Google Enhanced Conversions Destination

Destination Info

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 website 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.

To deduplicate conversions that are recorded from the Google Ads Conversion tag (Gtag) from the data that is sent to Google Enhanced Conversions, Order ID (Transaction ID) must be implemented in the Google Ads Conversion tag (Gtag) and the same Order IDs must be sent with the corresponding Enhanced Conversions data. This is required for Google to successfully process your enhancement data.

Getting started

  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 that will send data to Google Enhanced Conversions and follow the steps to name your destination.
  5. On the Settings tab, enter the Conversion ID and click Save. Find the Conversion ID in your Google Ads account using the instructions in the article Google Ads conversions. You’ll follow these same instructions to get the Conversion Label, which you’ll need when you set up your first Mapping.
  6. On the Settings tab, authenticate with Google using OAuth. 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.
  7. Follow the steps in the Destinations Actions documentation on Customizing mappings.

The Conversion ID is a global setting because it’s an account-level ID that’s the same for all conversion actions in your Google Ads account. The Conversion Label is unique to each conversion action and is therefore configured per Mapping.

Destination Settings

Setting Description
Conversion ID Required.

You will find this information in the event snippet for your conversion action, for example send_to: AW-CONVERSION_ID/AW-CONVERSION_LABEL. In the sample snippet, AW-CONVERSION_ID stands for the conversion ID unique to your account. Enter the conversion Id, without the AW- prefix.

Available Actions

Build your own Mappings! Combine supported triggers with the following Google Enhanced Conversions-supported actions:

Mapping limits per destination

Individual destination instances have support a maximum of 50 mappings.

Post Conversion

Send a conversion event to Google Ads.

Post Conversion is a Cloud action. The default Trigger is:

Click to show / hide fields

Field Description
Conversion Label* Type: STRING

The Google Ads conversion label. You can find it in your Google Ads account using the instructions in the article Google Ads conversions.

Email* Type: STRING

Email address of the individual who triggered the conversion event.

Order ID* Type: STRING

Order ID or Transaction ID of the conversion event. Google requires an Order ID even if the event is not an ecommerce event. Learn more in the article Use a transaction ID to minimize duplicate conversions.

User Agent Type: STRING

User agent of the individual who triggered the conversion event. This should match the user agent of the request that sent the original conversion so the conversion and its enhancement are either both attributed as same-device or both attributed as cross-device. This field is optional but recommended.

Conversion Time* Type: DATETIME

Timestamp of the conversion event.

Value Type: NUMBER

The monetary value attributed to the conversion event.

Currency Code Type: STRING

Currency of the purchase or items associated with the conversion event, in 3-letter ISO 4217 format.

App Conversion for Incrementality Study Type: BOOLEAN

Set to true if this is an app conversion for an incrementality study.

PCC Game Flag Type: BOOLEAN

Alpha feature offered by Google for gaming industry. When set to true, Segment will send pcc_game = 1 to Google.

Phone Number Type: STRING

Phone number of the individual who triggered the conversion event, in E.164 standard format, e.g. +14150000000.

First Name Type: STRING

First name of the individual who triggered the conversion event.

Last Name Type: STRING

Last name of the individual who triggered the conversion event.

Street Address Type: STRING

Street address of the individual who triggered the conversion event.

City Type: STRING

City of the individual who triggered the conversion event.

Region Type: STRING

Region of the individual who triggered the conversion event.

Postal Code Type: STRING

Postal code of the individual who triggered the conversion event.

Country Type: STRING

Country of the individual who triggered the conversion event.

FAQ & Troubleshooting

Conversion Tracking with Gtag

To use Google Enhanced Conversions, you must record conversions using the standard Google Ads Conversion tag (Gtag). After a conversion is recorded, you can send hashed first-party data through Segment’s Google Enhanced Conversions destination for up to 24 hours after the conversion. Segment offers a Google Ads (Gtag) destination so you can use your existing Segment implementation to activate Gtag.

Conversions tracked by other means, such as importing goals from Google Analytics, are not eligible for Google Enhanced Conversions.

Refreshing Access Tokens

When you use OAuth to authenticate into the Google Enhanced Conversions destination, Segment stores an access token and refresh token. Access tokens for Google Enhanced Conversions expire after one hour. Once expired, Segment receives an error and then uses the refresh token to fetch a new access token. This results in two API requests to Google Enhanced Conversions, one failure and one success.

Because of the duplicate API requests, you may see a warning in Google for unprocessed conversions due to incorrect or missing OAuth credentials. This warning is expected and does not indicate data loss. Google has confirmed that conversions are being processed, and OAuth retry behavior will not cause any issues for your web conversions. Whenever possible, Segment caches access tokens to reduce the total number of requests we make to Google Enhanced Conversions.

Sending App Conversions for Incrementality Studies

The Google Enhanced Conversions API does not offer standard reporting for app conversions at this point. As such, Google requires that you set up a new web conversion action specifically for the purposes of app incrementality studies. To send app conversions in your incrementality study, be sure to input the Conversion Label associated with your incrementality study and set the App Conversion for Incrementality Study field to true. You should create separate web conversion actions in Google Ads for each app event you want to send data for.

This page was last modified: 01 Sep 2022

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