Google Ads just announced privacy-focused changes for Analytics, Tag Manager, and enhanced conversio

by WarriorForum.com Administrator
1 replies
A new article on Martech.org reports that the new solutions from Google Ads attempt to preserve user data while ensuring that search marketers have the best information to improve and adjust their campaigns.



In a Google Marketing Livestream preview announcement of upcoming product launches, Vidhya Srinivasan, Vice President of Engineering at Google Ads, wrote about machine learning in Google Analytics, consent mode for Tag Manager, and enhanced conversions with first-party data. Machine learning extended to behavioral analytics in Google Analytics. Google announced GA4 last year, which includes conversion modeling to help close measurement gaps and get better insights into customer behavioral analytics data as privacy becomes more of a concern for users. In today's announcement, Google said they are extending 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. 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."
Enhanced conversions help preserve measurement in lieu of cookies. This is what Google's own blog had to say on the matter:

"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."
#ads #analytics #announced #conversio #enhanced #google #manager #privacyfocused #tag
Avatar of Unregistered
  • So that means their AI has gotten enough learning points from the data they still have access to to fill in the information gaps in the analytics data?

    It kind of gives me the impression they're just giving the appearance of privacy. They don't need your personal information now because they already had it back then, back when they didn't have to ask for consent.
    {{ DiscussionBoard.errors[11666645].message }}

Trending Topics