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friday16 Apr 2021

Google Ads brings Conversion modeling through Consent Mode in European Economic Area and the United Kingdom

https://blog.google

Last year, Google introduced Consent Mode, a beta feature to help advertisers operating in the European Economic Area and the United Kingdom take a privacy-first approach to digital marketing. When a user doesn’t consent to ads cookies or analytics cookies, Consent Mode automatically adjusts the relevant Google tags’ behavior to not read or write cookies for advertising or analytics purposes. This enables advertisers to respect user choice while helping them still capture some campaign insights.

Without cookies, advertisers experience a gap in their measurement and lose visibility into user paths on their site. To help close this gap, Google is introducing conversion modeling through Consent Mode. Consent Mode will enable conversion modeling to recover the attribution between ad-click events and conversions measured in Google Ads. Early results from Google Ads have shown that, on average, conversion modeling through Consent Mode recovers more than 70% of ad-click-to-conversion journeys lost due to user cookie consent choices.

Conversion modeling uses machine learning to analyze observable data and historical trends, in order to quantify the relationship between consented and unconsented users. Then, using observable user journeys where users have consented to cookie usage, their models will fill in missing attribution paths. This creates a more complete and accurate view of advertising spend and outcomes — all while respecting user consent choices.

If you’re an advertiser operating in the European Economic Area or the United Kingdom, have implemented Consent Mode and are using Google Ads conversion tracking, conversion modeling from Consent Mode is available for you today.

And if you aren’t using Consent Mode yet, you have two options to get started. You can implement it yourself on your website by following their instructions. Or if you need some extra help, work with one of their Consent Management Platform partners.

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