In a significant move, Google Ads has launched a beta feature that allows advertisers like me to connect additional data sources directly to website conversion actions. This innovative step gives us a chance to enhance tag-based measurements using our backend conversion data.
The new feature equips advertisers to merge conversion signals gathered through Google tags with transactional data from various platforms, such as CRMs, order databases, and e-commerce systems.
What’s new. Now, I can append an additional data source to an existing website conversion action via Google Ads Data Manager or through the Data Manager API.
Designed to enhance—not replace—website tagging, this beta allows us to send conversion data from backend systems into the same conversion action utilized for campaign measurement and optimization.
Why we care. This beta is crucial for filling conversion measurement gaps by fusing Google tag data with our first-party data from backend structures like CRMs. It helps us capture conversions that might be overlooked due to browser limits, privacy settings, or ad blockers, providing a fuller view of campaign performance.
Why Google launched it. Google indicates that combining tag-based measurement with backend conversion data allows advertisers to construct a more comprehensive picture of conversions, subsequently boosting campaign performance.
Here’s what this feature helps achieve:
- Recover conversions that may escape website tags.
- Enhance measurement resilience.
- Deliver more exhaustive data for automated bidding.
- Simplify data integration through the Data Manager.
How it works. The system combines website conversion data captured by Google tags with conversion records uploaded from an advertiser’s backend systems.
To avoid duplicate reporting, Google utilizes transaction IDs to identify and de-duplicate conversions between the tag and the supplementary data source within the same conversion action.
What advertisers need to know. The beta is currently restricted to website conversion actions that implement Google tags or Google Tag Manager.
It’s not available for:
- Google Analytics imported conversions.
- URL-based conversion actions.
Google advises attaching an additional data source to an existing conversion action rather than initiating a new one to eschew potential double-counting across campaign goals.
Data requirements. Each upload must encompass:
- Transaction ID.
- Conversion date and time.
Advertisers need to supply at least one attribution identifier, like hashed customer data or a Google click identifier.
Google suggests that I upload conversion data as swiftly as possible and ensure the conversion values match the currency format utilized by website tags.
Bottom line. This beta signifies Google’s ongoing effort to bolster conversion measurement by integrating backend transaction data directly into Google Ads. As we seek more comprehensive performance insights, this feature provides a streamlined means to enhance website measurement using first-party business data.
Inspired by this post on Search Engine Land.
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