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How to set up Google Ads Enhanced Conversion on WC?

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In this article, we will show you how to set up enhanced conversion Google Ads on Woo-commerce, but first, let’s discuss…

Privacy Policies are here to stay, leaving you with less accurate data for measurement. This complication makes it challenging for you to analyze data and optimize campaigns.

To you, Google has introduced Enhanced Conversions. Enhanced Conversions for Google Ads improves conversion tracking in a privacy-friendly manner.

Let us start by outlining the benefits and provide a guide on how to set it up on WooCommerce.

What is enhanced conversions in Google Ads?

Google Ads Enhanced Conversions is a recent feature designed to improve tracking conversions. Enhanced Conversions help track conversions while respecting user privacy.

Here’s how it works: When someone completes a conversion on a website, their information is turned into a code (hashed) and sent to Google Ads. Google uses the secure SHA-256 algorithm for this process. Enhanced Conversions even follow the user’s journey on their different devices.

By using the user’s Google account, Enhanced Conversions connect the dots between the customer’s path and their conversions. This makes ad campaigns work better and smarter.

How enhanced conversions work (Example)?

Let’s navigate two simple examples to understand better how Enhanced Conversions work using an online coffee store scenario.

Example 1: Ben’s Journey

  • Ben wants to buy a new flavor of coffee, so he searches for it online and clicks on your ad.
  • Ben used his Google account during this search.
  • The Enhanced Conversion tag captures Ben’s email address, encrypts it (hashes it), and sends it to Google Ads.
  • He reads the coffee description, checks reviews, and watches related videos.
  • Ben adds the book to his cart, intending to purchase it. However, he gets distracted by Lily and leaves without completing the purchase.
  • After a few days, Ben returns to the site and completes the purchase using the same email address.
  • Enhanced Conversions records this purchase email, hashes it, and sends it to Google Ads.

Now, using this hashed email address, Google Ads can link Ben‘s actions—like viewing pages, adding to the cart, and purchasing—to the ad he initially clicked on.

Example 2: Lily’s Journey

  • Lily is on her lunch break and uses her work email to search for a coffee flavor to gift to Ben.
  • She clicks on your ad and explores the coffee’s details, reviews, and videos on your site.
  • Lily adds the Coffee to her cart but must return to work as her break ends.
  • Later, she used her smartphone and email to complete the purchase. She employs two-factor authentication using the same phone number linked to her work email.

Enhanced Conversions link her email to her work email by identifying the shared phone number, recognizing that the same user carries out these interactions. The data is then hashed and sent to Google Ads. The system can only connect these interactions and establish links if you enable Enhanced Conversions.

In both examples, Enhanced Conversions help Google Ads understand the user’s complete journey across different devices and interactions, all while preserving privacy and delivering more accurate conversion tracking. This information lets you make more informed decisions and optimize your ad campaigns effectively.

Why Should You Use Enhanced Conversions?

There are several benefits to using Google Ads Enhanced Conversions. Enhanced Conversions is a definite recommendation if you often need help reporting revenue figures or discrepancies between data in Google Ads and analytics. It can significantly improve the reporting of your tracking and help align the data more effectively.

Benefits of using Google Ads Enhanced Conversions

Here are some essential benefits of using enhanced conversions.

  • Use first-party data without infringing on privacy. While third-party tracking is limited, Enhanced Conversion is a viable solution for eliminating incomplete data and improving conversion tracking reporting.
  • It helps get more conversion data through event modeling. You lose some conversion data due to restrictions on third-party cookies, challenges in tracking user activity across devices, and privacy regulations. You can circumvent the loss of data by using Enhanced Conversions. According to Google research,  enhanced conversions increased their conversion rate by 17%.
  • You can improve conversion data between Google Accounts. If you use Google Ads, you may have noticed some discrepancies in data between analytics and the ad platform. Enhanced Conversions help align this data with the relevant user journey and facilitate displaying relevant ads to users.
  • Calculate return on investment. When you use Enhanced Conversions, you precisely determine which ads are performing better and generating more conversions in your campaign. This way, you can allocate your ad spend more effectively and better understand your ROI.
  • You can improve the clickthrough rate. Enhanced conversions improve your overall clickthrough rate. The improvement means you get more clicks and leads on every ad you run.
  • Smart bidding. Combining Smart Bidding with Enhanced Conversions helps you create a more effective bidding strategy. When enabled, Enhanced Conversions assists in reducing campaign costs through the use of Smart Bidding.

