What's one of the reasons that advertisers should adopt enhanced conversions for web?

Analysis of Correct Answer(s)

• Enhanced conversions for web increases conversion observability: This is the core purpose of the feature. In a world with increasing cookie restrictions, traditional tracking methods can fail to attribute many conversions. Enhanced conversions supplements your existing tags by using hashed, first-party data (like email addresses or phone numbers) that customers provide on your website. This data helps Google accurately match conversions back to ad clicks, recovering measurement for conversions that would otherwise be unobserved.

• Enhanced conversions for web enables measurement of offline data: This is a valid application. When a user provides their information on your website (e.g., signing up for a newsletter), enhanced conversions for web can capture that hashed data. If that same user later makes a purchase offline (e.g., in a physical store), you can upload that offline transaction data. Google can then use the hashed information to connect the offline sale to the initial online ad interaction, providing a more complete view of your ROI.

Analysis of Incorrect Options

• Preserves view-through conversions: While better measurement is beneficial overall, the specific function of enhanced conversions is to improve the accuracy of click-based conversions by supplementing cookie data, not specifically to preserve view-through conversions (VTCs).

• Helps to track conversions on third-party inventory: Enhanced conversions is a feature designed to improve measurement accuracy within the Google Ads ecosystem. Tracking conversions across third-party ad inventory involves different technologies and platforms, such as Google's Campaign Manager 360.