Drive ad performance in a privacy-first world

Higher expectations for privacy are changing the way marketers reach their audiences and measure results.

This is a guide to measuring and driving ad performance with the right strategy and solutions, all with privacy in mind.

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Making ads useful, relevant and more secure

At Google, our goal is to enable an ad-supported, open internet that creates opportunities for businesses to grow, while respecting people’s preferences for privacy.

That’s why we approach our products, programmes and partnerships with a long-term privacy lens that’s focused on adapting to a changing, complex environment.

Learn more about our commitment to privacy.

The changing digital ads ecosystem

Consumer expectations

People want to be in control of their data and expect it to stay secure, private and unexploited.


Lawmakers around the world are putting comprehensive data privacy laws in place to give control to internet users and to protect user data.

Platform changes

Browsers and mobile operating systems like iOS and Android are shifting away from tracking people across sites and apps by restricting third-party cookies and identifiers.

Key regulations where you are

We recommend researching which privacy regulations apply to your business and seeking legal counsel to stay up to date on the evolving regulatory landscape in your market. The main regulation to consider in Hong Kong is:

These changes could impact ad performance

Without proactive measures, regulatory and technology changes could affect your ability to reach relevant audiences, measure their marketing performance and win customer trust.


Ad and analytics platforms may lose conversion tracking data for same-device and cross-device conversions.


Restrictions on third-party cookies can make remarketing lists smaller, impacting your ability to reach an engaged audience.


Loss of data hinders accuracy and complete measurement of conversions. Over time, this could mean drops in return on ad spend and top-line revenue.


In today’s digital environment, brands that don’t give privacy the attention it deserves risk losing customer trust.

80% of APAC Internet users surveyed agree that their online privacy is important to them.

Source: Google/IPSOS, APAC Consumer Expectations: Understanding Data Privacy Ethics for Effective Marketing, Australia, Hong Kong, India, Indonesia, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam, n=16,500, Internet users, January-May 2022

Build your privacy-first Google Ads strategy

Taking steps to be privacy-ready can be daunting. Google is here to help you continue to drive advertising performance while protecting people’s privacy.

With the right strategy and privacy-preserving technologies in place, you can continue to reach customers with relevant ads and measure the results – even when relying less on third-party cookies.