The 2021 Google Marketing livestream discussed new features and updates of Google analytics, which will innovate the way marketers measure progress. This event showcases how brands can take advantage of Google analytics to develop a greater understanding of their company and customer base. Google’s virtual only event centered around the theme of consumer privacy, a growing issue in today’s virtual world. Now more than ever, people are concerned with how their technology interacts with them on a daily basis. This includes personal identification, location tracking, recording technology, and specialized content.
Depending on the person, consumer privacy may excite or scare people. The issue has become particularly interesting with the rise of the Covid-19 pandemic. People progressively spend more time online, shifting work and shopping behaviors. Professionals have learned to work remotely, resulting in innovative solutions and platforms. Retail stores were also closed and limited, causing people to mostly shop online. The pandemic forced the future to arrive early, further infiltrating people’s lives with their own technology.
This societal event resulted in a change of individual behaviors, which many companies have been able to successfully monetize. Google Marketing has applied these changes to analytics and how businesses can interact with customers online. Philipp Schindler, the Chief Business Officer of Google, stated that it is Google’s goal to help businesses navigate the “unique difficulties of this year” to “help you navigate this once in a lifetime digitization moment”. The world has become incredibly digitized, and Google wants to help businesses capitalize on this with digital marketing and analytics. Below are the top ten updates from Google Marketing that allow for individuals to reach Schindler’s goal in navigating the upcoming year.
1. Customer Match:
Given you meet the necessary requirements, Google will be allowing almost all advertisers to utilize the Customer Match technology. This is exciting for marketers, because Customer Match allows businesses to pinpoint their audience when using Google campaigns. Marketers can upload email lists and create custom audiences for a product or the specific campaign, which develops engagement for both old and new customers. Google Marketing made it clear that transparency will be an essential component of marketing technology, while also allowing for businesses to thrive on the ability to create a captivating campaign. Customers will receive tailored ads in a privacy-safe manner.
2. Consent Mode:
Consent mode will now include conversion modeling, which will specifically help businesses when users decide to opt out of the consent form. Advertisers will have access to more detailed conversion insights while respecting the user’s content. This feature is specifically designed for the European Economic Area and the United Kingdom to recover nearly 70% of conversion journeys that are typically lost due to Consent Mode. The purpose of this mode is to allow users to control how Google tags react to consented information, including ads cookies and analytics. Those tags can then adapt to the given consent, utilizing Google’s measuring tools. Every company will be able to respect privacy legislation while still effectively gaining information on conversions. Brands can enable these features in the Google Tag Manager settings.
3. Integration of Youtube and Display: