Leverage Google Marketing Platform solutions to navigate cookie-less targeting

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 25, 2022, 3:42 PM GMT+0

With Google Chrome phasing out third-party cookies by 2023, companies need to explore options like Google Marketing Platform (GMP) to get their data strategy sorted out in advance.

Utilising GMP’s Consent Mode can help brands access conversion modelling that predicts the number of lost conversions. With this feature, businesses can record the number of users who shared anonymous, cookie-less data to opt-out of tracking. Using such insights can help marketers boost the effectiveness of their bidding strategies.

Similarly, the Google’s Enhanced Conversions feature can enable brands to share personal data of their converting customers with Google, who would then match the data with known Google accounts. As a result, businesses would then be able to attribute a percentage of conversions to advertising.  

Using Google Analytics 4 can further help brands combine web and app data together and leverage predictive analysis to target high intent audiences. Implementing the GA4 feature would also give brands more granular control on the analytics data. Along with ensuring the company’s data usage practices are compliant with privacy policies, GA4 can help maximise the capabilities of the audience and bidding strategies.  

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