Question: An agency wants to improve conversion measurement accuracy by matching hashed first-party user data against Google logged-in data to mitigate losses from browser changes. Which feature should they implement?
- Enhanced conversions
- Custom dimensions
- Conversion value rules
- Multi-Target Portfolios
Explanation
Enhanced conversions improve conversion measurement accuracy by supplementing existing conversion tags with hashed first-party customer data. In Search Ads 360, the data is hashed with SHA-256 before being sent to Google. The hashed data is matched with signed-in Google accounts to attribute conversions to ad interactions more accurately. This helps recover conversions that may otherwise be missed because of browser restrictions and privacy-related signal loss.
Why the other options are incorrect
Multi-Target Portfolios manage different portfolio efficiency targets, not first-party conversion matching.
Custom dimensions add reporting segmentation, but they do not match hashed user data to Google logged-in data.
Conversion value rules adjust conversion values for reporting and bidding, not conversion identity matching.
Source for verification
https://support.google.com/sa360/answer/12862935
https://support.google.com/sa360/answer/3027419
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