In the attempt for search marketers to have the top information to improve and adjust their campaigns, Google Ads has implemented solutions to preserve user data. During a Google Marketing Livestream preview announcement of coming product launches, Vidhya Srinivasan, Vice President of Engineering at Google Ads, offered information about machine learning in Google Analytics, consent mode for Tag Manager and enhanced conversions with first-party data.
Machine learning expanded to behavioral analytics in Google Analytics
Google revealed GA4 last year which comprises conversion modeling to assist close measurement gaps and find better insights into customer behavioral analytics data as privacy develops as more of a concern for users. With this news, Google said they are broadening their advanced machine learning to behavioral analytics reporting in GA.
“For example, in User Acquisition reports, if there’s a gap in the number of new users a campaign has acquired, we’ll now use modeling to help fill that gap. With or without cookies, this feature will help marketers enhance their understanding of the customer journey across their apps and websites,” wrote Srinivasan.
Adjust Consent Mode in Google Tag Manager
“To make it easier for their website to integrate with Consent Mode, we’ll soon allow access directly from Tag Manager accounts where they’ll be able to modify and customize tag behavior in response to users’ consent preferences,” said Google’s Vice President of Engineering.
Enhanced conversions preserve measurement in lieu of cookies
When cookies aren’t offered, first-party and consented data can help fill in the measurement gaps.
“Enhanced conversions allow tags to use consented, first-party data and give a more accurate view of how users convert after engaging with ads. Marketers will also be able to get the data they need to unlock performance insights, like conversion lift, and improve measurement in cases when their ad is shown on one device and the user converts on another. The data is always hashed to protect user privacy and ensure security,” according to the Google blog.
More specifics about these products and elements as well as announcements about new solutions were presented at Google Marketing Livestream.
Why it is important
With the current conversation around privacy for users and maintaining targeting and measurement accuracy for advertisers, these solutions from Google Ads try to preserve user data while safeguarding that search marketers have the top information to enhance and adjust their campaigns.