Enhanced Conversions
The Challenge of Attribution in Digital Advertising
Attribution has long been a challenge in the digital advertising world. The goal is to correctly identify which ad or campaign drove a customer to complete a conversion, such as a purchase, sign-up, or download. However, this task becomes difficult when users interact with ads on multiple devices or browsers. Traditional tracking methods, like cookies and pixel-based tracking, often fail to provide a complete picture of the customer journey, particularly when users move between platforms.
The Role of Enhanced Conversions
Enhanced conversions help address these challenges by securely sending actual customer information—such as email addresses—during the conversion event. This first-party data is then matched with the user’s profile on the ad platform. By doing so, enhanced conversions provide a more accurate way to track and attribute actions to the right ad campaigns.
Closing the Gaps in Attribution with Enhanced Conversions
One of the major problems with traditional attribution methods is the difficulty in tracking conversions across devices and browsers. For example, a user may click an ad on their phone, but later complete the purchase on a desktop computer. Without the ability to link these actions, advertisers could be left with incomplete data. Enhanced conversions help fill these gaps by securely transmitting customer information, enabling ad platforms to match a conversion to a specific user, regardless of which device or browser they used.
Improved Accuracy and Better Ad Optimization
The ability to send actual customer data, particularly email addresses, dramatically improves the precision of conversion tracking. It allows advertisers to track the full conversion journey, even when customers switch devices or interact with multiple ads. This greater accuracy helps advertisers optimize their ad campaigns more effectively, leading to better ad targeting, improved ROI, and more efficient use of ad spend.
Overcoming Privacy Challenges with Enhanced Conversions
As digital advertising faces increasing privacy regulations and the growing use of ad blockers, traditional tracking methods like cookies are becoming less reliable. Enhanced conversions help overcome these challenges by using first-party data, which is collected directly from the customer. The data is hashed and securely sent to ad platforms to ensure any personally identifiable information cannot be intercepted. This ensures that website owners can still track and attribute conversions securely and effectively, even as third-party tracking methods face more restrictions.
Enhanced Conversions: Helping Website Owners More Accurately Track Conversions
Enhanced conversions provide a powerful tool to improve attribution accuracy and close the gaps in the customer journey. By securely sending actual customer information, such as email addresses, advertisers can ensure that their conversion tracking is more complete, leading to better campaign optimization and more effective ad spending. This approach not only solves common attribution problems but also helps advertisers stay ahead in a rapidly evolving digital landscape.
Conversion Bridge + Enhanced Conversions
Enhanced tracking is currently available for the following plugins integrations:
- WooCommerce
- WS Form
- Gravity Forms
- Easy Digital Downloads
- Paid Memberships Pro
- Leaky Paywall
- Solid Affiliate
- SliceWP
- Tutor LMS
- GiveWP
- ProfilePress
- WP Simple Pay
- Sunshine Photo Cart
- Ultimate Membership Pro
- Simple Membership
- MemberPress
- MemberMouse
- Restrict Content Pro
- LifterLMS
Enhanced tracking is currently available for the following platforms:
Not all plugins or ad platforms can currently be integrated with Enhanced Conversions. However, there are plans in the works to support significantly more in near future releases. If there is a specific integration you would like to track using Enhanced Conversions, please contact me to discuss further. No analytics platforms accept personally identifiable information and why they will never be supported.
Frequently Asked Questions About Enhanced Conversions
How do enhanced conversions work?
When a user completes a conversion on your website, such as making a purchase or filling out a form, enhanced conversions send secure, anonymized customer information (like email addresses) to the ad platform. The platform then matches this data to the user’s profile, improving the accuracy of attribution and ensuring the conversion is correctly tied to the appropriate ad campaign.
In Conversion Bridge, most plugin integrations will automatically support enhanced conversions without any extra set up steps – if any data can be used (like WooCommerce customer information) it will automatically be included as part of the conversion event and sent to any ad platforms you have enabled which support enhanced conversions. For the supported form plugin integrations, you can follow the documentation steps on how to send custom form data.
Why are enhanced conversions important?
Traditional tracking methods, like cookies, often fail to provide accurate attribution due to limitations such as users switching devices, browser privacy settings, or cookie-blocking technology. Enhanced conversions help overcome these challenges by using customer data to ensure that conversions are accurately linked to the ad campaigns that drove them.
What customer data is used in enhanced conversions?
The most common data used for enhanced conversions is the customer’s email address, though phone numbers or other identifying information may also be used. This data is collected securely at the time of conversion and sent to the ad platform in an encrypted format to ensure privacy and security.
How does using customer data improve attribution?
Customer data allows ad platforms to more reliably track conversions across devices and sessions. Without this data, it’s harder to attribute a conversion to the correct ad if a user interacts with an ad on one device but completes the conversion on another. Enhanced conversions help fill in these attribution gaps by allowing ad platforms to match the conversion to a specific user.
Are enhanced conversions secure?
Yes, enhanced conversions are designed with security and privacy in mind. Customer data is encrypted and anonymized before being sent to the ad platform. This ensures that sensitive information, like email addresses, is not exposed and complies with privacy regulations such as GDPR and CCPA.
Can enhanced conversions be used across all advertising platforms?
Enhanced conversions are supported by many major advertising platforms, including Google Ads and Meta Ads (formerly Facebook Ads). However, it’s essential to check the specific requirements and capabilities of the platform you’re using to confirm compatibility.
Do I need to manually configure enhanced conversions?
Yes, setting up enhanced conversions typically requires some configuration. You may need to implement tracking code or integrate with specific tools provided by your ad platform. Many platforms offer step-by-step guides to help with the setup process.
How do enhanced conversions help with ad optimization?
With enhanced conversions, advertisers gain more accurate insights into which ads are driving conversions. This helps optimize ad targeting and budget allocation, leading to better campaign performance and more efficient use of ad spend.
Are enhanced conversions affected by privacy regulations?
Enhanced conversions can help address privacy challenges because they rely on first-party data collected directly from users. This ensures compliance with privacy laws like GDPR and CCPA, which place limitations on the use of third-party cookies and tracking technologies.
What if a user opts out of data sharing?
If a user opts out of data sharing or has privacy settings that limit tracking, enhanced conversions may not be as effective for that user. However, the overall impact on attribution will be minimal, as enhanced conversions are designed to work with first-party data that the user has willingly shared.
Can enhanced conversions be used for all types of conversions?
Yes, enhanced conversions can be used for a wide range of conversions, such as purchases, sign-ups, form submissions, and more. They help ensure that any conversion event can be tracked more accurately, regardless of the device or browser used by the customer.
Are enhanced conversions available for e-commerce sites only?
No, enhanced conversions are not limited to e-commerce websites. They can be used on any type of website where conversions need to be tracked, including lead generation sites, subscription-based services, and more. The key is capturing the necessary customer data at the time of conversion.
Why do analytics platforms not support enhanced conversion data?
Analytics platforms do not support enhanced conversion data because they focus on privacy and aggregate data analysis. These platforms are designed to provide insights based on general trends and behaviors rather than tracking individual users. Passing personally identifiable information (PII), like email addresses, can conflict with their privacy policies and data handling practices. By avoiding the use of PII, analytics platforms ensure they comply with privacy regulations and can offer more generalized, anonymized data without compromising user privacy.