Google Ads has announced privacy-focused modifications for Analytics, Tag Manager, and enhanced conversions
These announcements came from Google Ads’ which is making efforts to protect user data while ensuring that search marketers own the best information to enhance and adjust their campaigns.
In a Google Marketing Livestream preview announcement of forthcoming product launches, Vidhya Srinivasan, Vice President of Engineering at Google Ads, mentioned machine learning in Google Analytics, consent mode for Tag Manager, and enhanced conversions with first-party data.
Machine learning enlarged to behavioral analytics in Google Analytics.
Google declared GA4 last year which involves conversion modeling to further close measurement gaps and get more useful insights into customer behavioral analytics data as privacy becomes more of a concern for users. In this announcement, Google said they are enlarging their advanced machine learning to behavioral analytics reporting in GA.
“For instance, in User Acquisition reports, if there’s a gap in the amount of new users a campaign has obtained, we’ll now implement modeling to fill that gap further. With or without cookies, this feature will assist marketers to improve their understanding of the customer journey across their apps and websites,” mentioned Srinivasan.
Enhanced conversions better preserve measurement instead of cookies.
When cookies are not available for marketers, first-party and consented data can help fill in the measurement gaps.
“Enhanced conversions enable tags to utilize permitted, first-party data and produce a more realistic view of how users convert after engaging with ads. Marketers will also be capable to get the data they require to unlock performance insights, like conversion lift, and better measurement in cases when their ad is shown on one device and the user converts on another. The data is always hashed to preserve user privacy and ensure security,” according to the Google blog.
For More details about these products and features and announcements about new solutions occur May 27 at Google Marketing Livestream.
Set Consent Mode in Google Tag Manager.
Consent mode benefits advertisers in Europe and the UK to adjust how Google tags users based on their consent status. If a user does not consent to the use of cookies, Consent Mode employs conversion modeling to help marketers measure the customer decision journey instead.
“To make it more convenient for their website to integrate with Consent Mode, we’ll shortly enable access directly from Tag Manager accounts where they’ll be capable to modify and customize tag behavior in response to users’ consent preferences,” stated Google’s Vice President of Engineering in the announcement.
Why do we care?
With the ongoing conversation around users’ privacy and maintaining targeting and measurement accuracy for advertisers, these solutions from Google Ads effort to protect user data while ensuring that search marketers have the most trustworthy information to enhance and adjust their campaigns.
