Google provided essential details about its privacy and measurement solutions in its digital marketing handbook.
The digital marketing handbook is timely amid ongoing and ever-changing consumer privacy expectations and looming regulations, such as the Montana TikTok ban and the AMERICA Act.
In the 31-page guide, Google outlines necessary updates for advertisers that will affect how performance is measured and how to connect with consumers in a meaningful way.
The handbook presents how various key players, such as marketers, agencies and executives, play a critical role in the future of advertising, keeping privacy at the forefront.
Establish relationships with first-party data
The first section of Google’s playbook is dedicated to building a first-party data strategy.
Google emphasizes the importance of providing a meaningful and appropriate value exchange to strengthen customer relationships.
Part of establishing trust in first-party data capture is putting the consumer in control of their information. This is where Apple’s App Tracking Transparency (ATT) policy for iOS apps comes in. Advertisers should review the ATT policy and determine the best course of action to obtain consent in their iOS apps.
Another critical component of a first-party data strategy is the integration of data sources and platforms, such as a CRM platform, into Google’s advertising and measurement tools, such as Google Ads and Google Analytics.
Tools and platforms for accurate measurement
In the second chapter of the digital marketing handbook, Google outlines vital learning areas:
Creating a solid tagging foundation
More accurate conversion measurement with proprietary data and machine learning.
Connect and integrate multiple data sources into Ads Data Hub
Privacy-focused application measurement
The transition to Google Analytics 4 for measurement
What the future of measurement looks like.
Labeling throughout the site
Unsurprisingly, marketing campaigns are becoming increasingly difficult to track for success.
Google’s solution? Adopt a robust tagging infrastructure across the board.
Google offers numerous options for sitewide tagging, including:
The Google tag
Google Tag Manager
Google Tag Manager 360
To improve privacy and security, server-side tagging is available for both versions of Google Tag Manager.
Conversion modeling
Another way Google has adapted to privacy changes is by introducing improved conversions for the web. This type of conversion tracking allows site-wide tags to collect their own data (after user consent), which is then sent to Google.
Google matches the hashed data with the signed-in Google Accounts to attribute the appropriate conversions to Search and YouTube ads.
This is where the conversion model comes into play.
According to Google, conversion modeling will remain a key component of its measurement solutions.
Conversion modeling uses machine learning to capture and cross-reference different signals for better performance.
Google said in the playbook:
Whenever possible, we integrate the conversion model directly into Google’s advertising products,
so you’ll automatically find this modeled data in the conversion reporting column. This gives you an insight
conversions that you would not otherwise have recorded, such as platform restrictions that limit the use of third parties
cookies or other identifiers.
Ads Data Hub for marketers uses BigQuery to aggregate proprietary data and joins Google’s event-level ad campaign data. It also ensures that users’ personal data is protected by privacy controls and is never available to advertisers.
Application focused on privacy and measurement GA4
Following the implementation of Apple’s ATT policy, marketers should prioritize implementing on-device conversion measurement and the Google Analytics SDK for Firebase for their apps.
On-device conversion measurement allows user interactions with app ads to be matched to app conversions, all without user identification leaving a user’s device.
The Firebase SDK can be added to Android and iOS apps, enabling cross-platform measurement capabilities.
To meet privacy expectations, Google Analytics 4 has advanced machine learning to help bridge customer data gaps.
This includes conversion and behavior modeling within the GA4 property. By default, the data-driven conversion model is automatically used. However, advertisers can change the default models.
Updates to the Privacy Sandbox
First introduced in 2019, the Private Sandbox continues to evolve.
Google’s tag solutions are designed to integrate with the Privacy Test Zone’s Attribution Reporting API.
This means that the Reporting API will only report information in a way that does not share the characteristics of the consumer’s identity. Advertisers can expect more aggregate data on conversion tracking.
Using Platform Insights to help drive growth
The final chapter of the Google Digital Marketing Handbook focuses on taking action using the first two chapters.
Highlights:
How to attract your own audiences at scale
Use AI to discover new audiences
Stay up to date with privacy changes
With proprietary data, marketers can adopt customer targeting to reach users of Google properties such as Search, Gmail, YouTube and Shopping. Own data works well with Google’s Smart Bidding models to optimize ROI.
To extend the reach beyond their own data audiences, marketers can use Google Audiences that aggregate a variety of signals using AI to reach target audiences. These signs include:
Demographic information
Interests based on web and application activity
Context during the real-time auction
The Topics API in the privacy test now supports interest-based ads, meaning that a user’s browser can shed light on user interests without tracking site-specific activity.
Summary
Google’s Digital Marketing Handbook summarizes many announcements made over the past 6-12 months.
Whether marketers already have a privacy strategy in place or are just getting started, the guide is a great starting point.
Get the complete Google playbook here.
Featured Image: KorArkaR/Shutterstock
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