Think Measurement Bootcamp - Session 1 // Ready. Set. Grow.

Summary

本视频是关于谷歌Think Measurement Bootcamp的第一期课程，由Radzi Chinyanganya主讲。课程聚焦于2024年数字广告的深刻变化，强调用户隐私和数据保护的重要性。介绍了新的同意模式，强调其在AI驱动的营销时代中，对于维持最佳转化基础和提高建模质量的重要性。同时，讨论了与数据保护官（DPO）合作的策略，以及如何通过Google Ads解决方案，特别是同意模式，来构建强大的营销策略，为未来做好准备。

Takeaways

• 🏋️‍♂️ 体育和健身一直是Radzi Chinyanganya生活的重要组成部分，他作为数字营销测量教练，强调了测量策略的重要性。
• 🔍 2024年将见证深刻的变化，包括新的同意模式版本，这对提高模型质量和保护用户隐私至关重要。
• 🚗 如果将AI比作车辆，数据就是GPS，对于构建强大的营销策略至关重要。
• 🤖 在两个Think Measurement Bootcamp会议中，将与Google专家会面，探讨如何提升知识水平，为未来做好准备。
• 🛠️ 今天的重点是了解如何保持竞争力，以及如何利用Google Ads解决方案，特别是同意模式这一变革性工具。
• 🌐 与Google的合作和使用Google Ads解决方案可以帮助数字营销人员适应新的技术和监管环境。
• 📈 同意模式的升级使营销人员更容易与Google共享用户内容信号，以实现个性化广告。
• 📊 Google Analytics 4是AI就绪和隐私导向的，是数字营销变化的核心。
• 🔑 营销人员应尽快采取四个关键步骤：收集有效用户同意、实施同意模式、迁移到Google Analytics 4、升级到最新的Google Ads API和SDK。
• 🛡️ 同意管理平台（CMP）可以帮助广告商管理用户同意收集，符合数据保护法律和规定。
• 📈 通过实施同意模式，VELUX等公司看到了会话增加41%，移动交易增加16%，桌面交易增加23%的积极结果。
• 🤝 与DPO和法律顾问的合作对于确保营销策略的顺利进行至关重要，他们可以帮助营销人员在复杂的隐私环境中实现业务目标。

Q & A

什么是Think Measurement Bootcamp？

Think Measurement Bootcamp是一个由Radzi Chinyanganya主持的培训课程，旨在帮助数字营销人员通过与Google合作，了解如何建立强大的测量策略，为2024年的成功做好准备。

为什么数字营销人员需要关注测量策略？

数字营销人员需要关注测量策略，因为一个良好的测量策略可以帮助他们更好地理解广告效果，优化营销活动，并适应不断变化的隐私法规和技术环境。

为什么2024年对数字广告来说是一个关键的年份？

2024年对数字广告来说是一个关键的年份，因为预计会有许多重大的技术变革和隐私法规的实施，这将深刻影响数字广告的运作方式。

什么是同意模式（Consent Mode）？

同意模式是Google提供的一种工具，它允许广告商根据用户的同意偏好调整Google标签和SDK的行为，同时使用模型来估计未同意用户群体的转化情况，从而提供更准确的数据。

为什么同意模式对AI驱动的营销时代至关重要？

同意模式对AI驱动的营销时代至关重要，因为它确保了用户同意选择得到尊重，并且通过模型估计未同意用户的转化，这对于AI算法进行有效的广告投放和预算分配至关重要。

什么是Google Ads API和SDK的升级？

Google Ads API和SDK的升级是为了确保用户同意信号能够通过Google工具传递，这对于维护在线受众功能和防止受众数据退化是必需的。

为什么营销人员需要收集有效的用户同意？

收集有效的用户同意是遵守数据保护法规和确保广告和营销活动合法性的关键步骤，同时也有助于维护用户的信任和满意度。

什么是Google Consent Management Platform（CMP）合作伙伴？

Google Consent Management Platform（CMP）合作伙伴是技术合作伙伴，他们提供的解决方案帮助广告商管理用户同意收集，符合数据保护法规，并与Google的同意模式和标签管理器集成。

