Google Enhanced Conversions is a feature within Google Ads designed to improve the accuracy of conversion tracking. It supplements existing conversion tags by sending hashed (anonymized) first-party customer data (such as email addresses, names, home addresses, and phone numbers) from your website to Google. This additional data allows Google to better match your conversions to ads, leading to more accurate conversion tracking and reporting.
This tutorial describes how to configure the Conversion Tracking action for use with the Google Tag Manager to provide Google Enhanced Conversion variables in the data layer.
Creating The Conversion Tracking Action
- When editing your form, click the Actions icon at the top of the page. The Actions sidebar will open on the side of the page.
- Click the Add icon to add a new action.
- Select Conversion Tracking from the Action pulldown. A series of settings will appear. The minimum settings should be as follows:
- Form Submitted: Checked
This means WS Form will run the action when the form is submitted. - Type: Google Tag Manager (Data Layer)
In this tutorial we are using Google Tag Manager to trigger a conversion from data layer values. - Data Layer Variables:
Key Value eventconversionuser_data.email#hash_sha256(#field(123))In the above example
123would be the ID of the email field on the form. Note the use of dot notation (user_data.email) that enables you to create nested objects in the data layer.
- Form Submitted: Checked
The finished Conversion Tracking event would look as follows:
Adding Additional Customer Data
At a minimum, Google Enhanced Conversions require the SHA256 hashed version of the user email. You could extend this with additional hashed data, for example:
| Key | Value |
|---|---|
user_data.phone_number |
#hash_sha256(#field(2)) |
user_data.address.first_name |
#hash_sha256(#field(3)) |
user_data.address.last_name |
#hash_sha256(#field(4)) |
user_data.address.street |
#hash_sha256(#field(5)) |
user_data.address.city |
#hash_sha256(#field(6)) |
user_data.address.state |
#hash_sha256(#field(7)) |
user_data.address.zip |
#hash_sha256(#field(8)) |
Testing the Conversion Tracking Action
We recommend using the Google Tag Assistant to check that the data layer contains the customer data you have specified. Google Tag Assistant is a free Chrome extension that helps users verify the proper installation of various Google tags.
An example Google Tag Assistant session summary is shown below. You can see how WS Form has SHA256 hashed the field data prior to adding it to the data layer.
