Google Ads now offers you an easier way to import offline conversions: enhanced conversions for leads.
Offline conversions may occur due to an ad that, instead of generating a direct sale online, starts a customer down a path that converts into a sale over the phone or in your office. But how do you know that your Google Ads generated the deal?
Tracking offline sales required developer resources, CRM, and website changes in the past. However, things got easier with Google’s new enhanced conversions for leads: you no longer need to make changes to your CRM or website. Instead, you can set up your offline lead measurements directly through Google Ads or Google Tag Manager.
Enhanced conversions for web and offline leads work similarly: all use a secure one-way hashing algorithm called SHA-256 (Secure Hash Algorithm 256-bit) for cryptographic security. This algorithm will protect the confidentiality and security of the consumer data before sending it to Google.
Consumer data must be available for enhanced conversions to work. Google will need one or more of the following:
However, Google will not receive first-party customer data but hashed (anonymized) data captured in your conversion tracking tags.
Enhanced conversions for leads are different than enhanced conversions for web in that they:
Benefits of enhanced conversions for leads:
Below is a Google infographic that shows how the new enhanced conversions for leads work:
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