YUNOVA · Google Ads
Module 10: Measurement mastery
Enhanced conversions
Key points
- Enhanced conversions send hashed first-party data such as email with conversions.
- They improve measurement when cookies are limited.
- Setup can be done with the Google tag, Tag Manager or the API.
Offline conversion import
Key points
- Offline import records sales that happen after an ad click, such as phone deals.
- The click ID (GCLID) links the offline sale back to the ad.
- Importing these conversions helps smart bidding value real outcomes.
Attribution models in Google Ads
Key points
- Attribution models decide how credit for a conversion is shared across clicks.
- Data-driven attribution uses account data to assign credit.
- Last click gives all credit to the final ad clicked.
Looker Studio reports for Google Ads
Key points
- Looker Studio connects directly to Google Ads data for free.
- Dashboards can show spend, conversions and cost per conversion over time.
- Shared reports keep clients updated without manual exports.