- Google’s playbook provides privacy and measurement solutions for digital marketing.
- The playbook addresses consumer privacy expectations and impending regulations.
- It emphasizes building relationships with first-party data and using tools for accurate measurement.
Google provided essential details about its privacy and measurement solutions in its digital marketing playbook.
The digital marketing playbook is timely amidst the ongoing and ever-changing consumer privacy expectations and impending regulations such as the Montana TikTok ban and the AMERICA Act.
In the 31-page guide, Google outlines need-to-know updates for advertisers that will affect how performance is measured and how to connect with consumers in a meaningful way.
The playbook introduces how different key players, such as marketers, agencies, and executives, play a critical role in the future of advertising while keeping privacy at the top of mind.
Building Relationships With First-Party Data
The first section of Google’s playbook is dedicated to crafting a first-party data strategy.
Google outlines the importance of providing a meaningful and appropriate value exchange to strengthen customer relationships.
Part of establishing trust in capturing first-party data is putting the consumer in control of their information. This is where Apple’s App Tracking Transparency (ATT) policy comes in for iOS apps. Advertisers should review the ATT policy and determine the best action for consent in their iOS apps.
Another critical component of a first-party data strategy is integrating data sources and platforms, such as a CRM platform, into Google’s advertising and measurement tools, like Google Ads and Google Analytics.
Tools & Platforms For Accurate Measurement
In the 2nd chapter of the digital marketing playbook, Google outlines vital areas of learning:
- Creating a solid tagging foundation
- More accurate conversion measurement with first-party data and machine learning.
- Connecting and integrating multiple data sources to Ads Data Hub
- Privacy-focused app measurement
- The transition to Google Analytics 4 for measurement
- What the future of measurement looks like.
Unsurprisingly, marketing campaigns have been increasingly more difficult to track success.
Google’s solution? Adopt a solid sitewide tagging infrastructure.
Google provides numerous options for sitewide tagging, including:
- The Google Tag
- Google Tag Manager
- Google Tag Manager 360
For enhanced privacy and security, server-side tagging is available for both versions of Google Tag Manager.
Another way Google has adapted to privacy changes is by introducing enhanced conversions for the web. This type of conversion tracking allows sitewide tags to collect first-party data (after a user consents), which is then sent to Google.
Google matches the hashed data to signed-in Google accounts to attribute appropriate conversions to Search and YouTube ads.
This is then where conversion modeling comes into play.
Per Google, conversion modeling will remain a key component of their measurement solutions.
Conversion modeling uses machine learning to capture and cross-reference the different signals for better performance.