Customer journey mapping. The primary goal of enhanced conversions is to give a clear picture of your customer journey. You can leverage this insight to improve your campaign strategy. Customer journey mapping aids in recognizing each stage of the customer buying process, and Enhanced Conversions identify various touchpoints of users across devices.

Now that you understand more about enhanced conversion, Google Ads…

It is time to update your Google Ads tracking and meets the latest Google version. We can do this in 2 ways. We can set it up using Google Tag Manager or Google Tag. Let us start first with Google Tag Manager. But today, we will only discuss the Google Tag Manager setup.

What do you need to set up Google Ads Enhanced Conversion on Woocommerce using GTM?

You will need the following:

  • You need a Google Tag Manager account. If you don’t have one, you can learn how to create a Google Tag Manager account here.
  • You need an e-commerce data layer customized for purchase and user data tracking. The GTM4WP plugin will provide you with everything you need.
  • You need the WPCode Lite to place the GTM code on your website.
  • “Order Test Woocommerce” plugin to make test purchases.
  • You need a WordPress/Woocommerce account and admin access to edit the settings if you are not the owner.
  • Back up your website, just in case.
  • A Google Ads account.
  • Install the Google tag assistance legacy browser extension. Remember that if you use ad blockers, your GTM won’t fire.

Placing the GTM code and the Purchase DataLayer on Woocommerce.

I like to use plugins to place my Google Tag Manager code, so I would be looking to set up a code snippet plugin to set up my Google Tag Manager, but if you don’t want that, you can always use the theme editor.

Image showing some plugins to setup Enhanced Conversion Google Ads on Woocommerce

  1. Go to plugins.
  2. Click new.
  3. In the search bar, type GTM.
  4. Choose the plugin with the name “GTM4WP.”
  5. Click install, and once installed, click activate.
  6. After activation, it will redirect you to the plugin-installed page. On the top left corner, next to the name “Plugin,” click new.
  7. Type “insert Header” in the search bar and install “WP Code Light.”
  8. Then activate “WP Code Light.”
  9. Go to settings,
  10. In the settings, tap Search for Google Tag Manager. Once found, click on it.
  11. Go to your Google Tag Manager Account to see the GTM ID. Click on it and only copy the id.
  12. Go back to your GTM plugin in WordPress and place it there.
  13. Where you see on or off, select off and click save.
  14. In the GTM Options on the top bar, you will see an “Integration” tap. Click on it.
  15. Next, click on “Woocommerce.”
  16. Then activate the following:
    1. Track enhanced e-commerce.
    2. Cart content in the data layer.
    3. Include full category path.
    4. Customer data in the data layer.
    5. Order data in the data layer.
    6. Exclude tax from revenue.
    7. Exclude shipping from revenue.
    8. Google Ads Remarketing.
    9. Google Ads Business Vertical.
    10. Use SKU instead of ID.
    11. Do not flag orders as being tracked.
  17. Click save.
  18. On your left bar, go to “WP Code Lite,” hover, and select header and footer.
  19. Copy the GTM header code into your account and paste it into the header section of “WP Code Lite.”
  20. Return to your GTM account, copy the body code, and place it in the “WP Code Lite” body section.
  21. If you’re not using a plugin, go to Appearance, click “Theme File Editor,” and click I understand.
  22. In the theme files on your right, search for “Theme Header (header php).” Open it.
  23. Above the closing, header (</header>), place the GTM header code.
  24. Below the opening, the body (<body>), place the GTM body code.
  25. Then click update file. And check if everything is right with the website.
  26. Go to your GTM account, and in the top right corner, click on the preview button to test the website.
  27. Write your website domain in the preview popup, and tap “https://yourdomain.com.”
  28. Before we continue, add a new plugin called “Woocommere Order Test,” install and activate it.
  29. Then go through your website and make a test purchase.
  30. Once you have made the purchase, you can check the ecommerce data layer on the purchase event in the Tag assistant to see if the customer information is available.
  31. If the customer data is available, we can proceed to the next step, setting up Google Ads Enhanced Conversion in GTM.