为什么营销人员应该尽快实施同意模式？

营销人员应该尽快实施同意模式，以确保他们能够继续有效地测量广告效果，同时遵守即将到来的隐私法规变化，避免性能损失。

为什么数据和测量对增长至关重要？

数据和测量对增长至关重要，因为它们为营销人员提供了关于广告效果和用户行为的洞察，这有助于他们做出更明智的营销决策，优化广告投放，并提高投资回报率。

为什么高质量的同意数据对成功的AI至关重要？

高质量的同意数据对成功的AI至关重要，因为它们为AI算法提供了准确的输入，使得算法能够做出更有效的预测和决策，从而提高营销活动的效果。

为什么营销人员需要与数据保护官（DPO）建立合作关系？

营销人员需要与DPO建立合作关系，因为DPO在确保营销活动遵守隐私法规和数据保护要求方面发挥着关键作用。通过与DPO合作，营销人员可以确保他们的策略既创新又合规。

为什么营销人员应该尽早与DPO沟通？

营销人员应该尽早与DPO沟通，以便DPO有足够的时间来评估营销计划的合规性，并提供必要的指导和建议，从而避免在营销活动实施过程中出现隐私问题。

为什么营销人员需要了解DPO的角色和需求？

营销人员需要了解DPO的角色和需求，因为这有助于他们更有效地沟通和协作。了解DPO关注的问题和他们需要的信息，可以帮助营销人员更好地准备和呈现他们的营销计划。

为什么营销人员应该避免使用行业术语与DPO沟通？

营销人员应该避免使用行业术语与DPO沟通，因为DPO可能来自不同的专业背景，不一定熟悉特定的营销术语。使用清晰和简单的语言可以帮助DPO更好地理解营销计划，并提供更有效的反馈。

为什么营销人员需要准备与DPO沟通的资料？

营销人员需要准备与DPO沟通的资料，因为这些资料可以帮助DPO更快地理解营销计划的细节，包括数据的收集、处理和使用方式，以及营销计划如何符合隐私法规的要求。

为什么营销人员应该考虑DPO的建议和反馈？

营销人员应该考虑DPO的建议和反馈，因为DPO的专业知识可以帮助识别和解决潜在的隐私风险，确保营销计划的合规性，并可能提供改进营销效果的建议。

Outlines

00:00

😀 欢迎加入Think Measurement Bootcamp

Radzi Chinyanganya作为主持人，开启了Think Measurement Bootcamp的第一节课程。他强调了体育和健身对他生活的重要性，并类比了数字营销人员需要的测量策略。他提到了2024年的重大变化，包括新的同意模式和GDPR引发的隐私浪潮，以及数据在AI驱动的营销策略中的重要性。本段还介绍了与Google专家的对话，探讨了如何提升知识水平，构建面向未来的营销策略。

05:03

🔒 隐私与数据保护：数字广告的关键步骤

Aude Conques Ravaux讨论了数字广告领域的重要时刻，强调了消费者对透明度和数据使用控制的需求。她提到了AI技术的发展和第三方cookies等旧技术的替代。Aude强调了为持久测量和AI准备采取行动的重要性，并提出了四个关键步骤：收集有效用户同意、实施同意模式、迁移到Google Analytics 4以及升级Google Ads API和SDK。

10:04

🛠️ 构建持久的测量基础：CMP与同意模式

Dennis Gingele介绍了Google同意管理平台（CMP）的合作伙伴，他们如何帮助广告商收集用户同意并构建持久的测量基础。他提到了消费者对数据透明度和控制的需求，以及CMP在管理用户同意选择和与Google标签通过同意模式通信中的作用。通过VELUX的案例，展示了实施同意模式后在转化率上的提升。

15:05

🌐 同意模式的升级与实施

Carl Fernandes讨论了同意模式的重要性，以及它如何帮助企业适应AI技术和监管变化。他解释了同意模式的工作原理，包括如何与用户的同意选择通信，并调整Google标签和SDK的行为。Carl还介绍了同意模式的新参数，强调了建模在提高测量准确性方面的作用，并提供了实施同意模式的实际步骤和建议。

20:06

📈 实践中的同意模式：成功案例分析

Mirko分享了Blackroll公司实施同意模式后取得的积极成果，包括会话数、移动交易和桌面交易的增长。他讲述了公司面临的挑战，以及通过与CMP合作和实施同意模式后如何改善了数据跟踪和营销归因。此外，还强调了高质量数据对AI驱动的营销策略的重要性。

25:07

🤝 与数据保护官合作：营销人员的角色

讨论了营销人员如何与数据保护官（DPO）合作，以确保营销策略的顺利进行和隐私合规。强调了早期介入、透明度和准备充分的重要性。提到了DPO的背景和他们在广告技术领域的角色，以及营销人员如何帮助DPO理解广告技术，以便更好地进行风险评估和支持业务目标。

