Attribution: Strategies for Optimising Google Ads Performance in a Cookieless World with Ian Lewis, Launch (episode 228)
by Chloe ThomasIan Lewis is the Head of Data & Analytics at Launch, the happy performance agency. And not just happy, they are also Google Premier Partner and twice winners of Europe’s best small PPC agency.
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Dive in:
[07:54] Google Ads changes driven by new privacy legislations.
[09:53] Cookie consent tools integrate with Google’s ad system.
[14:12] Google uses first-party data despite cookie declines.
[17:33] Collect data to enhance user experience and ads.
[19:47] Shopify collects data easily integrating with platforms.
[24:08] Time changes carefully to avoid data misalignment.
[25:43] Insider Tips from Ian!
Implementing Consent Mode V2
Consent Mode v2 is a Google Ads update designed to help advertisers comply with privacy regulations. It also helps collect user data more effectively. Consent Mode V2 requires websites to get explicit consent from users before setting cookies. This update is crucial for ensuring compliance with privacy laws like GDPR and CCPA. It’s also important for improving data collection and ad performance. To implement Consent Mode v2, use a cookie management platform and integrate it with Google Tag Manager. A functioning cookie banner is key for obtaining valid consent and ensuring that Consent Mode v2 works correctly.
Utilizing Enhanced Conversions
Enhanced Conversions is a Google Ads feature that lets advertisers track conversions even when users have declined cookies. It uses first-party data to match users across different devices and platforms. This feature is important for accurate conversion tracking, improved targeting, and enhanced reporting. To set up Enhanced Conversions, enable it in Google Ads and Google Tag Manager. Using first-party data provides valuable insights into user behavior and conversion paths. This is especially helpful for websites with high cookie decline rates.
Why You Need First-Party Data
First-party data is data collected directly from users on a website or app. This data is valuable because it gives a competitive advantage. It also enables personalized marketing, improves measurement, and future-proofs marketing strategies. To leverage first-party data, brands should actively collect it whenever possible. Then, integrate it with marketing platforms. Use it for various purposes like segmentation, remarketing, and customer matching. With first-party data, brands can enhance their marketing efforts and get better results.
Listen to hear Ian’s Insider Tips on Attribution and Privacy!
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