Google Ads Enhanced Conversions for Leads

In some cases, ads don't lead directly to an online sale as conversions can also happen not on your website yet offline. For such business models, Enhanced Conversions for Leads could come in handy since this feature uses data from your website to measure sales that happen in the offline world so that you could understand the impact of your advertising. This feature is pretty cool as you don't have to modify your lead forms or CRMs to capture a Google Click ID anymore.
Sounds awesome, right? However, there is a problem with it. This is a relatively new feature, and we couldn't find many resources explaining how to set it up. Don’t worry though! As always, Sofiia has got us covered with today’s video in which she will show us the new way of configuring offline conversion tracking.
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Google Sheets Template: docs.google.com/spreadsheets/...
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OUTLINE:
00:00 - Introduction
00:11 - Offline Conversion Tracking
02:09 - Setting Up a Conversion in GAds
03:37 - Form Tracking Methods
04:33 - CSS Selector GTM Variable
06:16 - Setting Up the GTag and Trigger
09:06 - Conversion Linker Setup
09:41 - Testing the Implementation
10:57 - Notifying Google About the Conversion
12:34 - SHA 256 Encryption Method
13:10 - Upload to Google Ads
14:03 - More GAds Information

[@MeasureSchool]

Google Sheets Template: docs.google.com/spreadsheets/d/18CPPu-FsIbMVZCjL7fIFVL_DjNgsefWahWZMLjSRgM0/copy?usp=sharing

[@travisvaught]

This is incredibly helpful! Not many videos explain how to set up advanced conversions with CSS selectors. This video made it super easy. Thank you!

[@oswaldorodriguez6590]

Finally, I have found what I was looking for. You have a new subscriber.

[@mirzafaisalahmedbegh5588]

I like your voice tonality as if my mother doing bed time story telling. With love and respect from Bangladesh.

[@huseyinasan]

Thank you so much, I addet that variables to my current conversion trackings.

[@joeybidner]

excellent walk-through! thank you!

[@benturner8641]

Thanks, so this is an alternative to tracking with the GClid and hidden form fields etc?

[@think-about-it-777]

THIS IS AN EXTREMELY WELL DONE VIDEO... but it just happens to show the worst possible way to report your conversion data to Google instead of automating this through a real CRM. but definitely bravo on the video, and I mean that, you did a great job. I've been sending this video to clients to explain to them "this is why you get a CRM system. do you really want to do this with your spreadsheet everyday?" and they all say "yuck. no. we do not want to do that." and then they buy a real CRM system... so I'm not trolling you here. I am absolutely serious, this video you have created (showing how that spreadsheet works) has been really useful. thank you.

[@starkonnb]

What is a better way do you recommend?

[@yannisp8629]

I did it on my own! my clients don't have crm yet, as they are growing, but your videos and especially this one is pure gold👌

[@MeasureSchool]

I am super happy to read that! :)

[@starkonnb]

What is a better way do you recommend?

[@athenalam1932]

Thank you for your video , which makes me get lots of benefit

[@kevincombs4390]

Trying to decipher which way is the preferred method for OCT. If I have just a regular form-fill web event but used enhanced conversions for user-provided data, I shouldn't need to create the user-provided event tag in GTM. I can just create the offline event and upload. Due to the name, email, etc already being stored? Or should I have one tag for form fill, one tag for OCT via user-provided data event tag regardless if the user-provided data is stored on the initial form fill? Appreciate the help!

[@user-qe2vo2wf2t]

Amazing video thank you! I'm having trouble because my selector looks different, and it's working because of that. How would I be able to fix that, or what should my developer change?

[@mymusicmyx]

New subscriber here! Great video. Question, how can I use this method if the Form I want to track is hosted on a 3rdparty platform like Zoho Forms?

[@isaacazulay]

Thanks for sharing the information about OCT. I have one question, when trying to hash the google information using "Apps script" . There needs to be a hash function Gs code implemented on Apps Script for the hash function and trigger to run. On the video (12:49 minute) there is no mention on how to get the SHA256 code GS you are using or how to set it up to be able to finalize the implementation. Can you share the same SHA256 Code GS you are using? I cant find a way to install the code for the trigger to work due to this issue. Thanks

[@faisalmmian]

A very nice explanation and a great video/ Thank you for sharing your knowledge.✌

[@MeasureSchool]

Thank you for watching! :)

[@nicolashernandez6163]

Thanks a lot! You're awesome!

[@lolovisuals299]

Great video, for such a confusing subject matter. I use a CRM to upload the Contact data based on the Lifecycle Stage the lead is in (For example, when the customer purchases offline, their Lifecycle moves from 'Sales Qualified' to 'Customer'). If I understand correctly, this is the second half of the EC tracking method (replacing the need to upload the excel sheets manually, as shown in your video). Correct me if I'm wrong... the only thing I need to do now is set up the first half of the EC tracking method. I should create the Google User-Provided Data tag for all my forms so that the Lead's data is submitted to Google on each submission. This way Google can match the Ad Click to the Contact as soon as that Contact converts offline (when my CRM sends in the Lifecycle conversion event). Is this correct thinking or am I missing something?

