Enhanced conversions is a feature that can improve the accuracy of conversion measurement and unlock more powerful bidding. It supplements existing conversion tags by sending first-party data (in most cases an email address) from a client’s website to Google. Enhanced conversions have been around since 2021, but using them has always been optional. However, Google has announced that it plans to phase out cookies completely by Q3 2024. This means that first-party data is going to be vital for accurate conversion tracking and reliable smart bidding.
The most common conversions that are able to be converted into enhanced conversions are form submissions and eCommerce transactions. We will be using Google Tag Manager to implement enhanced conversions.
Enhanced conversions are not quite one size fits all, thanks to the wide variety of CMSs and form providers out there. Choose the option that best fits your situation: