Enhanced conversions for leads is an upgraded version of offline conversion import that uses user-provided data, such as email addresses, to supplement imported offline conversion data to improve accuracy and bidding performance. When you import your offline conversions, the provided hashed customer data is used to attribute back to the Google Ads campaign by matching to the same data collected on your website (for example, lead form) and to signed-in customers who engaged with your ad.
If you already use offline conversions, you can upgrade to enhanced conversions for leads to import user-provided data in addition to the identifiers you already import (GCLID). Learn more about how Google used enhanced conversions for leads data.
This article will take you through the steps up upgrading depending on what your business needs are.
Benefits of upgrading your offline conversion import
Your first-party offline data provides valuable insights into conversions that occur outside your online platforms. The Google Ads tag on your website captures crucial information about ad interactions. By combining these two data sources, Google Ads gains a clearer and more accurate view of the customer journey, from the initial ad interaction to the final conversion.
Benefits:
- Durable: Get more reliable results. Enhanced conversions for leads adheres to stricter privacy regulations.
- Easy to set up: Configure measurement entirely from your Google Ads account.
- Enhanced performance: See more accurate conversion reporting compared to standard offline conversion import. This upgrade also enables engaged-view conversions and cross-device conversions.
- Simplified Setup: Streamlined tagging and data sharing, utilizing the Data manager.
- Flexible: Implement using the Google tag or with Google Tag Manager.
Enhanced conversions for leads is not a separate feature that you need to to migrate to, but makes use of additional first-party user-provided data and data sources (like your website tag) to improve your existing offline measurement, along a spectrum, based on your business needs.
How to Upgrade
Implementation varies depending on what you're measuring and your capabilities. Select your use case below:
| Measure offline conversions (e.g. leads) |
Explore other measurement use cases |
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Measure campaign performance from online ads that lead to offline conversions like phone calls, emails, or in-person visits. Enhanced conversions for leads is a simplified measurement solution that allows you to use hashed, first-party user-provided data from your website lead forms for offline lead measurement. |
Learn how to upgrade offline conversions for the following scenarios:
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| Upgrade to enhanced conversions for leads to measure offline conversions from online leads | Upgrade your offline conversions to maximize performance and durability |