skill-072-enhanced-conversions-web

Skill 072: Enhanced Conversions for Web

Purpose

Verify that Enhanced Conversions for Web is properly implemented to improve conversion measurement accuracy in a privacy-first world. Enhanced Conversions use hashed first-party data to recover conversions lost due to cookie restrictions.

Data Requirements

Data Source: Custom GAQL Required

The standard export includes conversion actions but not Enhanced Conversions status details.

Standard Data:

• data/account/conversion_actions.md - Conversion action configuration
• data/account/account_summary.md - Account-level settings

GAQL Query:

SELECT
  customer.id,
  customer.descriptive_name,
  customer.conversion_tracking_setting.enhanced_conversions_for_leads_enabled,
  customer.conversion_tracking_setting.google_ads_conversion_customer
FROM customer
LIMIT 1

Run via /google-ads:get-custom with query name enhanced_conversions_status.

Note: Full implementation verification requires Tag Assistant or developer tools.

Analysis Steps

1. Check account-level status: Verify enhanced conversions are enabled at account level.
2. Review conversion actions: Check which actions are configured for enhancement.
3. Assess data capture: Verify email and other user data fields are captured.
4. Identify implementation gaps: Flag missing fields or configuration issues.

Thresholds

Condition	Severity
Enhanced Conversions not enabled	Critical
Enabled but no email data captured	Critical
Missing phone number field (recommended)	Warning
Missing name fields (recommended)	Warning
Match rate < 25% (if available)	Warning

Output

Short (default):

## Enhanced Conversions for Web Audit

**Account:** [Name] | **Status:** [Enabled/Disabled] | **Issues:** [Y]

### Configuration
| Setting | Status |
|---------|--------|
| Account-level enabled | [Yes/No] |
| Email capture | [Yes/No/Unknown] |
| Phone capture | [Yes/No/Unknown] |

### Critical ([Count])
- **[Issue]**: [Description] -> [Fix]

### Recommendations
1. [Priority action]
2. [Secondary action]