In May of 2021, Google announced new privacy controls intended to provide users with the ability to share and protect their personal information to the extent that they felt most comfortable by allowing users to determine who has access to their personal data. A new password management system was introduced, as well as users gained the authority to delete the last fifteen minutes of their search history.
How These Changes Will Affect Digital Marketing
As digital marketing is a data-driven industry, of course, the exclusion or restriction of certain key data will cause heads to spin. You may be wondering, what data will we use if not through remarketing? If this year, big brands do not carry out a data collection strategy, they will surely lose competitive advantage as well as relevancy to their customers.
Solution? Enhanced Conversions
While it’s true that users can take advantage of the new Google ad changes by opting out of certain cookies that enable conversion tracking, Google has come up with an innovative solution to continue digital marketing and data collection: enhanced conversions. Enhanced conversions require first-party data (name, email, home address, phone number). While customers will provide that information as part of the conversion, they can also opt-out of having that information used for marketing purposes.
In the instance that the customer chooses to opt-out of having their information used for marketing purposes, your conversion tracking system will automatically collect the data and pass it to Google for analysis. Google can then anonymize the conversion data to use for digital marketing.
As Vidhya Srinivasan, the VP/GM of Buying, Analytics and Measurement for Google Ads explained: “We’re here to help you succeed in a world with fewer cookies and other identifiers with new ways to respect user consent, measure conversions and unlock granular insights from your sites and apps.” Enhanced conversion takes a while to begin to work, once it’s set up, Google will collect data for up to 75 days before you’ll have access to enhanced insights.
While these changes may feel overwhelming, there are more exciting and helpful developments coming soon. As more users opt-out of having their data collected, it could become increasingly difficult to gain access to the analytics essential to online advertising. But not to worry, Vidhya Srinivasan explains further by saying “Soon, we’ll extend Google’s advanced machine learning models to behavioural reporting in Analytics. For example, if there is incomplete data in your User Acquisition report due to cookies not being available, we’ll now use modelling to help fill gaps for a more complete view of the number of new users your campaigns have acquired.”
Understanding your customer journey is vital and It’s not only possible to get conversion data while respecting user privacy; it’s necessary.
Contact idig Marketing today to learn how our team can create a Google Ads strategy
that will drive more sales and growth for your brand.
idig Marketing is a full-service digital agency that generates meaningful website traffic and drives high-value leads to your organization. By optimizing organic content with paid advertising our custom methodology is adapted to meet your requirements and exceed your objectives.