Documentation

Enhanced Conversions

Content

Technological background & challenges The solution: Identity-based matching Legal requirements & consent adjustments First level of the consent banner Second level of the consent banner (provider information)

To optimize the measurement accuracy of your campaigns despite the increasing limitations of traditional 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. gclid for Google Ads), but also to achieve attribution by transmitting additional information.

Technological background & challenges

Until now, success measurement was primarily based on an ID that was given as a URL parameter when an ad was clicked on. However, this system is susceptible to browser measures and extensions:

Click IDs: Safari’s “Link Tracking Protection” automatically removes known tracking parameters such as the GCLID from URLs when a user clicks on a link from a known “tracker” domain (such as Google or Facebook) in Safari’s private mode. Something similar happens in the Firefox browser through “Enhanced Tracking Protection” when the “Strict” mode is activated.
Cookie runtime: If the link click comes via a domain that is classified as a “tracker” by Apple and the target page uses URL parameters (such as gclid or fbclid), the cookie runtime is reduced to 24 hours. This can be prevented when measuring via etracker analytics by using the option of a separate tracking domain.
Ad & Tracking Blocker: Browser extensions can block the tracking scripts (such as the etracker code), which means that neither the URL parameters nor the conversions can be measured. This can be prevented when measuring via etracker analytics by using the option of a separate tracking domain.
Other restrictions: The measurement chain can also be interrupted by domain and device changes, redirects or by rewrite/redirect modules.

The solution: Identity-based matching

With Enhanced Conversions, etracker uses a robust process to close these gaps. Instead of relying solely on technical identifiers, the conversion event (e.g. after a purchase or registration) includes existing customer data such as the e-mail address.

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

Legal requirements & consent adjustments

The use of Enhanced Conversions is subject to strict data protection regulations due to the processing of hashed personal information: The transmission of enhanced data by may only take place if the user has given active and informed consent in the consent dialog.

Here, etracker analytics automatically ensures that enhanced conversions are only transmitted with consent. Without consent, however, the server-side transmission only takes place using the campaign click IDs.

Adjustments to the consent dialog are required to ensure information is provided. The changes depend on whether Enhanced Conversions are to be transmitted exclusively on the server side or dual via both the interfaces and Conversion Pixel of the advertising platforms. The bold markings show the additions to the standard texts and do not, of course, have to be adopted in bold.

First level of the consent banner

Customize the text under the menu item consent manager → Configuration menu item:

Case 1: not dual (server-side only)

Consent 1st layer

We use cookies that are necessary for the operation of our website. If you give your consent, we and {placeholder number of services} partners use additional cookies to determine the number of unique visits and to learn more about the cross-visit use of our services, which helps us to make improvements (statistics). In addition, we may also transfer hashed personal data to advertising partners to improve the measurement of ad performance. Click on “Settings” to find out more about the purposes and providers. You can change your consent at any time for the future by clicking on the floating icon on each page.

Case 2: dual (server-side and via the pixels)

Consent 1st layer

We use cookies that are necessary for the operation of our website. If you agree, we and {placeholder number of services} partners use other cookies and process personal data. We use them to integrate third-party content, carry out tests and offer enhanced functionalities and personalization (functional), determine the number of unique visits and the success of advertisements across various contact points (statistics) and show you advertisements based on your surfing behavior on this or other websites (marketing). With your consent, we can share a pseudonymous customer identifier, such as an encrypted e-mail address, with our advertising partners for this purpose. Our advertising partners process this data outside the European Economic Area. They create a profile of your interests. If you click on “Settings”, you can adjust your consent. You can also change your consent at any time. You can do this via the icon that you always see at the bottom of the page.

Second level of the consent banner (provider information)

Customize the texts under the menu item tag manager → My providers (depending on the advertising platforms concerned):

etracker

Provider:
etracker

Description of the service:
etracker analytics is a data protection-friendly solution for web analysis. The etracker consent manager module is used for consent management. Script codes from other tools can be integrated via the etracker tag manager module. In combination, the etracker tag manager and consent manager make it possible to opt out of certain cookies and services with the appropriate consent. Even if statistical cookies are rejected, usage data is collected in accordance with the legal requirements of the EU GDPR and TDDDG.

