By Owen Prior, Senior Measurement Analyst, Launch
Even though Google has shelved plans to phase out third party cookies in 2025, enhanced conversions are still a key means of gaining access to crucial customer data. Enhanced conversions connects Google account holders who are on the internet using various different websites and are logged in to their accounts at the time.
For example, if a user was logged into Youtube and then browsed various different sites, viewed adverts, clicked on links, and eventually made a purchase or got in touch, even if that user had opted out of the cookie part of the site Google has developed a method to connect these interactions together if they’re logged into a Google site.
Enhanced conversions enable you to:
- Recover conversions from opted out users
- Improve accuracy, keeping smart bidding smart
- Send first-party conversion data from your website to Google in a privacy-safe way
A simple guide to turning on enhanced conversions
Hopefully you’re starting to see the appeal of turning on enhanced conversions in your Google Ads account! I’ve created a guide to walk you through how to do this, and some of the things you should bear in mind.
Data and analytics resources
It’s been a big year for data with Google u-turning on its third party cookie phaseout and making major changes to consent mode. Alongside this, data privacy laws have been tightened.
Our ebook The Definitive Guide to Cookies and Data Privacy for Digital Marketing Teams unpacks the upcoming changes and what you can do to prepare and continue to collect the data you need.
If you have any data related questions, feel free to get in touch with our team!
