开始使用增强型网站转化

若要使用增强型网站转化，您需要设置一个代码，以便在用户完成转化时自动向 Google Ads 发送点击标识符（例如 GCLID）和订单 ID。您可以通过 Google 跟踪代码管理器、Google 代码或 Google Ads API 设置增强型转化。使用 Google Ads API 的好处在于，您可以在转化事件发生后的 24 小时内（而不是同时）发送第一方转化数据。这样，您就可以从各种来源（例如客户数据库或 CRM 系统）找到第一方数据。

“增强型网站转化”功能的运作方式

Google Ads API 中的增强型网站转化是对以下流程中第 3 步的补充。

在用户完成转化时，代码只会发送 GCLID 和订单 ID，而不是发送经过哈希处理的用户信息。您稍后可以通过上传订单 ID 和经过哈希处理的数据来发送经过哈希处理的用户信息。如需详细了解增强型网站转化，请访问我们的帮助中心。

增强型网站转化

实现前提条件

要想成功设置增强型转化，您需要满足一些前提条件。请先确保满足所有前提条件，然后再继续实现：

  1. 在 Google Ads 转化客户中启用转化跟踪。

  2. 接受客户数据条款。

  3. 配置代码植入。

1. 在 Google Ads 转化客户中启用转化跟踪

检索转化跟踪设置的相关信息

您可以查询 ConversionTrackingSetting 的 Customer 资源，检查账号的转化跟踪设置并确认是否已启用转化跟踪。使用 GoogleAdsService.SearchStream 发出以下查询：

SELECT
  customer.conversion_tracking_setting.google_ads_conversion_customer,
  customer.conversion_tracking_setting.conversion_tracking_status,
  customer.conversion_tracking_setting.conversion_tracking_id,
  customer.conversion_tracking_setting.cross_account_conversion_tracking_id
FROM customer

google_ads_conversion_customer 字段表示为此客户创建和管理转化的 Google Ads 账号。对于使用跨账号转化跟踪的客户，此 ID 是经理账号的 ID。若要创建和管理转化，应在 Google Ads API 请求中将 Google Ads 转化客户 ID 作为 customer_id 提供。请注意，即使未启用转化跟踪，系统也会填充此字段。

conversion_tracking_status 字段指示转化跟踪是否已启用，以及账号是否在使用跨账号转化跟踪。

在 Google Ads 转化客户下创建转化操作

如果 conversion_tracking_status 的值为 NOT_CONVERSION_TRACKED，则表示该账号未启用转化跟踪。在 Google Ads 转化账号中创建至少一个 ConversionAction，以启用转化跟踪，如以下示例所示。或者，您也可以按照帮助中心中针对您要启用的转化类型的说明，在界面中创建转化操作。

请注意，通过 Google Ads API 发送转化时，系统会自动启用增强型转化，但您可以通过 Google Ads 界面停用增强型转化。

代码示例

Java

private void runExample(GoogleAdsClient googleAdsClient, long customerId) {

  // Creates a ConversionAction.
  ConversionAction conversionAction =
      ConversionAction.newBuilder()
          // Note that conversion action names must be unique. If a conversion action already
          // exists with the specified conversion_action_name the create operation will fail with
          // a ConversionActionError.DUPLICATE_NAME error.
          .setName("Earth to Mars Cruises Conversion #" + getPrintableDateTime())
          .setCategory(ConversionActionCategory.DEFAULT)
          .setType(ConversionActionType.WEBPAGE)
          .setStatus(ConversionActionStatus.ENABLED)
          .setViewThroughLookbackWindowDays(15L)
          .setValueSettings(
              ValueSettings.newBuilder()
                  .setDefaultValue(23.41)
                  .setAlwaysUseDefaultValue(true)
                  .build())
          .build();

  // Creates the operation.
  ConversionActionOperation operation =
      ConversionActionOperation.newBuilder().setCreate(conversionAction).build();

  try (ConversionActionServiceClient conversionActionServiceClient =
      googleAdsClient.getLatestVersion().createConversionActionServiceClient()) {
    MutateConversionActionsResponse response =
        conversionActionServiceClient.mutateConversionActions(
            Long.toString(customerId), Collections.singletonList(operation));
    System.out.printf("Added %d conversion actions:%n", response.getResultsCount());
    for (MutateConversionActionResult result : response.getResultsList()) {
      System.out.printf(
          "New conversion action added with resource name: '%s'%n", result.getResourceName());
    }
  }
}
AddConversionAction.java

