Integrations
Google Ads Enhanced Conversions
Send Google Ads conversions from the server with Enhanced Conversions, so they arrive even when the browser blocks the Google tag. Every event is assembled from the whole DataCops platform, not a bare tag, so Google receives the click ID plus clean, verified customer data, counted once. One-click connect, no code.
What it is
Enhanced Conversions is Google's way of matching a conversion to the person who clicked the ad using hashed customer data, sent server-side, instead of relying only on the Google tag in the browser. DataCops connects it for you in one click, with no code, and sends each conversion from the server with the gclid and the hashed details Google needs to recover the sale.Server-side sending is only half of it. A conversion is only as good as the match data attached to it. What makes DataCops different is where that data comes from: every part of the platform, first-party capture, the edge worker, the 400-day identity, IP intelligence, and email verification, feeds one clean Google conversion. Google is not receiving a tag firing. It is receiving the full, verified record of a real buyer.
Why the Google tag loses sales
The Google tag runs in the browser, which is exactly where tracking is weakest, and it fails in three ways at once:
- It gets blocked. Ad blockers strip it, Safari and iOS limit it, and consent rejection removes it. The conversion never reaches Google, so a working campaign looks weak and you cut budget that was earning.
- It loses the click ID. On iOS and in consent-limited traffic the gclid is often gone, so Google cannot tie the sale back to the ad, and Smart Bidding optimises blind.
- It counts bots. A raw tag fires for anything, including click farms and invalid traffic, so Google learns from fake conversions and spends your budget chasing more.
Every one of these is a data problem, and that is what DataCops fixes before Google ever sees the event.
How DataCops builds each event
A DataCops Google conversion is not captured in one place. It is assembled. As a visitor moves through your site, each part of the platform adds what it knows, so that by the time a conversion happens, the event is already complete, verified, and ready to match.Here is what each part adds to that middle step, in order:
- First-party capture keeps the ad click alive. The gclid, wbraid, and gbraid are captured on your own domain, so ad blockers and Safari cannot strip them the way they strip a third-party tag.
- The edge worker recovers what the browser drops. If the click ID would have been lost, it is caught server-side at the edge, so the strongest match signal survives even when the browser fails.
- The 400-day durable identity attaches the real person. If someone converts anonymously today but identified themselves earlier, DataCops finds that stored profile and attaches their email, name, and address, so a conversion that would have gone out with only a click ID goes out with full Enhanced Conversions data behind it.
- IP intelligence supplies a clean IP and location. The same IP checked for fraud is the one sent to Google, so location and quality signals are real, not a datacentre or VPN address.
- Email verification makes the match key trustworthy. The email is confirmed to be a real, deliverable address before it becomes a hashed match key, so Enhanced Conversions is matching on a real inbox, not a disposable one.
- The fraud verdict gates out the fakes. Bots, click farms, and invalid traffic are stopped here. By default only verified, human conversions are sent, so Google never learns from noise.
- The consent gate decides if it is allowed. Where consent is required, the event is only sent if consent is in place, resolved server-side, so you stay compliant without dropping the conversions you are allowed to keep.
Only after all of that does the event become a Google conversion, fully built and ready to match.
The match signals sent to Google
Google matches a conversion using the click ID and, with Enhanced Conversions, hashed customer data, and it recovers more sales the more strong signals it receives. A browser tag usually manages the click ID alone. DataCops assembles the full set, every customer detail normalised and securely hashed on the server before it leaves, so Google can match on it without ever receiving a raw email or phone number.
| Signal | What it does for matching | Where DataCops gets it |
|---|---|---|
| gclid | The Google Ads click ID. The single strongest link between a sale and the ad and keyword that drove it. | First-party capture, recovered at the edge if the browser drops it |
| wbraid / gbraid | The privacy-safe click IDs Google uses on iOS and in consent-limited traffic, so those conversions still attribute. | First-party capture on your own domain |
| Email (hashed) | Enhanced Conversions matches the buyer to their Google account, recovering conversions the click ID alone missed. | Verified real, then normalised and hashed on the server |
| Phone (hashed) | A second strong Enhanced Conversions match key. | Normalised and hashed on the server |
| Name and address (hashed) | First name, last name, street, city, region, postcode, and country, more keys that lift match rate. | Stored profile from the 400-day durable identity |
| IP address | A location and quality signal Google expects on a server conversion. | IP intelligence, the same clean IP used for the fraud verdict |
| User agent | Pairs with the IP so Google can resolve the device. | First-party capture |
Alongside the person, each event carries the conversion itself: the conversion action, the real time it happened, the order value and currency, and the order ID. Nothing is fabricated, and no raw personal detail is ever sent, only the securely hashed version Google asks for.
Counted once, never twice
Each conversion carries its order ID, and Google uses that same ID to spot a repeat on its side. So if you keep your existing Google tag running next to DataCops, Google sees the tag event and the server event share an order ID and keeps only one. Your numbers do not double.
This is what lets you switch on server-side delivery without ripping anything out. Run both, confirm the server conversions are landing and matching better, and retire the browser tag whenever you are ready. DataCops also catches a repeat of the same order before it goes out, so a store that fires a conversion twice still only reports it once.
Connect in one click
This is the whole setup. No code, no container, no developer, no gtag changes.
Connect your Google Ads account
Log in to Google once from DataCops. That is the only permission step.
Pick your conversion action
Choose the Google Ads conversion action you want sales sent to.
Map your events
In Event Manager, map each conversion to that action, one time.
From then on, every clean conversion is built, matched, and delivered to Google automatically. There is nothing to maintain, and no tag that can silently break.
Higher match rate
Enhanced Conversions recovers sales that the click ID alone would have missed, and it recovers more the more customer data you send. Because a DataCops conversion arrives with the gclid plus a full set of hashed, verified details, and not just a cookie, Google can match far more of your conversions to a real person. That does three things for your ads:
- It recovers volume. The conversions ad blockers and iOS used to hide now reach Google, so Smart Bidding optimises on your whole audience, not a fraction.
- It sharpens matching. More strong signals per conversion means a higher share attribute to a real click, so your reporting and bidding both improve.
- It cleans the signal. Only verified, consented, human conversions go out, so Smart Bidding learns from real buyers and finds more of them, instead of chasing the bots a raw tag counted.
More conversions, better matched, all real. That is why a verified server-side conversion outperforms a browser tag firing into the void.
An honest delivery log
A browser tag fires and forgets. It never learns whether Google accepted the conversion or dropped it, so a conversion path can be broken for weeks while your tag still shows as installed. DataCops records every send: one record per event, marked sent, skipped, or failed, with Google's own reason shown, like an expired click or a connection that needs reauthorising. If a send fails for a temporary reason, it is retried. So you can see, per conversion, exactly what reached Google and why, instead of trusting that a tag is still working.