Google enhanced conversions

Intégrations
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If you are using google enhanced conversions, you can leverage the benefit of your first-id to get more accurate results and optimize your advertising campaigns for better results.

Why first-id enhances your conversions ?

  • Improved Match Rates: Enhanced Conversions rely on matching your website visitor data with Google’s user data. External IDs, especially when it’s a precse and persisitant id like first-id, provide a reliable and consistent identifier across platforms. This leads to more accurate matching and attribution of conversions.
  • Cross-Device Tracking: People often interact with your business across multiple devices (phone, laptop, tablet). First-id help connect these interactions, giving you a more complete view of the customer journey and better conversion tracking.
  • Data Enrichment: By associating First-ids with conversion data, you can enrich your reports with valuable customer information from your CRM or other systems. This helps you understand which customer segments are converting best and optimize your campaigns accordingly.

How Can I do that ?

There are two main ways to implement this:

1 – Global Site Tag and Google Tag Manager:

  • Implement the Global Site Tag (gtag.js): Ensure the gtag.js is installed on your website. (Global site Tag is now Google Tag, please learn more here)
  • Collect User Information: Capture the First-id when a user interacts with your site.
  • Send the Data with Conversion Events: When a conversion happens, use gtag.js to send the conversion event along with the first-id. Here’s an example:

gtag('event', 'conversion', {
    'send_to': 'AW-CONVERSION_ID/CONVERSION_LABEL',
    'value': 1.0,
    'currency': 'USD',
    'user_id': 'd533f51461514de0be49bc70c115db6b' // Replace with the actual First-id value});

  • Google Tag Manager: If you’re using GTM, you can create a custom variable to store the external ID and then include that variable in your Google Ads conversion tag.

2 – Conversion API:

  • Direct Integration: If you use the Conversion API to send conversion data directly to Google, include the First-id in your API calls.
  • Offline Conversions: For offline conversions, upload your conversion data with the corresponding First-ids.

Important Notes:

  • Hashing: Usually, for privacy reasons, it is crucial to hash any external ids that you could send to Google. But Since first-id is a random 32 alphanumerical token, it ensures that personally identifiable information is protected. You can send the id as is.

By implementing First-id with Google’s Enhanced Conversions, you’ll gain more accurate conversion data, improve your understanding of customer behavior, and ultimately optimize your advertising campaigns for better results.