A marketing strategist is interested in enhanced conversions for web. What description could their agency provide to explain this feature?

Analysis of Correct Answer(s)

The correct answer is the most precise and technically accurate description of Enhanced Conversions for web. This feature is designed to improve the accuracy of conversion measurement in a privacy-safe way.

• First-party data: This refers to the information that users provide directly on your website, such as their email address, name, or phone number when they complete a conversion (e.g., a purchase or form submission).
• Hashed: To protect user privacy, this first-party data is put through a secure, one-way hashing algorithm on your website before being sent to Google. This turns the data into an encrypted string of characters.
• Unlock more powerful bidding: Google can then securely match this hashed data with signed-in Google accounts that interacted with your ad. This helps attribute conversions that might otherwise be lost due to browser restrictions or cross-device journeys. With more accurate conversion data, automated bidding strategies can make better decisions to optimize for your goals.

Analysis of Incorrect Options

• Audience data: This term is too broad. Enhanced Conversions specifically uses identifiable data provided at the time of conversion, not general audience signals.
• Deeper lead data: This is vague. "Hashed, first-party data" is the specific terminology that defines how the feature works.
• Third-party data: This is the opposite of how the feature works. Enhanced Conversions is a first-party data solution created to be more resilient as the industry moves away from third-party cookies.