Google Offline Conversion with Enhanced Conversions in Meritto

Google Offline Conversion with Enhanced Conversions in Meritto

Introduction

Google Offline Conversion Tracking helps you connect your online ad campaigns with actual offline outcomes such as admissions, purchases, or qualified leads. Traditionally, this tracking relied on a unique identifier called the GCLID (Google Click ID).
However, in many real-world scenarios, GCLID may not always be available—leading to missed conversion tracking.
To solve this, Enhanced Conversions for Leads has been introduced in Meritto. This feature allows you to send secure, privacy-safe customer data (email and/or mobile number) to Google Ads, improving conversion tracking accuracy even when GCLID is unavailable.

What are Enhanced Conversions?

Enhanced Conversions allow you to:
  1. Track conversions without relying solely on GCLID
  2. Share first-party customer data (email/mobile) securely with Google
  3. Improve conversion match rates and attribution accuracy

When should you use Enhanced Conversions?

You should enable this feature when:
  1. GCLID is not consistently captured
  2. Leads are coming from multiple sources (offline/organic/manual entry)
  3. You want better attribution and match rates

Key Difference: GCLID vs Enhanced Conversions

Mode
Data Required
Dependency
Payload Sent
GCLID (Default)GCLIDMandatoryOnly GCLID
Enhanced ConversionsEmail and/or MobileOptional GCLIDHashed user data

Enabling Enhanced Conversions in Automation

Once your Google Offline Conversion Connector is already integrated, follow these steps:

Step 1: Navigate to Automation

  1. Go to Marketing → Manage Automation
  2. Create or edit an automation

Step 2: Add Offline Conversion Node

  1. Add the Offline Conversion node.
  2. Click on the ⚙️ (gear icon) to configure.
  3. Select Google.

Step 3: Enable Enhanced Conversions

  1. Enter the Block Name.
  2. Select the required Ad account and Conversion action.
  3. Turn ON the toggle “Enable Enhanced Conversions”
Once enabled, additional configuration appears:
  1. Share Data Options:
    1. Registered Email
    2. Registered Mobile Number
    3. Email OR Mobile (recommended)


System Behavior

When Toggle is OFF (Default)
  1. Only leads with GCLID are processed.
  2. If GCLID is missing → conversion is not sent.
When Toggle is ON (Enhanced Mode)
  1. GCLID is not required/mandatory.
  2. At least one identifier (email or mobile) is required.
  3. System automatically:
    1. Picks available data
    2. Hashes and sends it securely

Supported Scenarios

Scenario
Data Available
Result
GCLID availableGCLIDConversion sent
No GCLID, Email availableEmailConversion sent
No GCLID, Mobile availableMobileConversion sent
No GCLID, Email + MobileBothBetter match rate
No identifiersNoneConversion fails

Important Notes

  1. Ensure Enhanced Conversions for Leads is enabled in your Google Ads account
  2. Accept Customer Data Terms in Google Ads before using this feature
  3. Do not send invalid email or phone formats (they will be skipped)
  4. Empty or null fields are not sent in payload, and error is printed on the Offline Conversion Report.
  5. If no valid identifier is available → conversion will fail

Best Practices

  1. Use “Email OR Mobile” option for maximum match rate
  2. Ensure data quality:
    1. Valid email formats
    2. Proper mobile numbers with country codes
  3. Capture first-party data at the earliest stage (forms, landing pages)

Conclusion

Enhanced Conversions in Meritto significantly improve your ability to track offline conversions by reducing dependency on GCLID. By securely leveraging first-party customer data, you can:
  1. Improve attribution accuracy
  2. Increase conversion match rates
  3. Optimize campaigns more effectively
This ensures that no valuable conversion goes untracked—even when traditional identifiers are missing.

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