C#

public void Run(GoogleAdsClient client, long customerId)
{
    // Get the ConversionActionService.
    ConversionActionServiceClient conversionActionService =
        client.GetService(Services.V18.ConversionActionService);

    // Note that conversion action names must be unique.
    // If a conversion action already exists with the specified name the create operation
    // will fail with a ConversionAction.DUPLICATE_NAME error.
    string ConversionActionName = "Earth to Mars Cruises Conversion #"
        + ExampleUtilities.GetRandomString();

    // Add a conversion action.
    ConversionAction conversionAction = new ConversionAction()
    {
        Name = ConversionActionName,
        Category = ConversionActionCategory.Default,
        Type = ConversionActionType.Webpage,
        Status = ConversionActionStatus.Enabled,
        ViewThroughLookbackWindowDays = 15,
        ValueSettings = new ConversionAction.Types.ValueSettings()
        {
            DefaultValue = 23.41,
            AlwaysUseDefaultValue = true
        }
    };

    // Create the operation.
    ConversionActionOperation operation = new ConversionActionOperation()
    {
        Create = conversionAction
    };

    try
    {
        // Create the conversion action.
        MutateConversionActionsResponse response =
            conversionActionService.MutateConversionActions(customerId.ToString(),
                    new ConversionActionOperation[] { operation });

        // Display the results.
        foreach (MutateConversionActionResult newConversionAction in response.Results)
        {
            Console.WriteLine($"New conversion action with resource name = " +
                $"'{newConversionAction.ResourceName}' was added.");
        }
    }
    catch (GoogleAdsException e)
    {
        Console.WriteLine("Failure:");
        Console.WriteLine($"Message: {e.Message}");
        Console.WriteLine($"Failure: {e.Failure}");
        Console.WriteLine($"Request ID: {e.RequestId}");
        throw;
    }
}
AddConversionAction.cs

PHP

public static function runExample(GoogleAdsClient $googleAdsClient, int $customerId)
{
    // Creates a conversion action.
    $conversionAction = new ConversionAction([
        // Note that conversion action names must be unique.
        // If a conversion action already exists with the specified conversion_action_name
        // the create operation will fail with a ConversionActionError.DUPLICATE_NAME error.
        'name' => 'Earth to Mars Cruises Conversion #' . Helper::getPrintableDatetime(),
        'category' => ConversionActionCategory::PBDEFAULT,
        'type' => ConversionActionType::WEBPAGE,
        'status' => ConversionActionStatus::ENABLED,
        'view_through_lookback_window_days' => 15,
        'value_settings' => new ValueSettings([
            'default_value' => 23.41,
            'always_use_default_value' => true
        ])
    ]);

    // Creates a conversion action operation.
    $conversionActionOperation = new ConversionActionOperation();
    $conversionActionOperation->setCreate($conversionAction);

    // Issues a mutate request to add the conversion action.
    $conversionActionServiceClient = $googleAdsClient->getConversionActionServiceClient();
    $response = $conversionActionServiceClient->mutateConversionActions(
        MutateConversionActionsRequest::build($customerId, [$conversionActionOperation])
    );

    printf("Added %d conversion actions:%s", $response->getResults()->count(), PHP_EOL);

    foreach ($response->getResults() as $addedConversionAction) {
        /** @var ConversionAction $addedConversionAction */
        printf(
            "New conversion action added with resource name: '%s'%s",
            $addedConversionAction->getResourceName(),
            PHP_EOL
        );
    }
}
AddConversionAction.php

Python

def main(client, customer_id):
    conversion_action_service = client.get_service("ConversionActionService")

    # Create the operation.
    conversion_action_operation = client.get_type("ConversionActionOperation")

    # Create conversion action.
    conversion_action = conversion_action_operation.create

    # Note that conversion action names must be unique. If a conversion action
    # already exists with the specified conversion_action_name, the create
    # operation will fail with a ConversionActionError.DUPLICATE_NAME error.
    conversion_action.name = f"Earth to Mars Cruises Conversion {uuid.uuid4()}"
    conversion_action.type_ = (
        client.enums.ConversionActionTypeEnum.UPLOAD_CLICKS
    )
    conversion_action.category = (
        client.enums.ConversionActionCategoryEnum.DEFAULT
    )
    conversion_action.status = client.enums.ConversionActionStatusEnum.ENABLED
    conversion_action.view_through_lookback_window_days = 15