Create your Purchase, Google Ads Enhance Conversion in for Woocommerce

It is time to set up your Google Ads purchase conversion in your account and prepare the conversion ID and label.

  1. Go to your Google Ads account. Click “Goals” for the new design and “Tools & Settings” for the old design.
  2. Click “Conversions.”
  3. When the conversion area opens, click the “new conversion action” blue button.
  4. Click on “Website – tracking actions on the website.”
  5. Where they say to type your website domain, you can type “test/” and press “Scan.”
  6. Then, scroll down and click “add manually.”
  7. Select the goal “Purchase.”
  8. Please give it a name ( I usually call it Enhanced Purchase).
  9. The Value leaves it to “Use different values for each conversion.”
  10. The count leaves it to “Every.”
  11. The Click-through conversion window set it to 90 days. (or choose what is best for your business)
  12. The Engaged-view conversion window put it to 30 days. (or decide what is best for your business)
  13. The View-through conversion window put it to 30 days. (or choose what is best for your business)
  14. Attribution, leave it at “data-driven.” (It’s recommended by Google or determine what is best for your business)
  15. Click done.
  16. Click “Agree & Continue.”
  17. Lastly, Click on the Google Tag Manager tap to copy-paste your code into Google Tag Manager.

Set up Enhance Conversion Google Ads in Google Tag Manager for Woocommerce with Lifetime Value Data

Image showing the GTM account to setup enhanced conversion google ads on woocommerce

Let’s get started:

  1. Go to your GTM account and log in.
  2. Create a new tag,
  3. Click on the Tag Configurations.
  4. Search for Google Ads Conversions Tracking.
  5. Once open, look for where it says conversion id. Click on the Lego symbol.
  6. Click on the plus sign next to the built-in in the top right corner.
  7. Then click on Variable Configuration.
  8. Search for a variable with the name “Constant.”
  9. Go to your Google Ads account and Copy your purchase conversion ID.
  10. Paste it in the constant variable box.
  11. Give it the name “GAds-ID-Past your ID.”
  12. Click save.
  13. Go back to your Google Ads account.
  14. Copy your purchase configuration label (conversion label).
  15. Paste it in the conversion label area of the tag.
  16. Where you see “Value,” click on the value Lego symbol.
  17. Click on the blue plus sign next to the built-in in the top right corner.
  18. Click on Variable Configuration.
  19. Please search for the Data layer Variable and select it.
  20. Please place it in the box. –> “ecommerce.value. “
  21. Give the variable the name. “dlv-ecommerce.value” and save it.
  22. Please, repeat this step for the transaction ID and currency.
  23. Here are the data layer variables values you need for the transaction id and the currency. –> “ecommerce.transaction_id” & “ecommerce.currency.“
  24. Next, let’s enable user data. –> Check “include user-provided data.”
  25. Click on user-provided data and click Create a new variable,
  26. Once the screen opens, click to select the email variable.
  27. Scroll down till you reach a new variable.
  28. Click on Variable Configuration.
  29. Please search for the Data layer variable and select it.
  30. Please place it in the box. –> “customer.billing.email” without quotation marks.
  31. Repeat this step for the rest of the user data and use the following names below:
    • customer.billing.phone,
    • customer.billing.first_name,
    • customer.billing.last_name,
    • customer.billing.address_1,
    • customer.billing.city,
    • customer.billing.country,
    • customer.billing.state,
    • customer.billing.postcode.
  32. Click save. It will automatically give you a name. Click save again.
  33. Next, click on the trigger.
  34. Click the plus sign in the top right corner.
  35. Search for “Custom Event” and select it.
  36. Type in the box “purchase” without the quotation marks.
  37. Please give the name “E-purchase” The “E” stands for an event.
  38. Give the “Tag” the following title, “GADs-event-purchase.”
  39. Click save.
  40. Preview and test.
  41. Publish if everything is working correctly.

Crucial: for you to know about Enhanced Conversion, Google Ads.

Conclusion:

As I am on my mission to help business grow, I am sharing this article to the best of my abilities. If you know how to improve it, feedback is welcome.

By adapting to a world where tracking is becoming less accurate, you can implement strategies that make you less dependable on user data. This setup is not intended to provide 100% accuracy, but to help you update your tracking to the latest recommendations of Google.

Josipher & the Team.

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