Google Analytics 4 has expanded the availability of Enhanced Conversions, allowing them to be activated in more properties.
According to PPC expert Thomas Eccel, here is what you need to know:
Enhanced conversions allows Google Analytics to collect a more complete picture of cross-device, conversion measurement and attribution using first-party data. (more or less 10% more recorded conversions).
How to find it?
Navigate to your GA4 Property -> “Data collection” -> “User-provided data collection” -> “Turn on”.
When turned on, Google Analytics will receive hashed, user-provided data that is automatically collected by the Google tag on your website.
You can still customize your automatic implementation by excluding certain CSS selectors from collection if necessary.
In your Google Ads imported Google Analytics Conversions (or Key Events) will then be running on Enhanced Conversions and you might be seeing a conversion uplift in your Google Ads Account.
Important notes:
– This feature is intended for properties with web data streams. At this time, Google does not recommend it if you have an app data stream.
– Expect at least 30 days to see a data enhancement.
– This is not recommended for advertisers using BigQuery
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