How can I optimize my Google campaigns using the Google Enhanced Conversions connector?

Solution

Marketing Mix Modeling
Attribution
Analytics
Activation

Module

Manage & Analyze
To plan
Enable
Datamining
Privacy Center

Problematic

Marketers face a series of new regulatory and technological challenges that threaten the quality and volume of data collected - data that is essential to optimizing acquisition campaigns.

Among these challenges is Apple's rollout of iOS 14+, which introduced significant changes to the way apps can track users, directly affecting targeted advertising and conversion tracking.

Additionally, the General Data Protection Regulation (GDPR) in Europe and other similar regulations around the world have increased users' control over their personal data, making data collection more restrictive.

At the same time, the announcement of the end of third-party cookies by major browsers like Google Chrome sent shockwaves through the industry, as these cookies have long been a mainstay of targeted advertising and conversion tracking.

Finally, the need to collect user consent for data tracking further complicates the effective collection and use of data.

These major changes raise a crucial question for advertisers: how can we continue to collect accurate and useful data to optimize acquisition campaigns in this changing regulatory and technological landscape?

In this context, Google Enhanced Conversions emerges as a promising solution. Enhanced Conversions allows advertisers to transmit conversion events directly from server to server, providing a sustainable alternative for conversion tracking and ad personalization.

Objective

Setting up Google's Enhanced Conversions API to send conversion events to Google server-side will allow you to:

Improve connectivity to reduce cost per outcome. Loading errors, connectivity issues, and ad blockers in browsers impact Conversions API data less than Google Pixel data. When you use the Conversions API in addition to the pixel, the connection is more reliable, allowing the ad serving system to lower your cost per result.

Optimize advertisements for actions that will be carried out later in the purchasing journey. This can, for example, include actions taken following a purchase (such as subscriptions), actions taken in stores and customer scores. This information helps the system deliver your ads to customers most likely to generate value for your business.

Improve measurements. The Conversions API can help you better measure the performance and attribution of your ads throughout the buying journey, from discovery to conversion. This provides a better understanding of how digital advertising impacts online and offline results.

How Eulerian can help you

  • Comprehensive collection of conversion data and sending to server-side
  • Google Native Connector Enhanced Conversions


Difficulty

Simple
Intermediate
Advanced


How to do ?


Before starting, the Client must identify, within its Google Ads platform, the name and identifier of the conversion action linked to its advertising campaigns.

Indeed, it is to this destination that the server-side conversion data will be sent.


How to implement Google Enhanced Conversions with Eulerian?



1. Add the Google Ads - Enhanced Conversions connector from Eulerian


Path: Settings > Activation > S2S > Add Partner Connector > Google Enhanced Conversions


Information to enter :
Connector name : free
Select the partner's EPC: click on the "+" button to generate a new authentication from the Client's Google Ads login/password.

Important : it will be up to the Client to ensure that the Client's Google Ads login/password has access rights to the conversion action.

Select a partner segment: choose the appropriate conversion action from the drop-down list.

Good to know : This field will appear as soon as the authentication has been successfully completed.

If you use several Google conversion actions to power your Google Ads Campaigns, you will need to create a connector per conversion action.

After clicking on the "+" button, a new window will open:


Information to enter :
Connector name : free
OAuth authentication: click on “add authentication”, then click on “Generate an authentication URL for the partner”, then click on “Sign In”.

A new tab will open on your browser to complete the Google authentication form with Login and Password.

Check Mark Button Once the authentication has been successfully completed, you will be able to complete (in the Eulerian platform) the fields intended to identify the MCC/Advertising Account to which we will send Server-Side conversions (see screenshot below).

Choose an advertiser account: using the drop-down list, select the destination MCC/Google Ads Advertising Account.



2. Settings linked to user consent


Click on IAB Seller

IAB Seller: Select Google Advertising Products from the drop-down list
Purposes used: automatic preselection of purposes 1, 3 and 4.

Click “Next”

Please keep the Special Features and Category CMP fields empty unless Eulerian recommends otherwise.


3. Set connector trigger rules


The only mandatory clause to send 100% of your conversions is:
“Make a sale > Yes”

Click on “Confirm” to save the connector configuration. The status of the connector will automatically change to “Active”!


4. Last step


Indicate erg:emai in the SHA-256 hashed email (email) field


If you use several Google conversion actions to power your Google Ads Campaigns, you will need to add a discriminating condition within the connector trigger. Generally, the condition used is "sale type". Contact your Customer Success team if in doubt.


Learn more about how the connector works technically



How do I know if my Google Enhanced Conversions connector is working?


Google offers a diagnostic tool within its advertising platform

Path: Tools and Settings > Measurement > Conversions > Select Conversion Action > Diagnostics



Does Google measure server-side conversions in the same way as web conversions (via tag)?


No. This status could change, but in early 2024, Google will use server-side conversions for modeling purposes, and cannot guarantee a 1:1 ratio.


How do I find the server-side call of my connector?


Retrieving server-side calls can be useful for debugging. This will allow you customer to verify that the appropriate useful information is being sent.

To find these calls, go to your Datamining > Sales list.

You will need to click on a sales reference, S2S tab, and click on the Eye in Speech Bubble symbol to the far right of the line which corresponds to the name of your Google Enhanced Conversions connector.



the attribution rule to only send information related to the marketing source you want to elect either with STA and/or Google's presence in the historical channel - so we can provide a differentiator on the platform server-side attribution.