增强型转化

CM360 线下转化 API 支持使用用户标识符增强基于网站代码的转化。

增强型转化

  • 在 CM360 中为您的 Floodlight 配置接受增强型转化服务条款。
  • 使用匹配 ID 对您的网站进行插桩处理。
  • 记录您的网站上发生的 Floodlight 转化。请务必记录以下所有信息，因为它们是后续 API 调用中的必填字段：
    • matchId
    • ordinal
    • timestampMicros
    • floodlightActivityId
    • floodlightConfigurationId
    • quantity
    • value
  • 在在线代码捕获转化 90 分钟后，调用 conversions.batchupdate 以使用用户标识符增强这些转化。
    • 用户标识符应设置格式并经过哈希处理，并添加到转化对象的 userIdentifiers 字段中。
    • 必须指定数量和值。 您可以选择性地在同一 conversions.batchupdate 调用中调整转化的数量和价值，或提供原始数量和价值。
    • 每批插入和更新都可能会同时包含成功和失败。如果转化处理延迟时间比平时长，可重试 NOT_FOUND 失败项（最多 6 小时）。
    • 在在线代码捕获转化后的 24 小时内，必须使用用户标识符实现增强型转化。

归一化和哈希处理

为帮助保护隐私，在上传电子邮件地址、电话号码、名字、姓氏和街道地址之前，必须使用 SHA-256 算法对其进行哈希处理。为了使哈希结果实现标准化，在对其中一个值进行哈希处理之前，您必须：

  • 移除开头或结尾处的空格。
  • 将文本转换为小写形式。
  • 根据 E164 标准设置电话号码的格式。

  • 移除 gmail.com 和 googlemail.com 电子邮件地址中域名前面的所有句点 (.)。

C#

/// <summary>
/// Normalizes the email address and hashes it. For this use case, Campaign Manager 360
/// requires removal of any '.' characters preceding <code>gmail.com</code> or
/// <code>googlemail.com</code>.
/// </summary>
/// <param name="emailAddress">The email address.</param>
/// <returns>The hash code.</returns>
private string NormalizeAndHashEmailAddress(string emailAddress)
{
    string normalizedEmail = emailAddress.ToLower();
    string[] emailParts = normalizedEmail.Split('@');
    if (emailParts.Length > 1 && (emailParts[1] == "gmail.com" ||
        emailParts[1] == "googlemail.com"))
    {
        // Removes any '.' characters from the portion of the email address before
        // the domain if the domain is gmail.com or googlemail.com.
        emailParts[0] = emailParts[0].Replace(".", "");
        normalizedEmail = $"{emailParts[0]}@{emailParts[1]}";
    }
    return NormalizeAndHash(normalizedEmail);
}

/// <summary>
/// Normalizes and hashes a string value.
/// </summary>
/// <param name="value">The value to normalize and hash.</param>
/// <returns>The normalized and hashed value.</returns>
private static string NormalizeAndHash(string value)
{
    return ToSha256String(digest, ToNormalizedValue(value));
}

/// <summary>
/// Hash a string value using SHA-256 hashing algorithm.
/// </summary>
/// <param name="digest">Provides the algorithm for SHA-256.</param>
/// <param name="value">The string value (e.g. an email address) to hash.</param>
/// <returns>The hashed value.</returns>
private static string ToSha256String(SHA256 digest, string value)
{
    byte[] digestBytes = digest.ComputeHash(Encoding.UTF8.GetBytes(value));
    // Convert the byte array into an unhyphenated hexadecimal string.
    return BitConverter.ToString(digestBytes).Replace("-", string.Empty);
}

/// <summary>
/// Removes leading and trailing whitespace and converts all characters to
/// lower case.
/// </summary>
/// <param name="value">The value to normalize.</param>
/// <returns>The normalized value.</returns>
private static string ToNormalizedValue(string value)
{
    return value.Trim().ToLower();
}

