Why Does It Matter?

Regulatory changes like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) are changing the way data can be collected and used while browser and mobile systems are restricting the use of third-party cookies and mobile identifiers. Chrome, Apple & Firefox account for the largest US market share for browsers and without enhanced conversions, deprecation of cookies on all three platforms will have an impact on performance later in the year. As Google stops using third-party cookies, most of the conversion insights will get lost. Additionally, retargeting is largely based on using third-party cookies making the Google Ads algorithm highly dependent on your data. With less data and also less accurate data, tracking becomes difficult and so does targeting which in the long run results in a drop in reported ROAS.

What Are Enhanced Conversions?

Enhanced Conversions supplements your existing conversion tags by sending first party conversion data from your website to Google in a privacy safe way. Enhanced conversions for web works by matching your customers to Google accounts, which were signed-in to when they engaged with one of your ads.

Requirements For Successful Implementation:

1. Sitewide Tagging

2. Google Ads or Google Analytics 4 as the Conversion Source

3. Customer Data Submitted On The Website

By increasing the quality of data, enhanced conversions can have additional longer-term benefits for overall performance including increased conversion observability and reporting, improved bidding and attribution, and improved performance.

In addition to placing the enhanced conversion tag, in your Google Analytics settings navigate to your “Data Collection” settings and under Used Provided Data Collection, select an industry category for your Google Analytics property to get started. This Beta setting is expected to improve user and conversion measurement by giving you more-detailed audience data by supplementing your existing Google Analytics data by allowing you to send your consented, hashed customer data to Google Analytics in a privacy-safe way. 

Find additional information regarding this feature, and see if you qualify, in your “Data Collection” settings.

How Can Fluency Help?

As an experienced D2C advertising agency, we are well versed in adapting to the ever changing world of digital marketing. Our team of paid search experts helps our clients in the transition by being thought leaders in the industry and staying up to date on the latest information, while working with our client and Google teams to ensure tags are properly placed and tracking in preparation for a cookieless future.

The transition away from reliance on third-party cookies underscores the necessity for businesses to adapt and innovate in their data collection strategies. Enhanced Conversions offer a proactive approach to maintaining advertising effectiveness in the face of evolving privacy regulations and technological shifts. By leveraging first-party conversion data in a privacy-safe manner, businesses can continue to understand and engage with their audiences effectively, mitigating the impact of diminishing third-party tracking capabilities.

Moreover, as the digital advertising landscape continues to evolve, staying ahead of these changes is imperative for businesses to remain competitive. Fluency in emerging technologies and best practices equips our agency to not only navigate the current challenges posed by cookie deprecation but also to anticipate and prepare for future shifts in the digital marketing ecosystem. By partnering with experienced agencies like ours, businesses can ensure a smooth transition to a cookieless future while maximizing the effectiveness of their advertising efforts.

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