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开始使用增强型网站转化

增强型网站转化的运作方式

增强型网站转化要求设置代码，以便自动发送当用户点击标识符时，系统会向 Google Ads 发送点击标识符（如 GCLID），转化。您可以选择通过 Google 跟踪代码管理器、Google 代码或 Google Ads API。使用 Google Ads API 的优势在于，您可以在 24 小时内发送第一方转化数据。小时，而不是时间同步。这样，可以从各种来源找到第一方数据，例如客户数据库或客户关系管理系统。

Google Ads API 中的增强型网站转化是对以下第 3 步的补充。

增强型转化
网页

当用户完成转化时，代码不会发送经过哈希处理的用户信息，仅发送 GCLID 和订单 ID，而您发送经过哈希处理的用户信息方法是上传订单 ID 以及经过哈希处理的数据。

满足前提条件

若要使用增强型转化设置，需满足一些前提条件。请确保在继续实施之前满足所有前提条件：

在您的 Google Ads 转化客户中启用转化跟踪。
接受客户数据条款。
配置代码植入。

1. 为 Google Ads 转化客户启用转化跟踪

检索转化跟踪设置的相关信息

您可以查看账号的转化跟踪设置并确认转化可通过查询 Customer 资源来启用跟踪功能（针对ConversionTrackingSetting）。发出以下查询： GoogleAdsService.SearchStream:

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 字段用于指明为此客户创建和管理转化。对于使用跨账号转化跟踪、这是经理账号的 ID。Google Ads 转化客户 ID 应为在 Google Ads API 请求中指定为 customer_id，以便创建和管理转化。请注意，即使未启用转化跟踪，系统也会填充此字段。

通过 conversion_tracking_status 字段用于指明是否已启用转化跟踪，以及相应账号正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，该账号未启用转化跟踪。启用转化跟踪只需在以下位置创建至少一个 ConversionAction： Google Ads 转化账号，如以下示例所示。或者可以按照帮助中心要启用的转化类型。

请注意，通过但可通过 Google Ads 界面停用。

</ph> 重要提示：对于增强型网站转化，conversion_action_type 必须设为 WEBPAGE。我们建议同时设置 conversion_action_category 选择与您的转化最相符的类别

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.V17.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}."
endadd_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::V17::Resources::ConversionAction->new({
      name                          => $conversion_action_name,
      category                      => DEFAULT,
      type                          => WEBPAGE,
      status                        => ENABLED,
      viewThroughLookbackWindowDays => 15,
      valueSettings                 =>
        Google::Ads::GoogleAds::V17::Resources::ValueSettings->new({
          defaultValue          => 23.41,
          alwaysUseDefaultValue => "true"
        })});

  # Create a conversion action operation.
  my $conversion_action_operation =
    Google::Ads::GoogleAds::V17::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 conversion_action_type 设置为正确的值 ConversionActionType 值。如需详细了解如何在 Google Ads API 中创建转化操作，请参阅创建转化操作。

检索现有转化操作

要获取现有转化操作的详细信息，您可以发出。确保请求中的客户 ID 设置为 Google Ads 转化客户，并且转化操作类型已设置为正确的 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转化。您可以验证是否已接受客户数据条款，向 Google Ads 转化客户发出以下查询：

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

如果 accepted_customer_data_terms 为 false，请按照帮助中心来满足这个前提条件

3. 配置代码植入

您可以按照帮助中心。

您还必须为转化添加交易 ID（也称为订单 ID）跟踪代码，具体方法请参见帮助文档中心。Google Ads 要求以便能够找到要提升的转化

后续步骤

满足前提条件后，您就可以开始在 Google Ads 中实施增强型网站转化次数 Google Ads API。

概览

实现