This article describes how to get the most out of Tealium and Google Ads Enhanced Conversion by setting up the Google Ads Conversion Tracking & Remarketing (gtag.js) tag in iQ Tag Management and the Google Ads Enhanced Conversions for Web connector in EventStream API Hub.
In this guide:
The combination of Tealium and Google Ads Enhanced Conversions for Web preserves and improves advertising conversion by helping you leverage consented first-party data to:
Successful implementations of this solution have benefited from the following positive impact on conversion rates:
This hybrid solution uses both the client-side tag and server-side API to customer data and send conversion events, such as subscriptions, sign ups, and purchases, to Google. The customer data is matched to a signed-in Google user and the conversion event is attributed to ad clicks or views. The customer data is protected using a one-way hashing algorithm called SHA256, which keeps it secure and private.
Enhanced conversions only work when one or more of the following customer attributes is available:
The following customer parameters are expected. The client-side tag will normalize these values for you, but you should normalize these values using extensions in iQ or enrichments in EventStream.
|Email address||Lower-case and, for Gmail addresses, remove all periods.
|Phone number||Remove symbols and dashes, but keep the country code.
|First name||User first name.
|Last Name||User last name.
|Street address||User street address.
|City||User city name.
|Region||User region, state, or province.
|Postal Code||User postal code (5-, 6- or 7- digit version).
|Country||User country code, in ISO-3155-1 standard.
The following Google conversion parameters are expected by the tag and the connector:
|Conversion Tracking ID||Unique tracking ID for your advertiser account.|
|Conversion Label||Encoded conversion tracking ID and conversion type.|
|Conversion Type||Type of conversion event. Only used if conversion label is not available.|
|Transaction ID||Unique identifier for the event, generated by you the advertiser.
See more at Google Ads Help: Use a transaction ID to minimize duplicate conversions.
|Conversion Value||A transaction-specific value or the value used for this conversion type.
See more at Google Ads Help: About conversion values.
|Currency Code||Currency code for the conversion value.|
|User Agent||User agent from the browser where the conversion event occurred.|
To configure the Google Ads Conversion and Remarketing tag in iQ Tag Management, you need the following:
The following steps are available in more detail in the Google Ads Conversion Tracking & Remarketing (gtag.js) Tag Setup Guide.
Go to the Tealium tag marketplace and add the Google Ads Conversion & Remarketing (gtag.js) tag.
Set a load rule that matches your conversion event. This could be the page where the conversion occurs or the event that represents the conversion.
Example load rules include:
tealium_event EQUALS "purchase"
tealium_event EQUALS "newsletter_signup"
After adding the tag, go to the Data Mappings section to configure any additional mappings.
With the E-Commerce extension in use, the following mappings are automatic:
To configure the Google Ads Enhanced Conversions for Web connector in EventStream, you need the following:
The following steps are available in more detail in the Google Ads Enhanced Conversions for Web Connector Setup Guide.
Go to the connector marketplace and add the EventStream action for the Google Ads Enhanced Conversions for Web connector.
To set up this connector, you will establish a connection between Tealium Customer Data Hub and your Google Ads account, so it is helpful to log into your Google account prior to configuring the connector.
Then configure the following:
Proceed to establish a connection with your Google account, then select the Send Conversion action type.
The Send Conversion action sends the conversion event to the Google server-side API for enhanced conversions.
The following data mapping is required in the enhanced conversion API call:
At least one of the following customer data mappings are required:
Phone number is an optional value that can be provided with either option.
The EventStream connector will automatically hash the mapped customer data using a websafe-base64 encoded SHA-256.
The following considerations should be noted regarding Google Enhanced Conversions:
The following conversion events are not in scope at this time: