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Google releases Enhanced Conversions feature in beta for Google Ads using first-party data

27 July 2021 (Edited 27 July 2021)

Secure hashing algorithm collects first-party comversion data which are then matched with signed-in Google accounts

Google has announced the release in beta of an Enhanced Conversions feature intended to improve the accuracy of conversion management.

This feature sends first-party customer data - like e-mail address, name, home address or phone number - securely to Google using SHA256, a one-way, 256-bit hashing algorithm. The hashed data are then matched to signed-in Google accounts in order to attribute conversions to ad events like views or clicks.

To use this feature, you must first have Google Ads conversion tracking set up. Enhanced Conversions can then be added using either Google Tag Manager or the Global Site Tag.

Instructions for setting up Enhanced Conversions are here:

For Google Tag Manager: https://support.google.com/google-ads/answer/10172785

For Global Site Tag: https://support.google.com/google-ads/answer/9888145

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External Article: https://support.google.com/google-ads/answer/9888656

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