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