With consent, cookies are used and email addresses provided as part of a conversion are hashed locally (SHA-256) and transmitted to advertising partners in encrypted form. Advertising partners such as Google compare this matching data with logged-in account data in order to assign the conversion to an ad.

Purpose
Statistics: We use the service for statistical usage analysis of this website and to measure the success of our online marketing measures as well as for consent and tag management.

Processing company:
etracker GmbH

Processed data:
IP address
Browser and device information (e.g. operating system)
Referrer URL
Timestamp of the visit
Information on the use of the website
Cookie information and encrypted email addresses (matching data) after consent
Geographic location

Data recipient:
None

Maximum limit for the storage of cookies:
720 days

Transfer to third countries:
Matching data is transferred to advertising partners (Google Ireland Ltd., Meta Platforms Ireland Ltd. and/or TikTok Technology Ltd.) and possibly to the USA after consent has been given.

When using Enhanced in Conversion in the pixels:

Google

Provider:
Google Ads

Description of the service:
Google Ads is an online advertising service that allows companies to advertise their products and services within the Google advertising network with the help of ads (so-called Google Ads). With the help of conversion tracking, companies can record what happens after a customer has interacted with an ad. Conversions are defined as customer actions that the respective company has defined as valuable. Google Ads Remarketing enables companies to target users within the Google advertising network who have already interacted with their website or app.

We use the “Enhanced Conversions” function of Google Ads to measure the effectiveness of our advertising campaigns and to correctly assign conversions even without cookies. The email addresses you enter as part of a conversion are hashed locally (SHA-256) and transmitted to Google in encrypted form. Google matches this data with logged-in Google accounts in order to assign the conversion to an ad.

Purpose:
Marketing: We use conversion tracking as part of Google Ads to measure the success of our advertising campaigns and to calculate advertising costs fairly. We also aim to show you advertising that is of interest to you and to make our website more attractive to you.

Processing company:
Google Ireland Limited

Processed data:
IP address
Browser and device information (e.g. operating system)
Referrer URL
Timestamp of the visit
Information on the use of the website
Cookie information
Encrypted email address
Geographic location
Online identifiers
Hashed contact information

Data recipient:
Alphabet Inc.
Google LLC
Google Ireland Limited

Maximum limit for the storage of cookies:
1 year

Transfer to third countries:
For data transfers to the USA, the provider’s parent company has signed up to the EU-US Data Privacy Framework, which ensures compliance with the European level of data protection on the basis of an adequacy decision by the European Commission.

TikTok

Provider:
TikTok

Description of the service:
TikTok is part of the Chinese parent company ByteDance, a company that specializes in the development of social media and entertainment platforms. Based on the interests and user behavior of TikTok users, advertising can be displayed on the platform and the success of the advertising measures can be measured in order to carry out targeted advertising campaigns.

In addition, we use the “Advanced Matching” function, in which hashed e-mail addresses are transmitted to TikTok in addition to the usual conversion events in order to improve the assignment to TikTok ads.

Purpose:
Marketing: We use TikTok Pixel and TikTok Conversion Pixel to display interest-based advertisements on TikTok. The pixel links the behavior of users on the website and app with user profiles.

Processing company:
TikTok Technology Limited

Processed data:

IP address
Browser and device information (e.g. operating system)
Referrer URL
Timestamp of the visit
Information on the use of the website
Cookie information
Encrypted email address
Geographical location
Online identifiers
Hashed contact information

Data recipient:
TikTok Technology Limited represented by TikTok Germany GmbH

Maximum limit for the storage of cookies:
13 months

Transfer to third countries:
TikTok Technology Limited transfers personal data to third countries such as China, Singapore and the USA. This is done for purposes such as platform improvement, service provision or compliance with legal requirements. TikTok uses measures such as standard contractual clauses or binding corporate rules to ensure compliance with applicable data protection law.