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This article describes how to get the most out of Tealium and Google Ads Enhanced Conversion by setting up the Google Ads Conversion Tracking & Remarketing (gtag.js) tag in iQ Tag Management and the Google Ads Enhanced Conversions for Web connector in EventStream API Hub. Show The combination of Tealium and Google Ads Enhanced Conversions for Web preserves and improves advertising conversion by helping you leverage consented first-party data to:
Successful implementations of this solution have benefited from the following positive impact on conversion rates:
Prerequisites
How it worksThis hybrid solution uses both the client-side tag and server-side API to customer data and send conversion events, such as subscriptions, sign ups, and purchases, to Google. The customer data is matched to a signed-in Google user and the conversion event is attributed to ad clicks or views. The customer data is protected using a one-way hashing algorithm called SHA256, which keeps it secure and private. Enhanced conversions only work when one or more of the following customer attributes is available:
Customer dataThe following customer parameters are expected. The client-side tag will normalize these values for you, but you should normalize these values using extensions in iQ or enrichments in EventStream. Data Field Description Email address Lower-case and, for Gmail addresses, remove all periods.
Example: Conversion dataThe following Google conversion parameters are expected by the tag and the connector: Data Field Description Conversion Tracking ID Unique tracking ID for your advertiser account. Conversion Label Encoded conversion tracking ID and conversion type. Conversion Type Type of conversion event. Only used if conversion label is not available. Transaction ID Unique identifier for the event, generated by you the advertiser. See more at Google Ads Help: Use a transaction ID to minimize duplicate conversions. Conversion Value A transaction-specific value or the value used for this conversion type. See more at Google Ads Help: About conversion values. Currency Code Currency code for the conversion value. User Agent User agent from the browser where the conversion event occurred. Client-side website tracking tagTo configure the Google Ads Conversion and Remarketing tag in iQ Tag Management, you need the following:
The following steps are available in more detail in the Google Ads Conversion Tracking & Remarketing (gtag.js) Tag Setup Guide. Tag configurationGo to the Tealium tag marketplace and add the Google Ads Conversion & Remarketing (`14155551212`2) tag. Load rulesSet a load rule that matches your conversion event. This could be the page where the conversion occurs or the event that represents the conversion. Example load rules include:
Data mappingsAfter adding the tag, go to the Data Mappings section to configure any additional mappings. With the E-Commerce extension in use, the following mappings are automatic:
Server-side connectorTo configure the Google Ads Enhanced Conversions for Web connector in EventStream, you need the following:
The following steps are available in more detail in the Google Ads Enhanced Conversions for Web Connector Setup Guide. Add the connectorGo to the connector marketplace and add the EventStream action for the Google Ads Enhanced Conversions for Web connector. To set up this connector, you will establish a connection between Tealium Customer Data Hub and your Google Ads account, so it is helpful to log into your Google account prior to configuring the connector. Then configure the following:
Proceed to establish a connection with your Google account, then select the Send Conversion action type. Data mappingsThe Send Conversion action sends the conversion event to the Google server-side API for enhanced conversions. |