As everyone is well aware, the Data Privacy trend is gaining serious momentum. Here in Thailand, the PDPA (Personal Data Protection Act) has already been enacted and enforced, which means that online marketing on the brand side must always obtain consent from users first in order to access the various in-depth insights that will be analyzed and used across other areas of online marketing, or what many people simply call “measurement.”
It is fair to say this has an unavoidable, direct impact on measuring advertising campaigns, since user consent must always be requested first. So if a situation arises where a user does not give consent, what should marketers do? And is there a way to help blend Data Privacy together with campaign measurement for brands? Today, Relevant Audience will introduce everyone to a standout feature that helps solve this very problem, namely Google Consent Mode. If you're ready, let's get to know it together.
What Is Google Consent Mode?
As mentioned above, now that the global Data Privacy trend has officially come into being, prioritizing the security of user data has become a First Priority that brands cannot avoid. Google is well aware of this too, and so it has designed an approach that acts as a kind of intermediary between the user's “privacy policy” and the marketer's “campaign measurement.”
The Google Consent Mode process works according to the principle shown at the bottom of this image.
As you can see in the data transmission process, in cases where the user does not give consent, Google uses an approach in which Machine Learning analyzes the data on the side of “those who gave consent” in order to find a Conversion Modeling. It then applies this model to estimate the data on the side of “those who did not give consent.” Google claims this can help measure conversion data by more than 70%. As a result, this helps marketers access this portion of data and use it to improve campaign performance for better results.
How to Use Google Consent Mode
The Google Consent Mode feature is an API developed to work in conjunction with all of Google's services, whether that's Google Analytics or Google Ads, as well as Google Tag Manager, Gtag, Floodlight, and Conversion Linker. In each of these tools, users can enable the Consent Setting so that marketers can still obtain anonymized user data in the form of a statistical overview, which may include information such as:
Closing Thoughts
So what do you think of this great feature from Google, developed to help marketers and brands work with customer data even when consent has not been granted? Even though the data is obtained anonymously, it can still help brands gain a big-picture view, and most importantly, there is no violation of the law. Simply put, it's better to have it than not. If you want your brand to have more effective online marketing, be sure to follow our great content, as we have updates for you every single day.
Source: Google Blog
Digital Marketing Consulting at Relevant Audience
Relevant Audience is a company that provides services as a Digital Performance Marketing Agency, with the main goal of delivering digital marketing services that help businesses reach the target audiences who are looking for their products or services at the right time, place, and device, through various online channels. Our services cover Search Marketing, Social Media Ads, Search Ads, and SEO (Search Engine Optimization), all the way to Influencer Marketing, and we are also part of the Google Partners program.
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