Google Enhanced Conversions Destination

This document is about a feature that is in beta. This means that the destination is in active development, and some functionality may change before it becomes generally available.

Good to know: This page is about the Actions-framework Google Enhanced Conversions Segment destination.

The Google Enhanced Conversions destination enables you to improve the accuracy of your conversion measurement. You can supplement existing conversion tags by sending first-party customer conversion data from your website, such as email address, to Google Ads. Segment hashes this data and sends it in a privacy-safe way. Google matches hashed data with signed-in Google accounts to attribute the conversion to ad events, such as clicks or views. To learn more about Google Enhanced Conversions, see Google’s documentation About enhanced conversions.

Before you begin

Enable Enhanced Conversions in your Google Ads account. For each Conversion, specify in the settings that you will use the Enhanced Conversions API:

  1. When you log in to Google Ads, make sure you are in Expert Mode.
  2. Click Tools & Settings in the top bar, and select Conversions from the dropdown. Select the Conversion Action you want Segment to log to.
  3. Expand the tab for Enhanced conversions. Enable Turn on enhanced conversions. Under “To start, select how you want to set up enhanced conversions”, select API.

When you authenticate your Segment workspace with your Google Account, use a Google Account that is a member of your Google Ads account.

Getting started

Add the Google Enhanced Conversions destination to your workspace

  1. From the Segment web app, click Catalog, then click Destinations.
  2. Search for “Google Enhanced Conversions” in the Destinations Catalog, and select the destination.
  3. Click Configure Google Enhanced Conversions in the top-right corner of the screen.
  4. Select the source to use to send data to Google Enhanced Conversions.
  5. Enter your Conversion Tracking ID. Find it in your Google Ads account using the instructions in the article Google Ads conversions. When you log in to Google Ads, make sure you are in Expert Mode. Note you’ll follow these same instructions to get the Conversion label, which you’ll need when you set up your first Action, below.
  6. Click Configure Actions.
  7. Click Create Destination.

Connect to Google Enhanced Conversions

After you create the destination in your Segment workspace, you can authenticate with Google using OAuth. On the Settings tab of the destination, click Connect to Google Enhanced Conversions. Follow the prompts to authenticate using OAuth, with a Google login that is a member of the Google Ads account with Enhanced Conversions enabled.

Create your first Action

Actions define which events Segment sends to Google Enhanced Conversions, and the data that they carry. To create an Action:

  1. Navigate to the Actions tab on the destination.
  2. Click Add Subscription, and select Post Conversion.
  3. Configure the Event Trigger. For example, you can trigger the action whenever the source sends an Event named Purchase. Click Continue to configure the action fields, skip Testing for now. The action fires when it receives an event named Purchase
  4. Enter the Conversion Label. Find it using the instructions in the article Google Ads conversions.
  5. Configure the remaining properties.
  6. When you’re finished editing the action fields, click Continue. Click Save.
  7. To test your action, expand the Test event trigger section. Segment searches for recent events that match the trigger conditions. If there are no recent events that match the criteria, click manually enter an event, and replace the default event data with the following:
      "messageId": "segment-test-message-hkz2b",
      "timestamp": "2021-08-27T17:32:12.781Z",
      "context" : {
     "userAgent": "Mozilla/5.0 (iPhone; CPU iPhone OS 9_1 like Mac OS X) AppleWebKit/601.1.46 (KHTML, like Gecko) Version/9.0 Mobile/13B143 Safari/601.1"
      "type": "track",
      "properties": {
     "email": "",
     "orderId": "123",
     "firstName": "Bob John",
     "lastName": "Smith",
     "phone": "14150000000",
     "address": {
       "street": "123 Market Street",
       "city": "San Francisco",
       "state": "CA",
       "postalCode": "94000",
       "country": "USA"
      "userId": "test-user-j75yud",
      "event": "Order Completed"
  8. Click Test Event.
  9. Scroll down and expand the Send a test event section, and click Test Action.
  10. The section displays the test result and the payload that Google Enhanced Conversions returns to Segment.
  11. Click Save.
  12. Enable the action with the toggle at the top of the page.

Available Actions

Build your own subscriptions! Combine supported triggers with the following -supported actions:

This page was last modified: 02 Dec 2021

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