Name and home address (street address, city, state\/region and postcode)<\/p><\/blockquote>\n\n\n\n
The upshot is, you must have the phone number, plus the email address and \/ or the full home address (street, city, state, country, postcode).<\/p>\n\n\n\n
If you’re missing the minimum dataset, the conversion will fire as it does normally, but you won’t get the additional benefit of GEC matching events based on personal customer data.<\/p>\n\n\n\n
Login to Google Tag Manager account – https:\/\/tagmanager.google.com\/<\/p>\n\n\n\n
If you don’t already have them in your GTM web setup, you’ll need to create data layer variables for email, phone, first name, surname, street, city, region, country, and postal code. My customer data layer variables look like this:<\/p>\n\n\n\n <\/figure>\n\n\n\nClick the “Variables” link on the left side panel.<\/p>\n\n\n\n <\/figure>\n\n\n\nUnder “User-Defined Variables” heading, click the “New” button.<\/p>\n\n\n\n <\/figure>\n\n\n\nGive the tag a meaningful name, indicating that it’s to do with Google Ads and also “user-provided data”. The naming convention for tags, triggers, and variables is surprisingly important. It keeps GTM containers organized and helps with future maintenance. So try to be consistent!<\/p>\n\n\n\n
Click “Variable Configuration” to reveal a dropdown menu.<\/p>\n\n\n\nGTM user-provided data variable<\/figcaption><\/figure>\n\n\n\nIn the top-right search box, type “user-provided data”. As you begin typing, you’ll see the variable appear in the search results. Click to add this variable type to your GTM browser container.<\/p>\n\n\n\nGTM user-provided data variable<\/figcaption><\/figure>\n\n\n\nNext, click each box for email address, phone, first name, etc, and add the corresponding data layer variables from the dropbox list that appears. Note – the “Region” field expects state or province in capitalized 2-digit format (e.g. Arizona is represented by AZ).<\/p>\n\n\n\nGTM user-provided data fields<\/figcaption><\/figure>\n\n\n\nIf you’re having trouble saving the changes, it’s because the User-Provided Data variable expects a value for ALL of the variables. It won’t save unless all of the fields contain a value.<\/p>\n\n\n\n
At this point, you’ve created a special variable containing all of the parameters Google Enhanced Conversions needs in order to attribute events to the right source.<\/p>\n\n\n\n
Now, we must somehow get this data to Google Tag Manager Server-side and the easiest way to accomplish this is with Google Analytics 4.<\/p>\n\n\n\n
STEP 3. GA4 Tag Settings<\/h3>\n\n\n\n Click “Tags” in the right sidebar. Then click and open the Google Analytics 4 configuration tag.<\/p>\n\n\n\n <\/figure>\n\n\n\nToggle the checkbox labeled “Include user-provided data from your website”.<\/p>\n\n\n\n
From the dropbox menu select the variable User-Provided Data variable you just created in STEP 1 and click “Save”.<\/p>\n\n\n\nGA4 settings – include user-provided data from your website (server only)<\/figcaption><\/figure>\n\n\n\nSo far we’ve completed all the necessary steps for GTM Browser-side. Finally, we have one last option to configure in Google Tag Manager Server-side.<\/p>\n\n\n\n
STEP 4. GTM Server-Side Google Ads Tag Settings<\/h3>\n\n\n\n Login to Google Tag Manager Server-side container, click the “Tags” link in the left side panel, and open the Google Analytics conversion Tag.<\/p>\n\n\n\ngtm server side – google ads tag<\/figcaption><\/figure>\n\n\n\nToggle the checkbox labeled “Include user-provided data”.<\/p>\n\n\n\ngtm server side – google ads tag – include user-provided data<\/figcaption><\/figure>\n\n\n\nConclusion<\/h2>\n\n\n\n To summarize, Google Enhanced Conversions is relatively quick and simple to set up as long as you already have Google Tag Manager Browser and Server-side, along with GA4 and Google Ads tags properly configured.<\/p>\n\n\n\n
If you’ve just started down this path of server-side tagging, congratulations!<\/p>\n\n\n\n
You’re well on your way to improving ad reporting and ad optimization. You’ve also taken some important steps along the way to building your own first-party customer data platform.<\/p>\n\n\n\n
Next Steps<\/h2>\n\n\n\n If you need help with any of these steps, drop us a line. We have a team of professionals whose sole job is to solve tricky conversion tracking issues for Google Ads, Facebook Ads, Shopify, Google Shopping, WordPress, Woocommerce, Woofunnels, Squarespace, Clickfunnels, and more.<\/p>\n","protected":false},"excerpt":{"rendered":"
In this article, you’ll learn the 4-steps to implement Google Enhanced Conversions with Google Tag Manager Server-side.<\/p>\n","protected":false},"author":2,"featured_media":296,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23],"tags":[26,20],"_links":{"self":[{"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/posts\/282"}],"collection":[{"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/comments?post=282"}],"version-history":[{"count":4,"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/posts\/282\/revisions"}],"predecessor-version":[{"id":314,"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/posts\/282\/revisions\/314"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/media\/296"}],"wp:attachment":[{"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/media?parent=282"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/categories?post=282"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/measurebit.com\/wp-json\/wp\/v2\/tags?post=282"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}