To unlock more opportunities and incremental value, develop a strategy around consented, first-party data with the right measurement solutions in place to collect it. Once you’ve established that, you can then utilize a unified suite of products that work together in a streamlined way. There is no single answer for measurement, so identify your business goals and we’ll help you reach them.
- Invest in strong tagging infrastructure to make the most of first-party data collected.
- Get the tools in place—and permission where required—for data-driven insights from first-party data when those direct interactions take place.
- Use the Google tag or Google Tag Manager, to measure how visitors interact with your website and ads.
- This will become increasingly important as third-party cookies and other identifiers are phased out and will be an essential component of using Privacy Sandbox API, a privacy-centric alternative to third-party cookies.
- Enable more accurate conversion measurement with enhanced conversions.
- Enhanced conversions allow site tags to use responsibly gathered, user-provided data to give you a more accurate view of how people convert after engaging with your ads. In fact, advertisers that implement enhanced conversions see a conversion rate improvement of 17% on YouTube, for example.1
- This provides more observable data to strengthen conversion modeling, gives you the comprehensive data you need to measure conversion lift in order to understand the incremental impact of your advertising, and helps you better inform Google AI to optimize your campaigns with Smart Bidding.
- Capture valuable insights while protecting user privacy with Consent Mode.
- Consent Mode allows you to adjust how tags behave based on the consent status of users.
- When conversions can’t be linked to ad interactions for more comprehensive reporting and optimization, Consent Mode solves for unknowns using conversion modeling.
- For businesses with mobile apps, optimize performance with privacy-focused app measurement solutions, like on-device conversion measurement.
- Use consented first-party data from your app users like email and phone number to increase the observable conversions available for campaign optimization.
- With this solution, user interactions with your iOS app ads can be matched to app conversions without any user-identifying information ever leaving a user’s device or being disclosed to external parties, including Google.
- This solution can drive strong results. In fact, from experiments we conducted on Google’s inventory, we found that, for apps with a majority of users logging in, implementing on-device conversion measurement for iOS App campaigns drove a median 12% increase in user installs on Google's owned inventory.2
- For advanced users, combine your data with Google campaign data in Ads Data Hub for Marketers.
- Ads Data Hub for Marketers is a cloud-based solution that helps you do custom analysis on your first-party data and Google campaign data to maximize your ROI while respecting user privacy.
- Better understand your customer's path to purchase across their buying journey.
- New data sets—including new YouTube formats and Performance Max—will provide even more opportunities to understand the overall effectiveness of your Google campaigns.
1. Based on Enhanced Conversions customers onboarded between March 2021 - September 2021
2. Google Internal Data, Dec 2022 experiment
