Implementation of Google Ads Enhanced Conversions

Goal:
Increase the accuracy of conversion matching and recover lost data caused by cookie blocking and browser restrictions.
Solution:
Enhanced Conversions via GTM: implemented enhanced conversion technology for direct transmission of user data.
Custom script listener: implemented interception of emails and phone numbers at the moment of form submission (relevant for sites without a standard Data Layer).
Security (SHA-256): configured automatic hashing of personal data on the client side before sending to Google.
User-Provided Data: correct configuration of Google Ads tags with prioritization of data sources.

Result:
Cross-Device accuracy: restored conversion tracking where the click was on a smartphone and the purchase was on a PC.
PMax optimization: Performance Max algorithms receive 20-30% more signals for training.
Reduction in CPA: more accurate data allowed Smart Bidding to allocate the budget more effectively.

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