April

To optimize the measurement accuracy of your campaigns despite the increasing limitations of classic cookie and URL parameter tracking, etracker supports the use of Enhanced Conversions. This function makes it possible to transmit conversion data to advertising platforms not only via the classic click ID (e.g. the gclid for Google Ads), but also to achieve attribution by transmitting additional information.

Instead of relying solely on technical identifiers, existing customer data such as the e-mail address is included in the conversion event (e.g. after a purchase or registration).

1. Pseudonymization: Before the data is transmitted to advertising platforms, etracker converts it locally into a cryptographic hash (SHA256). Plain text data is never transmitted.
2. Matching: The advertising provider (e.g. Google) checks internally whether this hash belongs to a user who has previously clicked on an ad.
3. Attribution: If a match is found, the conversion is precisely attributed – even without a click ID and across device boundaries.

The implementation of Enhanced Conversions is particularly easy and convenient via the etracker tag manager with the help of a variable of the type “Data provided by users”.

Click here for the corresponding documentation