Create a Measurement Plan with Ads Privacy Planner

Question 1

Do you currently measure conversions on your website using sitewide tagging via Google Ads, Google Analytics, or Google Tag Manager?

Question 2

Do you bid towards web conversions using Google Ads or Google Analytics?

Question 3

Does your website collect first-party data like emails, phone numbers or addresses upon conversion (e.g.: purchase, lead, or sign-up)?

Question 4

Do you have a Google Analytics 4 account linked to your Google Ads account?

If you’re using an older version of Google Analytics, select “No.”

Question 5

Do you operate your business in the European Economic Area or in the United Kingdom?

You do not need to be headquartered there.

Question 6

Do you use a consent banner to collect cookie consent from people visiting your website?

Question 7

Have you already set up Consent Mode via the Google tag, Google Tag Manager, or a consent management platform to help your Google tag better understand user consent status?

Clipboard with a checklist of recommended privacy-first measurement solutions

Here’s your measurement plan for driving performance in a privacy-first world

Based on your responses, we recommend the following measurement solutions to help you drive ad performance in a privacy-first world. These solutions work in sync, so we suggest implementing them in the order you see below to make setup easier.

If you work with an agency, use these results to align on the right first-party data strategy and to implement privacy-first measurement for your business

Step

Start with a strong tagging infrastructure Sitewide tagging

As third party cookies - the technology that lets advertisers measure ads across different websites - are phased out, sitewide tagging is vital to continue measuring conversions accurately. Placing the Google tag on all pages of your website is the most important step you can take to build a strong measurement foundation.

Sitewide tagging >

Step

Enable more accurate conversion measurement

When a customer converts on your website, your conversion-tracking tags help capture consented first-party data. Enhanced conversions for web hashes this data and securely matches it to signed-in Google Accounts, allowing conversions to be attributed to ads in a privacy-centric way.

Enhanced conversions for web >

Step

Get insights to inform your marketing strategy Google Analytics 4

Round out your measurement infrastructure by setting up and connecting Google Analytics 4 with your Google Ads account. Google Analytics 4 uses advanced machine learning models to surface customer insights from your first-party data – across both your app and website – to help you improve your marketing.

Google Analytics 4 >

Step

Recover conversions lost due to consent choices Consent Mode

In places where consent banners are required, like the European Economic Area and the United Kingdom, Consent Mode dynamically adjusts data collection based on user consent and helps you measure conversions more effectively through reporting and modelling.

Consent Mode >

Create value with first-party data

When used responsibly, first-party data helps brands build direct relationships with their customers, create value, and boost their advertising performance.

Read the article >

You’re already taking steps to be privacy-ready

Based on your responses, you’ve either already set up the recommended Google Ads measurement solutions to help you drive ad performance in a privacy-first world - sitewide tagging, enhanced conversions for web, Consent Mode, and Google Analytics 4 - or they don’t apply to your business.

Here are some additional resources to learn from today:

Create value with first-party data

When used responsibly, first-party data helps brands build direct relationships with their customers, create value, and boost their advertising performance.

Read the article >

Learn about new privacy-preserving technologies

The Privacy Sandbox is an open-source initiative inviting the industry to collaborate on new privacy-preserving alternatives to third-party cookies and other forms of cross-site tracking.

Learn about Privacy Sandbox >

Subscribe to Think with Google

As the privacy landscape continues to evolve, we’ll be updating this hub regularly with the latest guidance and recommendations. You can get more marketing trends and forward-looking perspectives by subscribing to Think with Google.

Subscribe to Think with Google >

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