Send online events to Google Enhanced Conversions

Google Enhanced Conversions improves the accuracy of conversion measurement by sending hashed first-party conversion data to Google using one-way SHA-256 hashing of first-party customer data.

When a customer purchases something from your brand’s website, you likely collect some first-party data from that customer to complete the transaction. For example, a physical address, an email address, a phone number, and a full name.

First-party customer data that is associated with online transactions can be sent to Google Enhanced Conversions, after which it can be used to enhance conversion measurement in Google Ads. For example:

• Track sales and events that happen on a website.

• Track sales that happen from a website.

• Match customers to their Google accounts, which were signed-in to when they engaged with one of your ads.

• Attribute customer engagment with a Google Ads campaign by matching data collected on your website with the signed-in Google accounts that engaged with your ads.

How to send events to Google Enhanced Conversions?

First-party customer data that is associated with offline transactions can be uploaded to Google Enhanced Conversions, after which it can be used to enhance conversion measurement in Google Ads.

Configure Amperity to send a CSV file to Google Enhanced Conversions using SFTP.

Caution

This destination is available for sending events to Google Enhanced Conversions after it is configured by a Datagrid Operator or your Amperity representative.

If this destintion cannot be selected from the campaigns editor or activations canvas ask your Datagrid Operator or Amperity representative to configure a destination for sending events to Google Enhanced Conversions.

Build a query

After the destination is configured, use a query to collect first-party data that is associated with transactions. Use SHA-256 hashing for all customer profile fields that are returned by the query.

For example:

SELECT
  SHA256(c.email) AS Email,
  SHA256(c.phone) AS Phone,
  SHA256(c.given_name) AS FirstName,
  SHA256(c.surname) AS LastName
FROM Customer_360 c
JOIN Unified_Transactions t ON c.amperity_id = t.amperity_id
WHERE t.order_datetime >= DATE_ADD('day', -30, CURRENT_DATE)

Extend the SQL to include any of the additional fields that are accepted by Google Enhanced Conversions.

Important

Test the connection with Google Enhanced Conversions by using an audience with a very small membership. For example: 10 or 100 members or the minimum audience size recommended by Google Enhanced Conversions. Send the test audience to Google Enhanced Conversions and verify the audience is correct in Google Enhanced Conversions. Make adjustments if necessary. Only send full audiences after validation is complete.

Fields for enhanced conversions

Fields for enhanced conversions must include hashed customer profile data–email addresses and phone numbers–and should include a transaction identifier and the Google Ads click ID.

The following table describes the fields that may be sent to Google Enhanced Conversions for customer attribution. You should send as many of these fields as you can for each potential attribution to customer activity.

Amperity	Google	Description
Varies.	ad_personalization	The customer consent status for personalization for Google Ads. Note This field should be in the table that contains online events data for websites and mobile apps collected by Google Ads, but may be located in a table for consent tracking.
Varies.	ad_user_data	The customer consent status for Google Ads. Note This field should be in the table that contains online events data for websites and mobile apps collected by Google Ads, but may be located in a table for consent tracking.
Varies.	conversion_environment	The environment in which the conversion occurred. For example: APP or WEB. Note This field should be in the table that contains online events data for websites and mobile apps collected by Google Ads.
Varies.	currency_code	The currency code for the conversion_value.
Email	email	The email address for the customer. The value for the email address must be SHA-256 hashed. Tip Use the email field in the Merged Customers table.
Varies.	feed_language_code	The language code used in Google services to set the language of an advertising feed.
Varies.	feed_country_code	The country code used in Google services to set the language of an advertising feed.
Varies.	gbraid	A gbraid is a URL parameter present when a user clicks on an ad on the web, and then is directed to your brand’s iOS app. Note This field should be in the table that contains online events data for websites and mobile apps collected by Google Ads.
Varies.	gclid	A gclid is an identifier captured from URL parameters when a customer clicks on an ad, and then navigates to your brand’s website. This is the best identifier for online events and Google Ads. Important Send all relevant data for a conversion even if the gclid is unavailable. Converstions data that only includes user-provided data is still useful. Note This field should be in the table that contains online events data for websites and mobile apps collected by Google Ads.
Item Cost	local_transaction_cost	The individual cost for each item in the order. Tip Use the Item Cost field in the Unified Itemized Transactions table.
Store ID	merchant_id	A store ID is a unique identifier for the location of a store. Tip Use the Store ID field in the Unified Itemized Transactions table.
Order ID	order_id	An order ID is the unique identifier for the order. It links together all items in the same transaction. For returns and cancellations, the order ID is the unique identifier for the original order, including returned or canceled items. Google Enhanced Conversions refers to this as the transaction ID for the conversion. This field is optional, but strongly recommended. Tip Use the Order ID field in the Unified Itemized Transactions table.
Phone	phone	The phone number for the customer. The value for the phone number must be SHA-256 hashed. Tip Use the phone field in the Merged Customers table.
Product ID	product_id	The unique identifier for a product. Tip Use the Product ID field in the Unified Itemized Transactions table.
Item Quantity	quantity	Item quantity is the total number of items in an order. For returned and canceled items, item quantity is the total number of returned or canceled items. Tip Use the Item Quantity field in the Unified Itemized Transactions table.
Varies.	timestamp	The date and time of the conversion. The value must have a timezone and the format must be yyyy-mm-dd HH:mm:ss+|-HH:mm. Daylight Savings Time (DST) may be ignored. Note This field should be in the table that contains online events data for websites and mobile apps collected by Google Ads or it may be the Order Datetime field in the Unified Itemized Transactions table.
Unit List Price	unit_price	Unit list price is the manufacturer’s suggested retail price (MSRP) for a single unit of an item. Tip Use the Unit List Price field in the Unified Itemized Transactions table.
Varies.	wbraid	A wbraid is a URL parameter that is present when a user clicks on an ad in an iOS app and is directed to a webpage. Note This field should be in the table that contains online events data for websites and mobile apps collected by Google Ads.