[@Stefan-wz1wf]

awesome. thanks for that video

[@borntoelite6882]

wow thanks for the valuable content....

[@iuliamensicova4090]

Hi, thank you for the video. As i can see, the google doc provided is deprecated. Is your method working still? Maybe there is a new video about it with some the form?

[@marketingteammedicalsoluti1856]

at 12:00 where do we get this user data that's being tracked in GTM to put into the spreadsheet?

[@HighbrightRetailSolutions]

thank u for your share

[@MarkkuSavinen]

How about setting up EC for chat bots or chat bot forms, such as Leadoo or Groweo?

[@justin-share]

I'm running campaign for a brand. And I a publisher for brand's affiliate program. I use GG Ads to drive the traffic to website of this Brand. And I'm tracking the purchases via another Affiliate Network Dashboard. Is there any way to track the conversions rate for the website that I'm not owner?

[@NasirAhamed404]

super nice video

[@RobiulIslam-wh1zh]

Great Video!!! One question - How will user data come to google Sheets automatically?

[@MyGodTube]

Probably it will not. You will have to update it for every new customer that converted offline.

[@think-about-it-777]

it doesn't. lol. this is just an overly elaborate way for you to manually do things The worst way possible JUST to avoid getting a real CRM system that reports conversions correctly and automatically. The problem with this method is since your data is hashed you have no idea who actually made it on to the list. lol. see the problem with that? on top of this... Google doesn't let you create an audience for targeting unless you have 1,000 active users. this method shouldn't even exist, I can't think of anyone who would actually use this in the real world for several months (let alone years) side note THIS IS A REALLY WELL DONE VIDEO!!! (it just happens to show the worst way possible to report your conversion data manually)

[@FlorentdeMaisoncelle-bs4gj]

greate content

[@salsabilnajjar2075]

Hello, what about conversions that were tracked through GA4 tags and not Google Ads tags? In fact, all my conversions are imported from GA4 into Google Ads.

[@ivan.vatovic]

Great training. Thank you.

[@MeasureSchool]

Thank you for your comments! You inspired us to create EC videos btw 🙂

[@starkonnb]

The question is: is it possible to automatically download conversions on a schedule, or only manually?

[@eugende5768]

did you show the part where the conversion was set up for uploads? Because website conversions are not set up for uploads. Tia

[@fitdaily5052]

how to configure the form that only have name, phone and address?

[@keerthivelu]

Awesome

[@MrTomas6789]

Hello. Great video. I have a question, every time a customer buys a product or orders a service, do I need to enter that person's contact details into a set Google sheats? It would also be very cool if you could make a video on how to integrate "enhance conversion for leads" with CRM. For example Hubspot

[@user-it5vd4vp6u]

Did you find an answer?

[@MrTomas6789]

@@user-it5vd4vp6u No. I haven't found an answer. But perhaps the answer is that you need to use a CRM. That's the most accurate way.

[@kmamit13]

Does this mean I must create both a standard and a user-data conversion?

[@aleksandarkrsmanovic2875]

Great video! Do I need to set up separate conversions for lead form submissions and converted leads (people who only submitted a form vs people who submitted the form and then made a purchase in store). Does Google Ads only record an offline conversion (converted leads) when the uploaded data is matched with the data from the user provided data event in GTM?

[@dominic5213]

I'm also experiencing this, want to have it in 2 separate conversions. 1 for form completions and 1 for offline conversion. Does it work like that, or should we use just 1 conversion?

[@aleksandarkrsmanovic2875]

@@dominic5213 I spoke with a Google Account strategist who I deal with for one of my larger clients. I think best practice is to create two separate conversions, (one for leads and one for offline conversions) and to set the offline conversion as a secondary conversion so that you still get the data for offline conversions, but they are not duplicated in the conversion reporting.

[@enesmirrord2610]

Hello, i didn't see any comment about it. At the 7:15, are we sure that is conversion code? Because it's Google Tag code. I just wanted to ask am i wrong or didn't you notice that :) Please make me clear. Thanks.

[@tsvetelinbotev2051]

When I implement all the user data from CRM into the Gsheet it says: The click for this conversion can't be found. This may be because the conversion did not come from a Google Ads campaign? What I am missing here?

[@ademozalan1889]

Hello, I'm having this problem too, did you find a solution bro?

[@PPCTeam-bi9ik]

Hey, I tried this and it didn't work for me. I got DOM Element string "null". Why is that?

