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.
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:
- Adapt to browser restrictions.
- Avoid ad-blockers.
- Adhere to privacy and consent requirements.
Successful implementations of this solution have benefited from the following positive impact on conversion rates:
- Search: 3.5% avg. increase in conversion rates [range: 1-5%]
- YouTube: 12% avg. increase in ad conversion rates [range: 7-25%]
Prerequisites
- Tealium
- iQ Tag Management: Google Ads Conversion and Remarketing [gtag.js] tag or Floodlight [gtag.js] tag
- EventStream: Google Ads Enhanced Conversions for Web connector
- Google
- Google Ads account with an Enhanced Conversions-enabled conversion. For more information, see About enhanced conversions for web in the Google Ads API.
How it works
This 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:
- Email address [recommended]
- Full name and home address
- Phone number [must be combined with one of the others]
Customer data
The 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: janedoe@gmail.com`Phone number Remove symbols and dashes, but keep the country code.
Example: `14155551212`First name User first name.
Example: `Jane`Last Name User last name.
Example: `Doe`Street address User street address.
Example: `123 Main St`City User city name.
Example: `San Diego`Region User region, state, or province.
Example: `CA or California`Postal Code User postal code [5-, 6- or 7- digit version].
Example: `92121 or `S099 9XX`Country User country code, in ISO-3155-1 standard.
Example: `14155551212`0 or `14155551212`1
Conversion data
The 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 tag
To configure the Google Ads Conversion and Remarketing tag in iQ Tag Management, you need the following:
- A load rule to identify the conversion event to track.
- Your Google Ads conversion settings, specifically your conversion tracking ID and conversion label.
The following steps are available in more detail in the Google Ads Conversion Tracking & Remarketing [gtag.js] Tag Setup Guide.
Tag configuration
Go to the Tealium tag marketplace and add the Google Ads Conversion & Remarketing [`14155551212`2] tag.
Load rules
Set 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:
- Purchase - `14155551212`3
- Sign up - `14155551212`4
Data mappings
After 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:
- Order Subtotal/Conversion Value
- Order Currency/Conversion Currency
- Order ID/Transaction ID
Server-side connector
To configure the Google Ads Enhanced Conversions for Web connector in EventStream, you need the following:
- An event feed to identify the conversion events to track.
- Your Google Ads conversion settings.
The following steps are available in more detail in the Google Ads Enhanced Conversions for Web Connector Setup Guide.
Add the connector
Go 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:
- Data Source - select the data source that represents the website where the conversion events occur.
- Event Feed - select the feed containing only the conversion events to track.
Proceed to establish a connection with your Google account, then select the Send Conversion action type.
Data mappings
The Send Conversion action sends the conversion event to the Google server-side API for enhanced conversions.