[MUSIC PLAYING] LAURA CHEVALIER: Hello. Welcome to Getting Started with
Enhanced Conversions for Leads in the Google Ads API. I'm Laura Chevalier,
a developer relations engineer on the Google Ads API. In this video, I'll explain what
enhanced conversions for leads are and why they're useful. I'll also introduce the
prerequisites required to build your fully functional
enhanced conversions for leads integration. If you find this video
helpful, give it a thumbs up, and subscribe to our channel to
be notified about new videos. Enhanced conversions
is a feature that can improve the accuracy
of your conversion measurement and unlock more powerful
bidding by supplementing the data provided by your
existing conversion tags with hashed first-party
conversion data. Enhanced conversions
for leads is for advertisers that want to
import offline or otherwise untrackable conversion events
directly into Google Ads for purposes of reporting
and optimization. It simplifies the offline
conversion import process by removing the need to
store and upload the GCLID, or Google Click ID, associated
with the conversion. With enhanced
conversions for leads, you can import your
offline conversions keyed by hashed PII
instead of GCLID to match with the
lead information that was sent by the Google Tag
when the user became a lead. You can upload enhanced
conversions for leads through the Google Tag, Google
Tag Manager, or the Google Ads API. If you're already using the
Google Tag or Google Tag Manager for conversion
tracking, you can set up enhanced
conversions for leads with only slight changes
to your configuration. Using the Google Ads API
provides additional flexibility and control over your data
and provides the ability to efficiently manage
your conversions at scale. Plus, it allows you
to upload conversions for which there is no web-based
event when the lead converts. For example, if your lead
converts in a physical store and you track that
conversion in your CRM, you can upload that lead
conversion information through the API. Let's see how this
happens in practice. Let's say I operate
an online store, and I run Google
Ads to drive leads. I've set up a tag on my website
that securely sends data to Google Ads whenever
someone converts or submits a lead form on my website. One of my customers, Mark, sees
my ad on the Google Ads display network and comes to my
website by clicking the ad. Some time later within
my conversion window, he submits his phone
number or email address in the lead form on my site. And as part of that flow,
I collect lead information about Mark and
store it in my CRM. At the same time, the
Google Tag securely sends the hashed lead
information and a GCLID to Google Ads. When Mark later converts, for
example, by making a purchase, I then securely send the
hashed conversion information to Google using
the Google Ads API. Google Ads can then map
Mark's hashed information back to the ad that drove the lead. Note that any unmatched
PII fields are further used to look up ad clicks
and views from Google signed-in users to improve
conversion attribution, which should increase the number of
reported conversions overall. Lastly, Google Ads
reporting and bidding is updated with the
enhanced conversion data. In summary, using enhanced
conversions for leads allowed me to import my user's
offline conversion event directly into Google Ads for
the purposes of reporting and optimization without having
to store the GCLID in my CRM. Now that we understand
the overall flow, let's talk about
the prerequisites to making it happen. First, enhanced
conversions for leads requires making sure a
conversion action of type UPLOAD_CLICKS exists within your
Google Ads conversion customer. Not sure what your Google
Ads conversion customer is? This is the Google Ads account
responsible for creating and managing conversions
for the customer. It might be a Google
Ads client account or, if you're using cross
account conversion tracking, a Google Ads Manager account. You can verify which account
is your Google Ads conversion customer by querying for the
Google Ads conversion customer. Now that we know our Google
Ads conversion customer ID, we can query that account to
verify whether there is already a conversion action
of type UPLOAD_CLICKS and, if so, whether
it's enabled. If your Google Ads conversion
customer doesn't yet have an UPLOAD_CLICKS
conversion action, follow the instructions linked
in the video description to create one. Second, you must accept
the customer data terms and opt in to
enhance conversions for leads, both of these for
your Google Ads conversion customer. You can verify whether these
prerequisites are already met by querying your
Google Ads conversion customer for the accepted
customer data terms and enhanced conversions
for leads enabled fields. If either of these
requirements is not met, follow the instructions linked
in the video description to complete these prerequisites. Lastly, you must set up
a conversion tracking tag on your website. As I mentioned earlier, the tag
you configure on your website sends information about the
conversion to Google Ads. Let's recap. Enhanced conversions for
leads in the Google Ads API lets you improve your
conversion reporting by sending additional
first-party user information to Google Ads. In order for this
to work, you must create a conversion action
of type UPLOAD_CLICKS in your Google Ads
conversion customer, accept the customer
data terms and opt in to enhance conversions for leads
in your Google Ads conversion customer, and configure
tagging on your website to ensure conversion and lead
form events are captured. That's everything for now. In later videos, we'll
explore the implementation of enhanced conversions
for leads in more detail. If you found this
video helpful, be sure to let us know
with a thumbs up. Thanks for watching,
and see you later. [MUSIC PLAYING]
