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Google Ads Enhanced Conversions

What is Google Enhanced Conversion?

Briefly; It is the step that allows Google to collect user data as a 1st party in accordance with GDPR, with the rapidly increasing user privacy in the world and the use of 3rd party cookies to be minimized, and enables us to measure conversion tracking and user behaviors more accurately.


What are we doing?

In addition to conversion codes; We share the user’s e-mail, phone, name-surname, and address information with Google. Google is trying to map them in the background and give us the correct data.


Example Scenario:

I want to buy a watch and went for a desktop stroll with work email. I found a watch I liked on-site by clicking on an ad, but I did not buy the watch. 2 days later, while I was sitting at home, I went to that site directly or by clicking on the ad again with my phone with my personal e-mail address open and bought the watch. In a scenario with advanced conversions installed, my e-mail, phone, name, surname, and address information were transmitted to Google after I purchased it. Google paired my work email phone with my personal email phone and recognized that I was the same person. It reflected a corresponding transformation on its advertising panels. (Depending on which attribution model you use) Without advanced conversions set up, my first trip with my work email and work computer would not be reflected in the ad reports and cross-tracking would not be possible.


How can we do?

1- With Google Tag Manager,

2- Global Site Tag (by editing our code in the site infrastructure or with CSS & Javascript)

3- API


In this article, I will try to explain 3 different installations as GTM, JSS Selector, and hardcoded.


Google Enhanced Conversions Setup with GTM


1- First, integrate your Google conversion code into your conversion page via GTM and make sure it works correctly.

2- Click on the conversion you have completed in your Google Ads account and if the option for advanced conversions is active, activate and save the advanced conversions.




3- On the GTM side, we will create a variable to pull the user information.

  1. Get a preview via GTM and create a test order from your site.
  2. Hover over the information (email, phone, name-surname, or address) you want to pull in the test order and right click and click review. After clicking it, it will redirect you to a different console. In this console, you will find information about the data you have selected. Make sure that the data in the right console gives only the portion of data you requested. Then get the selector information as below and save it somewhere. As an example, I’m assuming we’re moving forward from email.


Now it’s time to create a variable for the email data via GTM.



Again, come to the variables section, select “user-provided data” and follow the steps below.


As the last step, come to the Google Ads conversion tag that we created at the beginning and complete the following steps in order.
I re-created a test order and wanted to make sure the e-mail data was correct.
If there is no problem, publish and refresh your page on the Google side and you will see a title for your tag in the conversions section;
You can also do this for phone, name-surname, and address information. The more different data you share, the easier Google will match.

Enhanced Conversions Setup with CSS Selector

At this point, we will create the setup in a few steps with the CSS Selector. We will paste the JSS Selector part that we previously copied with GTM to the relevant place in the Google panel.

Installation by Editing the Global Site Tag

We can also install the global site tag in 2 steps.

1- We enter the following value in our Google Ads global site tag code and indicate that we allow advanced conversions.

Then we come to our order page and additionally add the code at the bottom:
Here, the variables of email, phone, and other information may be different in each infrastructure. You can learn the relevant variables from your site support team and enter them in this field.
Finally, here is an album link for you to listen to:
Metehan Özcan / Performance Marketing Specialist