{"id":22922,"date":"2023-02-17T17:32:27","date_gmt":"2023-02-17T17:32:27","guid":{"rendered":"https:\/\/dits.md\/google-ads-advanced-conversion-tracking-how-it-works-and-how-to-set-it-up\/"},"modified":"2026-09-03T19:17:20","modified_gmt":"2026-09-03T19:17:20","slug":"rasshirennoe-otslezhivanie-konversij-google-ads-princip-raboty-i-nastrojka","status":"publish","type":"post","link":"https:\/\/dits.md\/en\/rasshirennoe-otslezhivanie-konversij-google-ads-princip-raboty-i-nastrojka\/","title":{"rendered":"Google Ads Advanced Conversion Tracking: How it Works and How to Set It Up"},"content":{"rendered":"\n

Visitors who click on an ad link to a website are increasingly refusing to accept the cookie policy, which complicates data collection. This means you have less information to analyze and optimize your advertising performance. Google offers a solution called Privacy Sandbox. However, it won’t be available until the end of 2023, and little is known about it right now. In the meantime, specialists can use a special Google Ads feature called Enhanced Conversion Tracking as an alternative. <\/p>\n\t\t\t\t

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  1. How Advanced Conversion Tracking Works<\/a>
  2. How to set up advanced conversion tracking<\/a>
  3. Checking the settings<\/a>
  4. Conclusions<\/a><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\n

    How Advanced Conversion Tracking Works<\/strong><\/h2>\n\n

    Advanced tracking helps you accurately record conversions, allowing you to optimize bidding more effectively. Privacy is maintained throughout. The secure SHA256<\/a> one-way encoding algorithm hashes customer data (such as email addresses) before sending it to Google. <\/p>\n\n

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    The function can only be launched after conversion tags have been configured.<\/strong><\/p>\n\n\n\n

    <\/p>\n<\/blockquote>\n\n

    Advanced Conversion Tracking Algorithm:<\/strong><\/p>\n\n

      \n
    1. The user, logged into their Google account, goes to the website via an advertising link.<\/li>\n\n\n\n
    2. Performs a target action on the website, such as a purchase or subscription. To do this, they must provide contact information: name, email, and phone number. <\/li>\n\n\n\n
    3. These actions are captured by Google Ads tracking tags. They then hash the information and transmit it to the system’s database. <\/li>\n\n\n\n
    4. The algorithm matches the database data with advertising event data. This means that if a user interacts with an ad through the same account and then converts on the website, the conversion will be recorded. <\/li>\n<\/ol>\n\n
      \"\"<\/figure><\/div>\n\n

      Benefits of Advanced Conversion Tracking<\/strong><\/h3>\n\n

      This feature allows you to record conversions that would otherwise go unaccounted, including post-view conversions (conversions that don’t involve clicking an ad link). According to Google, using advanced tracking, you can record an average of 3.5% more conversions, and the share of post-view conversions recorded can increase to 30%. <\/p>\n\n

      \"\"<\/figure><\/div>\n\n

      Accordingly, you will receive:<\/strong><\/p>\n\n

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      • More accurate data to optimize bidding;<\/li>\n\n\n\n
      • the ability to correctly evaluate results and make more correct strategic decisions;<\/li>\n\n\n\n
      • Privacy protection by hashing collected customer data.<\/li>\n<\/ul>\n\n

        How to set up advanced conversion tracking<\/strong><\/h2>\n\n

        There are three ways to set up this feature, depending on your conversion tracking method:<\/strong><\/p>\n\n

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        • Manual setup via Google Tag Manager. If you’re tracking conversions using GTM. <\/li>\n\n\n\n
        • Via a Google tag. If you use a Google tag for tracking, and it’s added directly to your website pages, rather than through third-party tools or iframes, some changes to the tag’s configuration will be required. <\/li>\n\n\n\n
        • Via the Google Ads API. If you want to transfer data for advanced conversion tracking via the API. <\/li>\n<\/ul>\n\n

          I’ll go into more detail about the first method, as it’s the easiest to implement and doesn’t require any modifications to the site’s code.<\/p>\n\n

          As a reminder, your website should already be configured to track Google Ads conversions using Google Tag Manager.<\/p>\n\n

          Important! <\/strong>If you’re tracking conversions through Google Analytics and importing data into your Google Ads account, this isn’t enough to set up enhanced tracking. For it to work, you’ll need to create a new conversion action in Google Ads using GTM or a Google tag. <\/em><\/p>\n\n

          Setting up advanced conversion tracking in your Google Ads account<\/strong><\/h3>\n\n

          Go to “Tools” – “Tracking” section – “Conversions”.<\/p>\n\n

          Find and select the conversion event for which you want to set up advanced tracking. At the bottom of the “Advanced Conversions” section, click “Enable Advanced Conversion Tracking.” <\/p>\n\n

          \"\"<\/figure><\/div>\n\n

          Please be sure to read the Customer Data Compliance Statement and agree to the terms.<\/p>\n\n

          Click “Check URL” to check your website for the Google tag.<\/p>\n\n

          Further work will continue in GTM.<\/p>\n\n

          \"\"<\/figure><\/div>\n\n

          Setting up advanced conversion tracking in Google Tag Manager<\/strong><\/h3>\n\n

          Go to the Google Tag Manager interface and continue with the setup.<\/p>\n\n

          There are several options:<\/strong><\/p>\n\n

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          • you already have unhashed variables in your DataLayer;<\/li>\n\n\n\n
          • using data level variables;<\/li>\n\n\n\n
          • using CSS selectors.<\/li>\n<\/ul>\n\n

            Find and select your Google Ads conversion tracking tag and check the box next to “Include user-provided data from your website.”<\/p>\n\n

            \"\"<\/figure><\/div>\n\n

            Next you need to create a new variable.<\/p>\n\n

            \"\"<\/figure><\/div>\n\n

            Give the variable a name and select the variable type (if not selected by default) “User-provided data”.<\/p>\n\n

            After that, select Manual configuration.<\/p>\n\n

            \"\"<\/figure><\/div>\n\n

            The list below shows all the user data fields that can be sent using the enhanced conversion tracking tag.<\/p>\n\n

            \"\"<\/figure><\/div>\n\n

            Please note that you need to create a separate variable for each field whose data you want to transfer. This means two different variables for email and phone number. To do this, as a reminder, select “New Variable” from the drop-down menu. <\/p>\n\n

            Configuration option with DataLayer<\/strong><\/h3>\n\n

            If you already have unhashed variables in your DataLayer (whether using CSS selectors or other types of variables), you can select them instead of creating new variables.<\/p>\n\n

            \"\"<\/figure><\/div>\n\n

            Important! <\/strong>If you’re tracking conversions through Google Analytics and importing data into your Google Ads account, this isn’t enough to set up enhanced tracking. For it to work, you’ll need to create a new conversion action in Google Ads using GTM or a Google tag. <\/em><\/p>\n\n

            Customization using data-level variables<\/strong><\/h3>\n\n

            If you frequently change your website code, especially formatting or CSS selectors on the conversion page, I recommend using data layer variables. Such changes can disrupt your conversion tracking setup using CSS selectors. <\/p>\n\n

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            If the required user data variables are missing, use the following technical specification for programmers.<\/p>\n\n\n\n

            Terms of Reference for data transfer for advanced conversion tracking in Google Ads:<\/p>\n\n\n\n

            It’s necessary to implement the transfer of additional variables during the “purchase” event. This event is triggered when the user navigates to the “Thank you for your order” page and when a successful one-click purchase is made. <\/p>\n\n\n\n