I’ve read that Stape was using Google Ads offline conversions to improve the accuracy of conversion tracking by sending full server-side conversions to Google Ads. I’d like to know how the Enhanced Conversions issue was solved, or if it was simply left aside when the decision was made to go full server-side.
Google only allows sending a conversion through the API with first party data in the request if a conversion with a transaction ID or first party data has first been sent using the Google Tag or Google Tag Manager/sGTM.
I was hoping the Data Manager API would free us from this limitation, but they decided to copy and paste the same problems into this new API.
Hello @Rafael_Machado I’m not sure exactly what’s your point, could you rephrase? EC is supported by server-side tags, not certain whats the problem there.
The part about Data Manager - well stay tuned, it’s going there.
My issue isn’t with the tags. It’s about how Google requires us advertisers to send first-party data to Google Ads via API.
In their words:
“In order to implement enhanced conversions using the Google Ads API, you must record conversions using a regular conversion tracking tag on your website. After a conversion is recorded, you can then send hashed first-party data (such as email address, phone number, name, and/or home address) via an API connection up until 24 hours after the conversion.”
This is from an article about Enhanced Conversions for Web. The Google Ads API documentation says almost the same thing. With Enhanced Conversions for Leads, they ask for something similar if we want to send a conversion with first-party data to Google Ads via API.
My question was about how Stape addressed this limitation when deciding to go full server-side with Google Ads offline conversions, or whether you left enhanced conversions aside.
The part about Data Manager - well stay tuned, it’s going there.
Thanks for sharing this with me, Dan. It’s about time Google provided us advertisers with an API similar to the Conversions APIs from other vendors.
so..if you run just ‘normal’, ‘online’ conversions - you don’t need to send data via API within 24h, you can and should have user data associated sent within the same hit.
if you mean ‘offline’ (data manager aside for now) then again, EC data can accompany the actual hit itself.
so if you have that data readily available, there’s no special shenanigans, you just send it
It’s about time Google provided us advertisers with an API similar to the Conversions APIs from other vendors.
well it very much looks like it’s shaping up to be exactly that, a bit more actually because you’d be able to send a hit to GA4/DV/Ads (and multiple accounts for all of that) in a single API call.
I send event data to sGTM using the Data Tag, which is why I’m using the Data Manager API with an offline conversion to send conversions to Google Ads, even though the conversions occur online.
When I include only first-party data (email or phone number) in the request, without any ad identifiers (GCLIDs, GBRAIDs, etc.), and attempt to upload a conversion, I receive the error “DESTINATION_ACCOUNT_NOT_ENABLED_ENHANCED_CONVERSIONS_FOR_LEADS.”
Our client acquisition flow is landing pages > booking tool > purchase, so the Enhanced Conversions for Leads setting is disabled on our account because it does not apply to our case. If we enable Enhanced Conversions for Leads and upload again, the conversion upload succeeds, but later the Google Ads UI shows a warning that says “No user provided data matches” for that conversion, as expected.