Categories: Google

Google Introduces New Enhanced Conversions for Leads

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: 

  • Email address (preferred)
  • Name and home address 
  • Phone number (in addition to one of the previous two data inputs)

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:  

  • Help advertisers track offline sales (in-store, phone) from website leads.
  • Improve measurement of offline transactions that came from a website lead.
  • Allows advertisers to use hashed, first-party user-provided data from website lead forms for offline lead measurement.
  • Upon uploading, the provided hashed information is used to attribute back to the corresponding Google Ads campaign.
  • No longer require advertisers to modify lead forms or customer relations management (CRM) systems to receive a Google Click ID (GCLID).

Benefits of enhanced conversions for leads:

  • Easy to set up: Configure measurement directly from a Google Ads account.
  • Better performance: Optimize campaigns to sales and transactions that happen off a website.
  • Flexible: Implement using the global site tag or with Google Tag Manager.

Below is a Google infographic that shows how the new enhanced conversions for leads work:

Mihaela Lica Butler

Mihaela Lica Butler is senior partner at Pamil Visions PR. She is a widely cited authority on public relations issues, with an experience of over 20 years in online PR, marketing, and SEO. She covers startups, online marketing, social media, SEO, and other topics of interest for Realty Biz News.

Recent Posts

SEO: How to Optimize Your Real Estate Website

Every savvy real estate professional knows that the bulk of your marketing and brand-building efforts…

10 hours ago

Ask Brian: When You Marry Someone Do You Marry Their Debt?

Ask Brian is a weekly column by Real Estate Expert Brian Kline. If you have…

12 hours ago

What Do Real Estate Attorneys Do For Sellers?

When an attorney for real estate represents a seller, they could be involved in drafting…

1 day ago

ERA CENTRAL GRAPHIC ARTIST DESIGNS LOGO FOR TOYS FOR TOTS 75TH ANNIVERSARY

ERA Central Realty Group announced today that in-house graphic artist Suzi Kelly has been chosen…

1 day ago

LGBTQ+ REAL ESTATE ALLIANCE TO HOST FIRST IN-PERSON CONFERENCE IN LAS VEGAS

The LGBTQ+ Real Estate Alliance will hold Experience: The Alliance, its first national in-person conference…

1 day ago

The real estate pendulum swings again

Galileo was inside the Pisa cathedral in Tuscany, Italy in the early 17th century when…

1 day ago