Vidhya Srinivasan, Vice President of Engineering at Google Ads, talked about machine learning in Google Analytics, consent mode for Tag Manager, and expanded transformations utilizing first-party information at a Google Marketing Livestream preview declaration of upcoming item launch.
As customers’ privacy concerns grow, Google released GA4 last year, which features conversion modeling to assist eliminate measurement gaps and gain greater insights into consumer behavioral analytics data. Google said today that they are expanding their advanced machine learning capabilities to behavioral analytics reporting in GA.
“For example, if there is a gap in the number of new users a campaign has gained, we will now utilize modeling to assist fill that gap in User Acquisition statistics. This function, with or without cookies, will aid marketers in better understanding the consumer journey throughout their applications and websites,” Srinivasan stated.
Advertisers in Europe and the United Kingdom can use consent mode to change how Google tags consumers based on their consent status. Consent Mode employs conversion modeling to assist marketers to measure the customer decision journey instead of cookies if a user does not consent to the usage of cookies.
According to Google’s Vice President of Engineering, “to make it easier for their website to connect with Consent Mode, we’ll soon provide access straight via Tag Manager accounts where they’ll be able to adjust and configure tag behavior in response to users’ consent options.”
When cookies aren’t an option, first-party and consented data can be used to fill in the gaps.
“Enhanced conversions enable tags to access consented, first-party data and provide a more accurate picture of how consumers convert after engaging with ads. Marketers will also be able to obtain the data they require to get performance insights, such as conversion lift, and better measurement in scenarios where their ad is displayed on one device but the user converts on another. The data is always scrambled to preserve user privacy and maintain security”, according to the Google blog.
These Google Ads solutions try to safeguard user data while ensuring that search marketers have the greatest information to enhance and alter their campaigns, in light of the ongoing discussion about user privacy and preserving targeting and measurement accuracy for advertisers.