[@eliranhayat4351]

TY so much! I t's cool - but still manually. The advertiser has to uploas raws to the sheets in daily/monthly basis. Is there any automatic way for that proccess?

[@user-zd9gg5mt1u]

Same question? Did you get the answer.

[@jaaprozemeijer712]

Can the part Notifying Google about the Conversion also be set up with Zapier or another third party tool sending them back?

[@OliveMediaAgency]

This is my question, I was hoping we could use Zapier to send to this spreadsheet. Did you ever figure if this was possible?

[@jaaprozemeijer712]

@@OliveMediaAgency Yes we did run a test conversion succesfullly

[@AsiAce]

Thank you for a great video. I do have one issue though, When I run autohash i get this message: "This app is blocked" any ideas how to solve it?

[@MeasureSchool]

Thank you for your feedback! It is hard to say why you are getting this error. I would recommend checking this article: support.google.com/chrome/a/answer/6177431#zippy=%2Cblock-or-allow-one-app

[@AsiAce]

@@MeasureSchool Tried everything and still "app is blocked" any other hashing solutions that you can recommend?

[@peterarnheim6694]

What's the exact difference between EC for web and EC for Leads? And how does it make sure it's depublicated when you use OCT and this?

[@MeasureSchool]

Using this feature, we can track conversions in the offline world. Submitting a lead form in our case is just halfway through the conversion path. A conversion would take place if someone came to our office and made a purchase offline. On the contrary, if you have EC for web implemented, users convert directly on your webpage (for example, pay directly online). The given feature is just another way to implement offline conversion tracking. If you prefer using the GCLID method, it is a perfectly valid option as well.

[@peterarnheim6694]

@@MeasureSchool thank you for your answer, highly appreciated. Quick follow-up if I may: EC has some downsides atm, for example it only works with gmail addresses whereas gclid actually always works, since you can catch the gclid even pre Consent, right? So let's say I have both setup, EC for leads and OCT via gclid..because as said, OCT also works when there's no gmail to hash and match...how do I make sure I just track one conversion when for example EC for leads works and OCT via gclid. Or like in a case when the is no matching with EC and OCT can jump in?

[@MeasureSchool]

@@peterarnheim6694 From the Google's perspective, it would be better to use EC I'd say. On the other hand, the GCLID method could be more reliable. We haven't implemented both methods at the same time - it is something to be tested out. We are also waiting for some best practices provided by Google, as this feature is relatively very fresh.

[@chacana-rando]

Hi, what do you mean by OCT? Offline conversion importation?

[@PKandME]

@@chacana-rando Offline Conversion Tracking

[@wanderjas]

I'm kinda lost here. Why do we need to manually insert the client data into the Google Sheet? when we had set up to collect user data (email & phone no.) from GTM.

[@MeasureSchool]

Enhanced Conversions for Leads is a new way to track offline conversions. Yes, the name is misleading but this is the terminology of Google we stick to. If you need to track it for web, check out this video: kzbin.info/www/bejne/on2ZpqOkgaqWic0 In this case, a user submits a form (to request a car, for example) and is only half-way there, as the actual purchase takes place in the physical store. This is why you set it up in GTM and then additionally upload the data after the actual purchase to Google Ads so that the system could match it and understand that this was a conversion.

[@wanderjas]

@@MeasureSchool I see! Thanks for explaining. 1. Does it means the Excel sheets that we upload manually are the actual sales recorded on physical stores? 2. Google Ads will count it as a conversion, when a particular customer bought in a physical store is also detected visiting the online sites?

[@manjeetspamm]

❤

[@1pdrfn]

Pause.

[@Liwaj42]

I learnt nothing about enhanced conversions for leads. Why should we even use it?

[@MeasureSchool]

Hey there Anna, we are sorry to hear that. Please check again the timestamps: 0:12 - 2:08. In a nutshell, it is just a new way to track offline conversions. To get more info about this feature, check the Google documentation: support.google.com/google-ads/answer/11347292?hl=en&ref_topic=10011320

[@iarespace]

@@marcobattaglia7895 because after they submitted the form on your website and then go to the physical store to purchase the product, you (as the store) will ask the customer for the email they used to fill in the form (and/or phone number), you then upload this to google ads with the sheet as shown in the video and it will be matched by google with the lead data from the form submission and it will be counted as a conversion. There are only 2 events here, online lead + offline sale = ads conversion. Hope this makes it a little bit more clear.

[@ademozalan1889]

​@@iarespace Hello, as far as I understand, there are 2 topics in this video, advanced conversions installation. When the work on the tag manager is completed, advanced conversions are installed, right? The uploading part with Google spreadsheets at the end of the video is optional and not mandatory for advanced conversions. I hope I understood correctly, I completed the process in the tag manager, but I need to transfer it to my ads account. I don't know if it is mandatory to upload Google spreadsheets, I would be very happy if you answer my questions, thank you.