Announcing Google Enhanced Conversions

TripWorks is excited to announce support for Google Enhanced Conversions in Google Ads, marking a significant leap forward in how tour operators can leverage conversion data for optimizing their bookings. Enhanced Conversions provide a more accurate and privacy-safe method to track online and offline actions, enhancing the ability to match conversions with ad clicks effectively. This integration promises to refine marketing strategies, improve ROI, and offer a deeper understanding of customer behavior, making it a game-changer for TripWorks users.

Conversion tracking is one of the most important tools in a tour operator's digital marketing toolkit. By tracking actions that indicate value - like lead submissions, purchases, or registrations - you can understand the true ROI of your keywords, ads, and targeting parameters. This enables you to optimize bids and budgets to drive more of the conversions that impact your bottom line.

However, implementing conversion tracking has never been easy. Traditionally, it requires adding code snippets on your site to track conversions and/or integrating your point-of-sale system or CRM data with your Google Ads account through their API. For many advertisers, this involves engineering resources or dependency on other teams to execute the technical integration. Even for experienced PPC experts, this process can be time-intensive and risky to implement.

That’s why our built-in support for Google’s new Enhanced Conversions for Leads is a potential game-changer. By streamlining the implementation entirely within TripWorks, this new tracking method can help tour operators advertisers unlock the benefits of conversion data in their campaigns. In this feature update, we’ll cover what Enhanced Conversions offers, how you can benefit, and best practices for getting started.

What are Enhanced Conversions for leads?

Enhanced Conversions provides an alternative way to enable offline conversion tracking without modifications to your existing CRM or analytics systems. Here’s an overview of how it works:

When a potential customer shops for your tour activities, that data including their email address, name, and contact details is captured by your TripWorks booking widget - even if the shopper doesn't complete the purchase. With Enhanced Conversions, that first-party lead data is hashed and sent directly to Google Ads to match it with any corresponding ad clicks.

Later, when that lead converts into a sale - by phone, by walkup, or any other method, TripWorks automatically uploads the hashed lead information to Google. Google matches that lead to the original ad click, closing the loop on the conversion process. This gives Google a more complete picture of the customer journey and lead quality when optimizing your bids and ad placements.

The key difference from traditional methods is that this integration happens entirely within your TripWorks account. You don’t need engineering resources to modify your CRM and can leverage the lead data you already have on hand.

For savvy tour operators, staying ahead of these curves by implementing Enhanced Conversions today means you can outperform competitors who fail to level up their conversion tracking capabilities. That advantage will only compound over time as conversion data accumulation enables greater optimizations.

How To Activate Google Enhanced Conversions

From your TripWorks account, choose Setup and then choose Integrations. Follow the instructions to make sure your Google Ads integration is active. There are no other steps you'll need to take to active Google Enhanced Conversions.

That's it!

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