Protect data using Google tools

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 28, 2021, 2:24 AM GMT+0

Evaluate privacy awareness, train staff, and recruit data-savvy employees to create effective cookieless ad campaigns.

With regulations like the CCPA, companies would do well to develop first-party data collection strategies for a cookieless web. Businesses should reduce their dependence on third-party monitoring, invest in data-driven campaigns, and resolve internal data-sharing issues.

Audit data collection processes like website tagging on Google Ads and ensure first-party data is being transferred to appropriate CRM platforms. Tools like Google Sitewide Tagging can enhance the use of first-party cookies across the Google stack and Conversion Linker Tag can help measure conversions on Google Ads.

Brands should prepare for Apple's iOS 14 update by confirming their domain, updating Facebook to SDK, and prioritising pixel events. Creating consent policies that comply with all legislations using consent management solutions and updating to Google Analytics 4 can help brands secure analytics.

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