The marketing landscape is constantly changing and has moved towards a cookieless future. Google Tag is not readily equipped to track users using third-party cookies. So, if you’re looking to improve your Google ads campaign performance while complying with privacy regulations, you should consider setting up enhanced conversions that send first-party user data in a hashed manner.

Enhanced conversions for web can maximize your ad performance by attributing the ad campaigns correctly with the actual number of conversions happening on your website. The data loss that was happening due to third-party cookie blocking, and tag not working properly to capture conversions is fixed with it. Google enhanced conversions for web also help in optimizing the ad spend, enhancing the overall performance of the ad.

In the new interface of Google Ads, go to goals > conversions > settings. Under customer data terms, accept the terms and save. Once you’ve accepted the terms, scroll down and check the box in the ‘turn on enhanced conversions’ block. Here you have 3 ways to choose to enable enhanced conversions - Google tag, Google Tag Manager, and Google Ads API. An easier way would be to choose Google Tag and use a direct integration tool such as CustomerLabs CDP.

GCLID is an identifier set in the URL of a website to collect user data and is generally appended at the end of the URL as a query parameter. iOS14, and iOS17, have started detaching the GCLID from the URL parameters, making it difficult for marketers to identify and track the users. However, marketers can use the enhanced conversions for web to send the user-provided first-party data using SHA256 hashed to Google Ads. This helps Google attribute the conversions accurately without the need of GCLID. Note: Google has launched WBRAID and GBRAID, as an alternative to GCLID.

Enhanced conversion for web is for tracking conversions that happen on a website and enhanced conversion for leads is for tracking conversions that happen off a website.

The best way to set up enhanced conversion for web is by using a direct integration tool such as CustomerLabs CDP. You can set Google enhanced conversions for web seamlessly without writing a single line of code using the Google Tag on your website through your CustomerLabs first-party data CDP.