Description
We request a new Tag type in Matomo Tag Manager (MTM) specifically designed for Google Ads Enhanced Conversions (Web). This tag would allow users to securely send first-party data (PII) to Google Ads to improve conversion tracking accuracy when cookies are limited.
Technical Requirements
The tag must support the following data fields, ensuring that Email or Phone is always provided:
Primary Identifiers: Email, Phone.
Address Data: First Name, Last Name, Street, City, Region, Country, Postcode.
Security & Privacy:
All PII must be normalized and hashed using the SHA256 algorithm client-side before being transmitted to Google Ads. Data should never be sent in plain text.
Proposed Functionality
I suggest two modes of data collection within the tag configuration:
Automatic Detection:
MTM scans the DOM/Data Layer for common patterns (e.g., input fields with type="email" or specific IDs) to capture and hash PII automatically upon a conversion event.
Manual Mapping (User-Defined):
A configuration interface where the user can map specific MTM Variables (e.g., Data Layer variables, JavaScript variables) to the corresponding Google Ads fields.
Scope
This request is strictly for Enhanced Conversions for Web. Enhanced Conversions for Leads is excluded from this specific scope to ensure a streamlined initial implementation.
Why this is important
With the deprecation of third-party cookies and increased privacy restrictions, Enhanced Conversions are becoming a standard requirement for performance marketing. Providing a native, easy-to-configure tag in Matomo will keep MTM competitive with GTM and simplify compliance for Matomo users.
Description
We request a new Tag type in Matomo Tag Manager (MTM) specifically designed for Google Ads Enhanced Conversions (Web). This tag would allow users to securely send first-party data (PII) to Google Ads to improve conversion tracking accuracy when cookies are limited.
Technical Requirements
The tag must support the following data fields, ensuring that Email or Phone is always provided:
Primary Identifiers: Email, Phone.
Address Data: First Name, Last Name, Street, City, Region, Country, Postcode.
Security & Privacy:
All PII must be normalized and hashed using the SHA256 algorithm client-side before being transmitted to Google Ads. Data should never be sent in plain text.
Proposed Functionality
I suggest two modes of data collection within the tag configuration:
Automatic Detection:
MTM scans the DOM/Data Layer for common patterns (e.g., input fields with type="email" or specific IDs) to capture and hash PII automatically upon a conversion event.
Manual Mapping (User-Defined):
A configuration interface where the user can map specific MTM Variables (e.g., Data Layer variables, JavaScript variables) to the corresponding Google Ads fields.
Scope
This request is strictly for Enhanced Conversions for Web. Enhanced Conversions for Leads is excluded from this specific scope to ensure a streamlined initial implementation.
Why this is important
With the deprecation of third-party cookies and increased privacy restrictions, Enhanced Conversions are becoming a standard requirement for performance marketing. Providing a native, easy-to-configure tag in Matomo will keep MTM competitive with GTM and simplify compliance for Matomo users.