Which of the following can be used to describe enhanced conversions for leads?
Uses hashed, first-party data
Uses third-party data
Requires Google Click Identifier (GCLID) storage
Requires customer relationship management (CRM) system modification.
Explanation
Analysis of Correct Answer(s)
- Uses hashed, first-party data: This is the fundamental mechanism of enhanced conversions for leads. The feature works by capturing first-party data (like an email address or phone number) provided by a user on your website's lead form. Before this information is sent to Google, it is securely hashed using a one-way algorithm (SHA-256) for privacy. Google then uses this hashed data to match the conversion to the Google user who clicked on the ad, improving the accuracy of conversion tracking.
Analysis of Incorrect Options
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Uses third-party data: This is incorrect. Enhanced conversions explicitly leverage first-party data that you collect directly from your users, not data from external providers.
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Requires customer relationship management (CRM) system modification: While you often upload lead conversion data from a CRM, it's not a strict requirement to modify the system. You can also manually upload a file with the hashed user data and conversion details. The core requirement is the ability to capture and send the hashed data, not a specific system modification.
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Requires Google Click Identifier (GCLID) storage: Enhanced conversions for leads are designed to supplement traditional conversion tracking. A key benefit is that it can attribute conversions even when a GCLID is not available (e.g., due to browser privacy settings). It uses the hashed user data as the primary identifier to link the conversion back to the ad interaction.