Google Analytics to Use Machine learning to gather Data when left cookie-less

By Shermy
Google Analytics to Use Machine learning

People find it difficult to get the return of what they have invested but when they know their customer's action they will be able to yield better returns. When you know your customer's search intent it will help them convert more.

A person clicks on to your Ad, only if he finds its use or relevancy to their search. Talking about search intent, how would you know what your customer wants?

This depends on various factors, but one of the factors is cookies. Most of the site checks with the customer if they can use their cookies.  The advertisers will be able to identify the intent of the customers who have agreed to share their cookies with the site.

It has been so hard to track users who have denied to share the cookies and to use the only data given.

"In today's evolving privacy landscape, growing your business calls for new approaches to measurement that preserve advertising performance and also put the user first. "- Google Ads

Google is helping advertisers in adapting to new privacy-safe techniques to have accurate measurements of their users.

Google has given a glimpse of the updates that are about to be launched in the Google marketing live. Most of the updates are useful for advertisers who are in need of data but do not have cookies available. 

They have also introduced a privacy-safe measurement technique where the data is collected using machine learning and first-party data.

"And while this can seem daunting, we're here to help you succeed in a world with fewer cookies and other identifiers with new ways to respect user consent, measure conversions and unlock granular insights from your sites and apps."- Google Ads

These new updates will help advertisers achieve a better audience with or without the use of cookies. These new updates will help advertisers convert more and gather insights with respect to customers consent.

Here is a short preview of what features Google will be rolling out in the Google Marketing live,

  • Google allows advertisers to adjust tags according to the user's consented data.
  • More first-party conversion data means better measurement
  • Google plans to use Machine learning in places where the cookies are not available

Google allows advertisers to adjust tags according to the user's consented data.

When trying to get hold of consented data it is important for the advertisers to build a strong foundation. Google also advised its users to make strong tagging infrastructure so that they can make use of the users provided data to measure the insights. This will help the advertisers to measure the Ad campaign performance.

Google provides its users with the information and controls their data with Google and for the advertiser, Google has provided us with new features in the way respect user's consent data so advertisers can use the data provided to achieve a better audience.

"For advertisers operating in the European Economic Area and the U.K., Consent Mode helps you achieve this by adjusting how Google tags operate based on user consent choices for ads cookies or analytics cookies. When users don't consent to cookies, Consent Mode will use conversion modeling to recover, on average, more than 70% of ad-click-to-conversion journeys, ensuring that you continue to measure the complete performance of your media in a privacy-safe way." - Google Ads

Google has also informed that they will be implementing a consent mode to the Google tag manager account. This will help marketers to integrate with the user data. The consent mode will also allow you to modify and customer tag behaviour.

Using the new feature advertiser will be able to fetch accurate measurements for the accounts with consent choices.

More first-party conversion data means better measurement

When the advertisers use the Google Ads tag feature and first-party data of users they will be able to obtain more comprehensive reports and this will also help in better optimization. When these two are combined it creates a stronger foundation and also provides privacy-safe methods to obtain precise insights.

When the enhanced conversions are used with tags are used it will help in better conversions for the consented data and when the advertisers use first-party data it will help marketers get accurate data of how many engagements a site gets.

"Advertisers currently testing enhanced conversions are already seeing positive results. U.K.-based retailer ASOS set up enhanced conversions across Search and YouTube to help them close measurement gaps due to browser restrictions and cross-device behaviour. This enabled them to measure conversions that would otherwise not have been captured and improved return on ad spend (ROAS) with a recorded sales uplift of 8.6% in Search and 31% in YouTube." - Google Ads

Google plans to use Machine learning in places where the cookies are not available

Google also has planned to introduce a Google machine learning models tool that will help advertisers gain in-depth behavioural analytical data and better optimization. Last year the new Google analytics was introduced to combine both machine learning and surface learning to enhance the data that made a huge difference to the campaigns.

Google has also mentioned that they will be enlarging the Google machine learning model to intrude with the report as well.

For instance; when advertisers do not have the sufficient resource to fill their user acquisition report, because of cookies Google helps them fill the information using Google machine learning language models.

"With or without cookies, you'll be able to enhance your understanding of the customer journey across your app and website and use those insights to improve your marketing."- Google Ads

Coming to an end, Google keeps rolling out features that are useful for the advertisers and the users. Now marketers can use machine learning to get data where cookies are not available and also build a foundation using tag feature and first-party data. Speaking about updates the Google Marketing Live will be conducted on the 27th of May, 2021 from 8.00 - 11.00 am. Make sure to stay connected with us to get more information about the live updates and announcements.

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