Conversion tracking and enhanced conversions, phone-first

Build enhanced conversions in India on the phone number first. Checkout identity here is phone-led through one-time passwords, UPI handles and delivery calls, while the email field is optional or fictional on a large share of orders, so a match keyed to email lifts almost nothing and a match keyed to a normalised phone number does most of the work. That single decision usually moves reported performance more than anything in the campaign structure above it. Identity, and how it is handled: Values are hashed with SHA-256 after normalisation, meaning whitespace stripped, email lowercased, phone rewritten to E.164 with country code, and the hashing happens before the value leaves the browser or the server container. For lead businesses, user-provided data is sent alongside the GCLID. Where the outcome that matters happens offline, imports go back against the GCLID within ninety days of the click, after which the click cannot be matched at all. That window sets the boundary of what any sales cycle can prove, and if yours runs longer we will tell you which part of it is measurable and which part is opinion. The build order: Consent first: Consent Mode v2 with ad_user_data and ad_personalization wired to your actual consent record, treating India's DPDP Act obligations as the floor rather than as an afterthought to a European setup. Then one source of truth, either Google Ads native conversions or GA4 imports but never both counting the same event, which is the most common origin of a return figure finance refuses to believe. Then primary and secondary designation, done deliberately, because everything marked primary is what Smart Bidding optimises toward and an add-to-cart left as primary quietly becomes your strategy. Value, and who signs it: We do not install a value we cannot source. Apparel returns are the clearest case: revenue reports gross, returns land thirty to forty-five days later, and an account bid on gross revenue overweights whichever categories have the worst return rate. We import conversion adjustments to restate or retract those orders so bidding sees kept revenue. For recurring donations, valuing a gift at its first instalment understates the donor by whatever your median retention actually is, so we model it with your finance lead and use their number in writing, or we use the first gift and label the reporting accordingly. There is no third option where we invent a multiplier. Sector constraints: Properties directed at children cannot use personalised advertising features, and enhanced conversions built on user-provided data may not be available to you at all. We check that before quoting and we have withdrawn from engagements at exactly this point. Nonprofits running an Ad Grants account beside a paid account need conversion actions that keep the two measurable apart, otherwise the Grants performance requirement is satisfied on paper by traffic the grant never paid for. Excluded: Server-side container hosting and its running cost, which belongs with your infrastructure and your invoice. CRM engineering beyond the export contract we specify. Attribution modelling outside the Google stack, and any attempt to rebuild attribution in a spreadsheet. Cookie banner selection, though we will review the one you have against what Consent Mode needs from it. We decline: Accounts where nobody in finance will own the conversion values. That is not a formality. A value nobody signed is a value that gets disowned the first quarter results disappoint, and the measurement takes the blame for the media. We also decline installs where the existing conversion actions must stay untouched for continuity of reporting. Continuity of a wrong number is not a reason to keep it.