conversions allows you to make smarter decisions in budget allocation and bidding strategy. This can lead to improved campaign performance, higher return on investment, and more efficient budget allocation.

More Effective Targeting

  • Advanced conversion tracking in Google Ads can also result in more effective audience targeting. By gaining deeper insights into the individuals converting on your website, you can create more targeted ad campaigns to resonate with your audience.
  • This can lead to increased impressions on Google Ads higher interaction rates, improved click-through rates, and ultimately, higher conversion rates.

More Detailed Customer Conversion Journey

Advanced conversion tracking in Google Ads provides deeper insights into the customer journey by accurately tracking conversions. You can see the path users take from viewing ads to converting on your website.
This can help you identify bottlenecks or potential drop-off points in the conversion process and make necessary adjustments to your website or ad campaigns.

Privacy Protection

The advanced conversion tracking feature in Google Ads is designed with privacy in mind. It uses hashed first-party data to ensure user privacy and data security during transmission. This means you can leverage the advanced conversion tracking feature in Google Ads while still maintaining user trust and confidence.

How Does Advanced Conversion Tracking in Google Ads Work?

Advanced conversion tracking in Google Ads operates alongside the standard conversion tracking feature in Google Ads to provide more detailed and accurate conversion data. Here’s how it works:
  • Data Collection: When users complete a transaction or fill out a contact form on your website, the conversion tracking tag collects first-party customer data such as email addresses, names, home addresses, or phone numbers.
  • Data Hashing: This data is then hashed using a secure one-way algorithm called SHA256, transforming the data into a different form, ensuring the privacy and security of the data during transmission.
  • Data Matching: The hashed data is sent to Google in hashed form and then used to match your customers with logged-in Google accounts. This results in the attribution of conversions for your campaigns to advertising events such as clicks or views.
  • Reporting: You’ll receive aggregated conversion reports, providing you with a more accurate insight into how people convert after interacting with your ads.

How to Set Up Advanced Conversion Tracking in Google Ads

Setting up the Advanced Conversion Tracking feature in Google Ads is a straightforward process. In this section, Bluefocus will guide you through two main methods to set up the Advanced Conversion Tracking feature in Google Ads.

Method 1: Implementing Advanced Conversion Tracking in Google Ads via Google Tag Manager

The Advanced Conversion Tracking feature in Google Ads supplements your existing conversion tags by sending hashed first-party conversion data from your website in a privacy-compliant manner.
To set up Advanced Conversion Tracking in Google Ads using this method, you need to preconfigure the conversion tracking feature within the Google Tag Manager container you intend to use for Advanced Conversion Tracking in Google Ads.

Step 1: Access Conversion Actions

  • Log in to your Google Ads account. If you don’t have an account yet, consider leveraging Bluefocus Google Ads agency account rental service to optimize your campaigns further.
  • Once logged in, locate the tool icon in the top right corner of your Google Ads dashboard. Clicking on this icon will open a dropdown menu. In the dropdown menu, you will find the “Measurement” label. Click on Conversions within this section. This action will take you to the conversion page where you can view all your current conversion actions.
Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads

Step 2: Choose Conversion Action

On the conversion page, you’ll see a list of your current conversion actions. Select the conversion action you want to use with the Advanced Conversion Tracking feature in Google Ads, click on it to open the settings for that conversion action.
Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads

Step 3: Enable Advanced Conversion Tracking

In the settings for the selected conversion action, you will find an option labeled “Advanced Conversion Tracking.” Turn on this option to enable advanced conversion tracking.
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This will enable the Advanced Conversion Tracking feature in Google Ads for that specific conversion action.
Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads

When enabling the Advanced Conversion Tracking feature in Google Ads, you’ll be prompted to provide additional information. This includes the type of customer data you’ll use, such as an email address or phone number, and how you collect this data on your website.

Once you’ve filled in all the required information, click “Save“. This will save all your changes and enable the Advanced Conversion Tracking feature in Google Ads for the selected conversion action.

Method 2: Use Knowledge of Encoding

Using Code Snippets:

Adding code snippets to your website to pass hashed customer data enhances the accuracy of advanced conversion tracking. Ensure that you consistently format and send the data whenever your conversion tag is activated.

Using CSS or Javascript Selectors:

Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads

If you frequently update or modify code on your website, you may implement advanced conversion tracking via CSS or Javascript selectors. With this method, you can manually identify appropriate CSS selectors or Javascript variables on the website containing the relevant user-provided data.

This approach provides higher accuracy than auto-detection features but is less reliable than embedding code into your website. It also helps increase the impressions on Google Ads as the website legitimizes the structure.

Common Issues with Advanced Conversion Tracking in Google Ads and How to Address Them

Although Advanced Conversion Tracking in Google Ads is a powerful tool for improving conversion tracking accuracy, like any technology, it can encounter issues.

Sometimes, this can also lead to your ad content being unrelated to the content on the website, which may result in temporary suspension of your Google Ads account, a concern that advertisers often overlook.’

Here are some common issues that may arise with Advanced Conversion Tracking in Google Ads and how to address them:

1.Missing User-Provided Data

This issue may occur if user-provided data, such as an email address or phone number, is not accurately recorded. To address this, double-check the form fields on your website to ensure they are collecting the necessary data accurately and that this data is being correctly transmitted to Google Ads.

Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads

2.Incorrect Data Format

If the data format is incorrect, the advanced conversion tracking feature in Google Ads may cause issues. You can resolve this problem by checking the format of the data sent to Google Ads and ensuring that it matches the required format.
Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads

3. Missing Required Address

A missing required address can impact the functionality of the advanced conversion tracking feature in Google Ads. To address this, ensure that all mandatory address fields are included in the forms on your website and that these form fields are accurately transmitted to Google Ads.
Advanced Conversion Tracking in Google Ads
Advanced Conversion Tracking in Google Ads
Conclusion: Conversion tracking in Google Ads is a powerful feature that can help advertisers gain a more accurate understanding of their advertising performance. By setting up the advanced conversion tracking feature in Google Ads and leveraging its benefits, advertisers can make more informed decisions and improve the effectiveness of their campaigns.

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