# Google Ads

![Shopify to Google Ads](/files/QAkIXMYPAYW9BrAeX4Lc)

Our **Enhanced Conversions** tracking for Shopify to Google Ads uses [server-side tracking](/get-started/how-server-side-tracking-works.md) so that each time a user purchases our servers can relay that event to Google Ads, **ensuring 100% conversion accuracy**.

{% embed url="<https://youtube.com/watch?v=uGjAJxYiQkQ>" %}

Using the Enhanced Conversions for Leads API, rather than relying on a script on the thank you page, improves marketing attribution and retargeting for Google Ads.

## What are Enhanced Conversions?

[Enhanced Conversions](https://support.google.com/google-ads/answer/9888656?hl=en-GB) is a feature of Google Ads that allows Littledata to send **first-party customer data**, securely and privately, directly to Google's servers to enable identification and attribution based on:

* email address
* customer name
* shipping address
* phone number

Enhanced Conversions improves the accuracy of your Google Ads measurement by increasing observable data and improving the overall quality of conversion modeling. Your first-party data from Shopify is **matched with signed-in Google accounts that engage with your ads**. When a match happens, a conversion is attributed based on that customer's interactions with Google Ads, rather than based on the Google cookie alone.

{% hint style="success" %}
Advertisers who implement Enhanced Conversions see a conversion uplift of 17% on YouTube
{% endhint %}

Some of the other benefits of Enhanced Conversions are:

* Recover conversions that otherwise wouldn't have been measured
* Better Ad attribution
* Improve bidding optimization through better data
* Privacy safe with hashing of first-party customer data


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