Java

private String normalizeAndHash(MessageDigest digest, String s)
    throws UnsupportedEncodingException {
  // Normalizes by removing leading and trailing whitespace and converting all characters to
  // lower case.
  String normalized = s.trim().toLowerCase();
  // Hashes the normalized string using the hashing algorithm.
  byte[] hash = digest.digest(normalized.getBytes("UTF-8"));
  StringBuilder result = new StringBuilder();
  for (byte b : hash) {
    result.append(String.format("%02x", b));
  }

  return result.toString();
}

/**
 * Returns the result of normalizing and hashing an email address. For this use case, Campaign Manager 360
 * requires removal of any '.' characters preceding {@code gmail.com} or {@code googlemail.com}.
 *
 * @param digest the digest to use to hash the normalized string.
 * @param emailAddress the email address to normalize and hash.
 */
private String normalizeAndHashEmailAddress(MessageDigest digest, String emailAddress)
    throws UnsupportedEncodingException {
  String normalizedEmail = emailAddress.toLowerCase();
  String[] emailParts = normalizedEmail.split("@");
  if (emailParts.length > 1 && emailParts[1].matches("^(gmail|googlemail)\\.com\\s*")) {
    // Removes any '.' characters from the portion of the email address before the domain if the
    // domain is gmail.com or googlemail.com.
    emailParts[0] = emailParts[0].replaceAll("\\.", "");
    normalizedEmail = String.format("%s@%s", emailParts[0], emailParts[1]);
  }
  return normalizeAndHash(digest, normalizedEmail);
}

PHP

private static function normalizeAndHash(string $hashAlgorithm, string $value): string
{
    return hash($hashAlgorithm, strtolower(trim($value)));
}

/**
  * Returns the result of normalizing and hashing an email address. For this use case, Campaign
  * Manager 360 requires removal of any '.' characters preceding "gmail.com" or "googlemail.com".
  *
  * @param string $hashAlgorithm the hash algorithm to use
  * @param string $emailAddress the email address to normalize and hash
  * @return string the normalized and hashed email address
  */
private static function normalizeAndHashEmailAddress(
    string $hashAlgorithm,
    string $emailAddress
): string {
    $normalizedEmail = strtolower($emailAddress);
    $emailParts = explode("@", $normalizedEmail);
    if (
        count($emailParts) > 1
        && preg_match('/^(gmail|googlemail)\.com\s*/', $emailParts[1])
    ) {
        // Removes any '.' characters from the portion of the email address before the domain
        // if the domain is gmail.com or googlemail.com.
        $emailParts[0] = str_replace(".", "", $emailParts[0]);
        $normalizedEmail = sprintf('%s@%s', $emailParts[0], $emailParts[1]);
    }
    return self::normalizeAndHash($hashAlgorithm, $normalizedEmail);
}

Python

def normalize_and_hash_email_address(email_address):
    """Returns the result of normalizing and hashing an email address.

    For this use case, Campaign Manager 360 requires removal of any '.'
    characters preceding "gmail.com" or "googlemail.com"

    Args:
        email_address: An email address to normalize.

    Returns:
        A normalized (lowercase, removed whitespace) and SHA-265 hashed string.
    """
    normalized_email = email_address.lower()
    email_parts = normalized_email.split("@")
    # Checks whether the domain of the email address is either "gmail.com"
    # or "googlemail.com". If this regex does not match then this statement
    # will evaluate to None.
    is_gmail = re.match(r"^(gmail|googlemail)\.com$", email_parts[1])

    # Check that there are at least two segments and the second segment
    # matches the above regex expression validating the email domain name.
    if len(email_parts) > 1 and is_gmail:
        # Removes any '.' characters from the portion of the email address
        # before the domain if the domain is gmail.com or googlemail.com.
        email_parts[0] = email_parts[0].replace(".", "")
        normalized_email = "@".join(email_parts)

    return normalize_and_hash(normalized_email)

def normalize_and_hash(s):
    """Normalizes and hashes a string with SHA-256.

    Private customer data must be hashed during upload, as described at:
    https://support.google.com/google-ads/answer/7474263

    Args:
        s: The string to perform this operation on.

    Returns:
        A normalized (lowercase, removed whitespace) and SHA-256 hashed string.
    """
    return hashlib.sha256(s.strip().lower().encode()).hexdigest()

Ruby

# Returns the result of normalizing and then hashing the string using the
# provided digest.  Private customer data must be hashed during upload, as
# described at https://support.google.com/google-ads/answer/7474263.
def normalize_and_hash(str)
  # Remove leading and trailing whitespace and ensure all letters are lowercase
  # before hasing.
  Digest::SHA256.hexdigest(str.strip.downcase)
end

# Returns the result of normalizing and hashing an email address. For this use
# case, Campaign Manager 360 requires removal of any '.' characters preceding
# 'gmail.com' or 'googlemail.com'.
def normalize_and_hash_email(email)
  email_parts = email.downcase.split("@")
  # Removes any '.' characters from the portion of the email address before the
  # domain if the domain is gmail.com or googlemail.com.
  if email_parts.last =~ /^(gmail|googlemail)\.com\s*/
    email_parts[0] = email_parts[0].gsub('.', '')
  end
  normalize_and_hash(email_parts.join('@'))
end

