What does the enhanced conversions feature do in Google Ads?

Short Answer: Enhanced conversions track customer data throughout the client journey, enabling you to see when a user moves from your landing page, submits their information, and reaches a thank you page. This feature captures and follows the customer’s path to conversion more accurately.

Full Explanation

Enhanced conversions in Google Ads are designed to gather data from the entire journey a customer takes when interacting with your website. Typically, a customer lands on your page, fills out a form or provides some information, and is then directed to a thank you page. Enhanced conversions make it possible to track this process seamlessly, even though it involves multiple steps. This comprehensive data collection helps advertisers better understand user behavior and conversion events.

Step-by-Step Breakdown

A customer arrives on your landing page.
The customer fills in the required information, such as contact details or form submissions.
The customer is redirected to the thank you page, signaling the completion of a conversion.
Enhanced conversions track and link all these steps, providing a clear picture of the entire conversion journey.

Real Examples

Imagine a user who visits your landing page and decides to submit their details through a form. After submission, they are taken to a thank you page. Without enhanced conversions, this journey might be hard to track precisely. However, with the feature enabled, Google Ads records each step, confirming the user’s path from interest to conversion.

Common Mistakes

Not enabling enhanced conversions, which can lead to missed tracking opportunities.
Failing to ensure that the thank you page is properly set up as the final step in the conversion journey.
Assuming standard conversion tracking alone fully captures customer journeys without enhanced data.

FAQs

Q: Can enhanced conversions track users who do not go directly to the thank you page?
A: Enhanced conversions track the typical journey including landing, data submission, and the thank you page to ensure accurate data collection.

Q: Does enhanced conversions require extra setup?
A: While the exact technical setup is not detailed here, enhanced conversions work by collecting data from the stages of a customer’s conversion path.

Key Takeaways

Enhanced conversions offer a more detailed picture of user actions from landing page to thank you page.
This feature improves the accuracy of conversion tracking by linking multiple steps in the customer journey.
Proper setup and understanding of the customer’s conversion path are essential to leverage enhanced conversions effectively.