    # Create a value settings object.
    value_settings = conversion_action.value_settings
    value_settings.default_value = 15.0
    value_settings.always_use_default_value = True

    # Add the conversion action.
    conversion_action_response = (
        conversion_action_service.mutate_conversion_actions(
            customer_id=customer_id,
            operations=[conversion_action_operation],
        )
    )

    print(
        "Created conversion action "
        f'"{conversion_action_response.results[0].resource_name}".'
    )
add_conversion_action.py

Ruby

def add_conversion_action(customer_id)
  # GoogleAdsClient will read a config file from
  # ENV['HOME']/google_ads_config.rb when called without parameters
  client = Google::Ads::GoogleAds::GoogleAdsClient.new


  # Add a conversion action.
  conversion_action = client.resource.conversion_action do |ca|
    ca.name = "Earth to Mars Cruises Conversion #{(Time.new.to_f * 100).to_i}"
    ca.type = :UPLOAD_CLICKS
    ca.category = :DEFAULT
    ca.status = :ENABLED
    ca.view_through_lookback_window_days = 15

    # Create a value settings object.
    ca.value_settings = client.resource.value_settings do |vs|
      vs.default_value = 15
      vs.always_use_default_value = true
    end
  end

  # Create the operation.
  conversion_action_operation = client.operation.create_resource.conversion_action(conversion_action)

  # Add the ad group ad.
  response = client.service.conversion_action.mutate_conversion_actions(
    customer_id: customer_id,
    operations: [conversion_action_operation],
  )

  puts "New conversion action with resource name = #{response.results.first.resource_name}."
end
add_conversion_action.rb

Perl

sub add_conversion_action {
  my ($api_client, $customer_id) = @_;

  # Note that conversion action names must be unique.
  # If a conversion action already exists with the specified conversion_action_name,
  # the create operation fails with error ConversionActionError.DUPLICATE_NAME.
  my $conversion_action_name = "Earth to Mars Cruises Conversion #" . uniqid();

  # Create a conversion action.
  my $conversion_action =
    Google::Ads::GoogleAds::V18::Resources::ConversionAction->new({
      name                          => $conversion_action_name,
      category                      => DEFAULT,
      type                          => WEBPAGE,
      status                        => ENABLED,
      viewThroughLookbackWindowDays => 15,
      valueSettings                 =>
        Google::Ads::GoogleAds::V18::Resources::ValueSettings->new({
          defaultValue          => 23.41,
          alwaysUseDefaultValue => "true"
        })});

  # Create a conversion action operation.
  my $conversion_action_operation =
    Google::Ads::GoogleAds::V18::Services::ConversionActionService::ConversionActionOperation
    ->new({create => $conversion_action});

  # Add the conversion action.
  my $conversion_actions_response =
    $api_client->ConversionActionService()->mutate({
      customerId => $customer_id,
      operations => [$conversion_action_operation]});

  printf "New conversion action added with resource name: '%s'.\n",
    $conversion_actions_response->{results}[0]{resourceName};

  return 1;
}
add_conversion_action.pl

确保将 conversion_action_type 设置为正确的 ConversionActionType 值。如需有关在 Google Ads API 中创建转化操作的更多指导，请参阅创建转化操作。

检索现有转化操作

您可以通过发出以下查询来检索现有转化操作的详细信息。请确保请求中的客户 ID 设置为您上面指定的 Google Ads 转化客户，并且转化操作类型设置为正确的 ConversionActionType 值。

SELECT
  conversion_action.resource_name,
  conversion_action.name,
  conversion_action.status
FROM conversion_action
WHERE conversion_action.type = 'WEBPAGE'

2. 接受客户数据条款

您必须先接受客户数据条款，然后才能使用增强型网站转化。您可以向 Google Ads 转化客户发出以下查询，验证客户数据条款是否已接受：

SELECT
  customer.id,
  customer.conversion_tracking_setting.accepted_customer_data_terms
FROM customer

如果 accepted_customer_data_terms 为 false，请按照帮助中心中的说明完成此前提条件。

3. 配置代码植入

您可以按照帮助中心中的说明为您的网站配置代码。建议您还向转化跟踪代码中添加交易 ID（订单 ID），以协助进行转化匹配。

后续步骤

满足上述前提条件后，您就可以在 Google Ads API 中实现增强型网站转化了。

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