将用户标识符添加到转化中

首先，照常准备 Conversion 对象以进行上传或修改，然后附加用户标识符，如下所示：

{
  "matchId": "my-match-id-846513278",
  "ordinal": "my-ordinal-12345678512",
  "quantity": 1,
  "value": 104.23,
  "timestampMicros": 1656950400000000,
  "floodlightConfigurationId": 99999,
  "floodlightActivityId": 8888,
  "userIdentifiers": [
    { "hashedEmail": "0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b" },
    { "hashedPhoneNumber": "1fb1f420856780a29719b994c8764b81770d79f97e2e1861ba938a7a5a15dfb9" },
    {
      "addressInfo": {
        "hashedFirstName": "81f8f6dde88365f3928796ec7aa53f72820b06db8664f5fe76a7eb13e24546a2",
        "hashedLastName": "799ef92a11af918e3fb741df42934f3b568ed2d93ac1df74f1b8d41a27932a6f",
        "hashedStreetAddress": "22b7e2d69b91e0ef4a88e81a73d897b92fd9c93ccfbe0a860f77db16c26f662e",
        "city": "seattle",
        "state": "washington",
        "countryCode": "US",
        "postalCode": "98101"
      }
    }
  ]
}

成功的响应应如下所示：

{
  "hasFailures": false,
  "status": [
    {
      "conversion": {
        "floodlightConfigurationId": 99999,
        "floodlightActivityId": 8888,
        "timestampMicros": 1656950400000000,
        "value": 104.23,
        "quantity": 1,
        "ordinal": "my-ordinal-12345678512",
        "matchId": "my-match-id-846513278",
        "userIdentifiers": [
          { "hashedEmail": "0c7e6a405862e402eb76a70f8a26fc732d07c32931e9fae9ab1582911d2e8a3b" },
          { "hashedPhoneNumber": "1fb1f420856780a29719b994c8764b81770d79f97e2e1861ba938a7a5a15dfb9" },
          {
            "addressInfo": {
              "hashedFirstName": "81f8f6dde88365f3928796ec7aa53f72820b06db8664f5fe76a7eb13e24546a2",
              "hashedLastName": "799ef92a11af918e3fb741df42934f3b568ed2d93ac1df74f1b8d41a27932a6f",
              "hashedStreetAddress": "22b7e2d69b91e0ef4a88e81a73d897b92fd9c93ccfbe0a860f77db16c26f662e",
              "city": "seattle",
              "state": "washington",
              "countryCode": "US",
              "postalCode": "98101"
            }
          }
        ],
        "kind": "dfareporting#conversion"
      },
      "kind": "dfareporting#conversionStatus"
    }
  ]
}

常见错误

在使用用户标识符增强转化时，您可能会遇到以下错误：

字段 hashed_X 不是有效的 SHA-256 哈希值
所有以“hashed”为前缀的字段仅接受以十六进制形式编码的 SHA-256 哈希值。
字段 country_code 的长度错误
country_code 必须正好是 2 个字母。
Floodlight 配置尚未签署增强型转化服务条款
对于请求的 Floodlight 配置 ID，尚未接受增强型转化服务条款。
指定的 user_identifier 不能超过 5 个
一次转化最多只能包含 5 个用户标识符。

常见问题解答

为什么建议使用匹配 ID？
基于点击 ID 的修改会排除之前未发生点击的转化，并限制增强型转化集成的价值。
为什么要记录数量和价值？
CM360 线下转化 API 要求指定数量和价值。
要修改基于代码的线上转化，我需要获取 Google 记录的确切微秒时间戳吗？
对于基于匹配 ID 的修改，只要请求中提供的时间戳与 Google 记录的时间戳相差不超过 1 分钟，API 现在就会接受修改。
为什么在在线代码捕获到转化后，我需要等待 90 分钟才能进行增强？
在线转化最多可能需要 90 分钟才能被 API 编入索引并可供修改。
在 API 响应中应注意什么？
即使 CM360 Conversion API 返回成功响应，一些单独的转化也可能未能上传或更新。检查各个 ConversionStatus 字段是否失败：
  • NOT_FOUND 失败可以并且应该重试（最长 6 小时），以防转化处理延迟时间比平时长。另请参阅常见问题解答，了解 NOT_FOUND 错误为何会持续超过 6 小时。
  • 不应重试 INVALID_ARGUMENT 和 PERMISSION_DENIED 错误。