Google announced that some GMP users in Europe will set global website markup and template conversion to set first-party cookies. This is what you should know.
Starting in May, Google Ads will set its own cookies with new identifiers through global site tags and Google Tag Manager. As a first-party cookie, it will be unique and limited to users of a specific site.
Why First-Party Cookie?
Google made it clear that they are taking steps to protect privacy, which means that reliance on source data is increasing. With constant changes in the way people track, first party data is more valuable than ever.
In order to create more opportunities for proprietary data-driven solutions, Google announced that it will update the global website code and Google Tag Manager to set same-site cookies on the advertiser’s network domain to help improve conversions attributed to advertisers advertisements.
Google noted that starting in May, this cookie will make conversion attribution more accurate, including situations where users may interact with multiple of your ads before converting.
How it affect Advertisers?
Since Google initially announced FLoC, it recommended that advertisers use global site tags or Google Tag Manager (if not already in use) to implement site-wide tagging.
Advertisers, even if they don’t currently use Google Ads tags for conversion tracking, should consider implementing site-wide tags, such as those that use Google Analytics import or other metric tracking options.
It’s too early to say exactly what its benefits are, but it’s clear that Google Ads is helping Google Ads advertisers deepen their own data sets through global site tags and Google Tag Manager tags, and it is likely that these labels become a reality. With the development of FLoC monitoring and measurement, the basis for future innovation.
Additional Conversion Changes
Last year, Google announced “consent mode” as a beta feature to help advertisers continue to comply with European regulations. The consent mode will automatically ensure that the Google tag will not read or write cookies for advertising or analysis purposes if the user does not agree to the tracking.
Google knows that advertisers have measurement gaps due to data loss, so it has now announced that the agreement model will also allow conversion modeling to fill these gaps.
Google data shows that the “consent model” can compensate for more than 70% of the loss caused by converting ad clicks due to the user’s choice of consent.
Advertisers using the “consent model” will now see updated search, purchase, impression, and video campaign reports with modeled conversion data in the Conversions, All Conversions, and Conversion Value columns.
Modeled conversions will be integrated into campaigns in the same way and with a level of granularity as regular conversions, so that they can be used by Google bidders in the same way as existing conversion data.
Advertisers who have already used the “consent model” will gradually start to improve, because the potential loss of conversions can be captured through modeling. Advertisers in the European Economic Area or the United Kingdom who are interested in implementing the consent model and using Google Ads conversion tracking can start from here or work with one of Google’s many consent management platforms.