As a marketer, understanding how to convert leads is crucial.
It’s easy to have a disconnect between getting a user’s information online as a lead, and the end result of turning it into a customer.
Whether you work in B2B or B2C, chances are that you have faced this struggle before.
Last year, Google introduced optimized conversions for the web, which has benefited a lot of online stores and e-commerce transactions. Now, Google has a solution for flagships.
Google offers a solution to help advertisers measure offline conversions: Improved lead conversions.
We’ll explore how the technology works and how you can start implementing it right away.
What are improved conversions?
Enhanced Conversions is a tool you can use with your existing Google Ads conversion tags to make your conversion measurement more accurate.
You can set up enhanced conversions measurement in Google Ads or Google Tag Manager.
Enhanced Conversions uses your existing Google Ads tag, which then sends secure, first-party conversion data to Google in a secure and private way.
How does this work?
The information you receive from a lead online (email, name, address, etc.) is hashed and sent to Google. This information is then used to improve your conversion measurement.
Google uses a secure hash algorithm called SHA256, which is a one-way data transmission.
Hashed data means that people’s information is secure, private, and anonymous.
Enhanced conversions for leads are slightly different from conversions optimized for web.
Key differences for Enhanced Lead Conversions include:
- Improves measurement of offline transactions that originally came from a lead or website visitor.
- When the lead data is uploaded, the hashed information provided is returned to the corresponding Google Ads campaign
Google has provided a helpful visual for you to understand the process.
In order to set up optimized conversions, you need to have specific customer information. Google requires at least one piece of customer data:
- Email address (preferred)
- Name and home address
- Phone number (must be provided in addition to one of the other attributes)
Benefits of improved conversions
If you’re into prime space, you might want to consider adopting this feature. There are many benefits to setting up Enhanced Conversions. Some of the main benefits include:
- Easier setup
- better performance
- Flexible implementation
Since there is no need to modify or change your CRM system, setting up for enhanced conversions is even easier.
You can configure within your Google Ads account or your Google Tag Manager account. Whichever way you choose to set these up, it only takes minor configuration changes.
To set up Enhanced Conversions in Tag Manager, instructions can be found here.
If you don’t use tag management but do have a comprehensive site tag, implementation instructions are provided here.
summary
We live in a multi-touch, multi-impact world. If you still rely on your last click referral, you may benefit from this new feature.
With these additional data points, you’ll be able to optimize for sales campaigns that happen outside of your website.
Source: Google Ads Help
Featured image: Lightspring/Shutterstock
