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Enhanced Conversions
Send user-provided data (hashed for privacy compliance) like user email address to Google alongside each conversion for better attribution to paid media. The lift in observed conversions can then benefit downstream performance by, for example, supplying a programmatic re-engagement campaign with a larger floodlight audience of converted users.
What will get done
- Consideration phase of performance media goals for the advertiser to confirm EC is the right solution
- Assessment of advertiser's website (user flow and base code) to identify conversion event and availability of user-provided data
- Configuration of new floodlights/event tags/conversion actions, as well as variables where needed
- Help with pulling in-platform reporting to confirm EC efficacy (conversion lift)
Outcomes
- 5-15% lift in observed conversions due to the incorporation of UPD (user-provided data) as a more durable signal over cookies and click IDs alone
- More capable re-engagement, acquisition, awareness campaigns for Search and Programmatic using larger audiences
- Maintaned privacy-compliance
