Enhanced Conversions is a new feature that helps Google Ads to attribute more conversions by using customer data
When set correctly, Google Ads receives the relevant customer data (such as name, email, phone, address, etc.) along with the conversion tag. This allows Google Ads to understand who the customer is - and if they ever clicked or saw any of your ads.
Google first introduced enhanced conversions in May 2021, which essentially allows conversion tags to capture first-party data provided by the user, such as name, email, phone number, and address.
We used to recommend our customers to activate this feature as a secondary conversion because it did not work as perfectly: warnings or inaccuracies could come up even when it was set up correctly. Today, we trust the measurement of this feature, so we keep our "Primary Conversions as Enhanced Conversion" settings turned on.
Activate Enhanced Conversions (through Google Ads)
Activating enhanced conversions became easier than you would expect, as you only need a couple of clicks to turn it on. In most cases, we go with an existing conversion to do this; however, you can also create another conversion for your enhanced measurement if you wish.
The key point of creating another conversion is to create a new tag in Google Tag Manager to avoid duplication. But keep in mind that this might be a risky implementation, so the choice is yours. Let's go through it together.
Log in to Google Ads > "Tools & Settings" (1) > "Conversions" (2)
Click on the existing conversion you want to activate the enhanced conversion feature with.
Check the box for “Turn on enhanced conversions”. Then, choose "Google tag or Google Tag Manager".
Write your store URL for validation.
Choose Google Tag Manager once again, then click "Next" and "Save". All done!
Set up Enhanced Conversions (through GTM)
After completing the operations on the Google Ads side, an additional setting must be made either from GTM or through the Global Site Tag. There are 2 methods to set up enhanced conversions on Shopify. If you are an Analyzify user, you have to proceed through the GTM method; as for the second option, you do not have to be an Analyzify client to use this method.
Setting up with Analyzify (through GTM)
Analyzify includes all the related variables, triggers, and tags to set up enhanced conversions on Shopify by using GTM. So you don't need to take any action on GTM to set enhanced conversions. Our setup accurately captures all data for you and pushes it to Google Ads.
In this case, we must remind you that you can only have one enhanced-enabled purchase conversion and no regular (un-enhanced) conversions.
Setting up with Global Site Tag (code)
As we've mentioned, you do not have to be an Analyzify client to use this method. We have provided you with an open-source code and tutorial.
This method requires editing some code on your Shopify’s additional scripts “Thank you” page (Admin > "Settings" > "Checkout" > "Order Status Page - Additional Scripts"). We explained this method in-depth with step-by-step tutorials and related code blocks in the following article: Google Ads Enhanced Conversion Setup on Shopify
Validation
After publishing your GTM container, it will take up to 48 hours for Google Ads to verify your enhanced conversion. Please be patient and wait at least two days.
The final result can come in two different messages. Either your enhanced conversion starts to collect data accurately and you see the page below:
Or you will get the following error. If you receive a warning on the diagnostic page, we recommend that you contact our support team.
