Enhanced Conversions for Web

This destination is used to improve your web conversions measurement by sending hashed first-party data up until 24 hours after the conversion.

Overview

With this destination service, DinMo will send web conversion events to optimize web conversions measurement by sending hashed first-party data. (clicks, add to carts, purchase, etc.).

This destination corresponds to the Google API Enhanced Conversions for web. Check out the official documentation to learn more about this service.

To do so, you will need to go through these three steps:

• Creating a Google Ads destination. Refer to the corresponding section for more info.

• Creating an event segment composed of all the events you wish to send to Google Ads. All records of the segment correspond to a unique conversion action (for instance, purchase) that has taken place in the last 24 hours, that was previously created in Google Ads. Refer to this step-by-step tutorial to learn how to build segments without SQL in DinMo.

• Activating the segment to the Google Ads destination to start sending first-party data. Refer to the corresponding section for more info.

DinMo will be sending all the new conversion events each time the activation is running.

Destination setup

Learn how to create such a destination in our step-by-step tutorial

To start sending conversion events, you are first required to create a Google Ads destination with the corresponding destination service.

You will need to specify the ad account (also named Customer Id) to which your events will be sent.

Note: If the ad account you seek is not listed, it means that the user who connected DinMo to Google Ads does not have the permissions for this account.

Activation configuration

Learn how to activate a segment in our step-by-step tutorial

Once the destination has been setup, and your DinMo segment containing all your conversion events created, you can create an activation to start sending data to Google Ads right away.

Conversion Action

When setting up a activation, you need to specify the related conversion action. All records of the segment will be considered as conversion events of the selected action (for instance, 'Drive to store', 'Purchase', etc.).

Make sure your segment only contains conversions of the selected type and that they took place within the last 24 hours.

Fields mapping

In the Fields mapping section, you are asked to specify the meaning of the fields of your segment that you wish to send to Google Ads. Any non mapped fields in your segment will not be sent to Google Ads.

Google Ads will use the fields you send to identify the conversions and their values, and recognize each user behind the conversions.

You must map the following fields:

• Email (Required): The email addresses of the user at the origin of the conversion. It can be in clear text, or hashed (SHA-256)

• Order Id (Required): The identifier of the conversion

• Conversion time (Required): The timestamp when the conversion took place

If the conversion is transactional (i.e referring to a purchase), you must also map the two following fields:

• Value: The price spent by the customer during the transaction

• Currency code: The currency of the transaction. Consult Google's chart of supported currency codes to ensure your data meets their specifications.

To increase the chance of identifying the user behind the conversion, you can also map the following fields:

• Phone: The phone numbers of the users. E164 format is preferred ('+49xxxxxxxx'). It can be in clear text, or hashed (SHA-256)

• First Name: It can be in clear text, or hashed (SHA-256)

• Last Name: It can be in clear text, or hashed (SHA-256)

• Postal Code: It can be in clear text, or hashed (SHA-256)

• Country Code: 2-letter country code in ISO-3166-1 alpha-2 of the user’s address. It can be in clear text, or hashed (SHA-256)

• State: It can be in clear text, or hashed (SHA-256 )

• City: It can be in clear text, or hashed (SHA-256)

The higher the number of fields you send, the most likely Google will be able to identify the users.

Scheduling

In this section, specify how often the conversions should be sent to Google Ads.

All new conversions will be sent in batch to Google Ads at the specified time interval.

We highly recommend setting up at least a daily schedule frequency. Google Ads might indeed reject old conversions (over 24 hours).