Stape hosted a webinar on Enhanced conversions tracking!
We described in details: how to set up GA4 and Google Ads enhanced conversions, including best practices, tips, and the latest updates from Google.
For whom: digital marketers, analytics experts, business owners, freelancers, and agencies - everyone who wants to boost marketing campaigns and maximize ROI by delivering deeper insights and more precise data on user behavior and conversions.
Speakers:
The more, the better. Send everything you have access to. A minimal set would be an email address, as it is the most valuable data point.
Technically, you can do this; just make sure to have the Conversion Linker in both the web and server containers. However, it's important to note that this approach does not work well for GA4. In your scenario, GA4 could only be used as a transport mechanism and would not properly report to analytics. GA4 should be either fully client-side or fully server-side for accurate reporting.
Regarding product data in conversions, you can find more information here:
With new/returning customer data, you can view this information in Google Ads reports and campaign results. This data allows you to optimize campaigns specifically for new users if necessary.
Make sure you are sending the e-commerce parameters (ecomm_pagetype, ecomm_prodid, ecomm_totalvalue) as per the retail vertical guidelines described here: Google Support - Retail Parameters. The warning in the console is pretty generic, just to ensure you’re aware if you plan to use GA4 import in Google Ads rather than reporting directly.
It's not mandatory. If the parameters are properly formatted and sent from the web, they will be available in the Event Data, and Google tags will parse and send them automatically to the required Google endpoints.
Remarketing tag will parse items in Event Data. However, it's still recommended to send the parameters outlined in the documentation I shared above. To be absolutely sure, you can check the outgoing requests from sGTM and their payload to confirm it parses items and that the requests contain data from there.
Once you start sending ecomm_pagetype and ecomm_prodid, you’ll see them in the Google Ads UI as ‘standard’ parameters that Google use.
We usually send ecomm_ parameters from the web, and then Google tags on the server parse them automatically. The more data you send, the better.
The Conversion Linker sets cookies, so it's crucial to set them as early as possible, often even before the page_view or other events arrive. This approach ensures that cookies are set promptly to minimize the risk of losing tracking data.
Yes, you can customize your consent banner for each specific functionality. However, a recent update to Google Consent Mode largely covers this with the new parameters ad_user_data and ad_personalization. You can find more details here: https://developers.google.com/tag-platform/security/guides/consent?consentmode=advanced#upgrade-consent-v2
You can watch it here: https://www.youtube.com/watch?v=7ASTO--LNLE
You can also find the video and Q&A here: https://stape.io/news/google-ads-conversion-tracking-for-shopify-webinar-from-stape
Yes, capturing an email is minimally sufficient.
That's correct, the tag will handle the hashing of the data automatically.
Yes, it's not necessary. This tag is only required if user data isn't available at the time of conversion but is available in other events. For example, if you're sending a lead on the thank-you page, but the user data is captured during the form submission (and not on the thank-you page), you can use this tag to send user data at the form submission stage. It will then be associated with future conversions from that user.
The data is hashed by the tag before it is sent. You don't need to hash it additionally.
Yes, that's correct. Email and phone are the two main parameters. It's perfectly fine to send only an email if you don't have any other user data. The more data you provide, the more it can benefit your Google Ads campaigns.
In the web container, you should have GA4 tags that pass data to the server. On the server, you should have Google Ads conversion tags that send conversions to Google Ads.
Yes, you can send hashed data to Google Ads, as long as it is hashed in SHA256 format.
On some accounts, Enhanced Conversions are still managed at the individual conversion level, rather than in the settings for all conversions.
No, it does not affect the BigQuery export.
No, it shouldn't affect BigQuery in any way, as long as you do not activate the options in the GA4 admin settings for using this data.
This only refers to the setting enabled in GA4. In the tag, it's just a checkbox for the data transfer mechanism, and it doesn't affect the GA4 user-ID in BigQuery exports.
No, if you simply add that to the GA4 tag, it will not be sent to your GA4. On the server-side, that parameter will be ignored.
We define requests as all incoming hits to your server container. We do not count outgoing traffic.
Not really. In fact, we typically observe that server-side Google Ads conversion tracking performs better than client-side tracking, assuming identical settings.
A data layer is just one source of data. If building a data layer isn't possible, you can use a custom JavaScript variable to scrape data directly from the webpage.
There’s no difference in their effectiveness. However, you should consider your specific setup. We often use client-specific triggers because, in many cases, there are multiple clients within the server container.
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