30:08

📆 展望2024：隐私视角下的营销策略

最后一段概述了即将到来的资源和即将举行的Think Measurement Bootcamp第二节课程，该课程将在2月15日举行，届时将进一步探讨同意数据如何为工具和测量提供支持。同时，还提到了营销人员需要与法律顾问和隐私专家合作，以确保他们的营销活动符合新的隐私法律和指导方针。

Keywords

💡数字广告

数字广告指的是通过数字渠道，如互联网、移动设备等进行的广告活动。在视频中，数字广告正面临重大变化，消费者要求更多的透明度和对自己数据使用的控制权。数字广告的变革与隐私保护和人工智能技术的发展紧密相关。

💡透明度

透明度是指信息的公开程度，让消费者了解他们的数据如何被使用。视频中提到，消费者要求更多的透明度，这涉及到数字广告的隐私政策和数据处理方式，以增强消费者的信任。

💡控制权

控制权在视频中指的是消费者对自己个人信息使用方式的决定权。随着隐私保护意识的提高，消费者越来越重视对自己数据的控制，这影响了数字广告的策略和实践。

💡人工智能（AI）

人工智能是计算机科学的一个分支，它试图理解智能的实质，并生产出一种新的能以人类智能相似方式做出反应、学习、推理和决策的智能机器。视频中提到AI作为营销策略的一部分，强调了数据作为AI的'GPS'，指导营销决策。

💡数据保护

数据保护是指采取适当的技术和组织措施来保护个人信息免受未经授权的访问、泄露、破坏或丢失。视频中强调了数据保护的重要性，并讨论了如何在尊重用户隐私的同时进行有效的数字营销。

💡同意模式（Consent Mode）

同意模式是Google提供的一种工具，用于在遵守用户同意选择的同时，调整Google标签的行为，以收集数据。视频中提到同意模式的升级，强调了它在维护用户隐私和优化广告效果中的关键作用。

💡第一方数据

第一方数据是指直接从数据主体（如消费者）收集的数据。视频中提到，应用第一方数据策略和Google AI解决方案，如Performance Max和价值基础出价，可以成功地进行营销活动。

💡通用数据保护条例（GDPR）

GDPR是欧盟的一项关于数据保护和隐私的法律，旨在给予公民更多对自己个人数据的控制权，并简化国际商业的监管环境。视频中提到GDPR作为隐私保护立法的里程碑，推动了对用户隐私的重视。

💡Google Ads API

Google Ads API是一个应用程序接口，允许开发者以编程方式访问和使用Google Ads的多种功能。视频中提到，市场人员需要升级到最新版本的Google Ads API，以确保用户同意信号能够通过Google工具传递。

💡同意管理平台（CMP）

同意管理平台是帮助广告商根据数据保护法律和规定管理用户同意收集的软件解决方案。视频中提到CMP在部署同意横幅和指导同意管理过程中的直接作用，以及它们如何与Google同意模式和Google标签管理器集成。

💡数据建模

数据建模是创建数据的抽象表示的过程，通常用于数据分析和系统设计。在视频中，数据建模与同意模式结合使用，以估计未提供同意的用户群体的转化情况，从而提供更准确的数据以优化广告效果。

Highlights

Radzi Chinyanganya 作为您的测量教练，强调了体育和健身在他生活中的重要性，并将其与数字营销策略的强健性进行了比较。

2024年将见证深刻的变化，包括同意模式的最新版本，这对提高建模质量至关重要。

GDPR 引发了对隐私的重视，AI作为工具，数据则是您的GPS。

通过两个Think Measurement Bootcamp会议，Radzi将与Google专家会面，探讨如何提升知识并构建强大的营销策略。

Aude Conques Ravaux 讨论了数字广告的重要时刻，包括客户对透明度和数据使用控制的需求增加。

强调了为持久测量和AI准备采取行动的重要性，以及Google在隐私方面的长期视角。

如果不立即采取行动，营销人员将面临性能迅速下降的风险。

营销人员应尽快采取的四个关键步骤，包括收集有效用户同意和实施同意模式。

Google Analytics 4的迁移是关键步骤之一，它是AI就绪和隐私导向的。

营销人员需要升级到最新的Google Ads API和SDKs，以传递用户同意信号。

Dennis Gingele 讨论了Google同意管理平台（CMP）合作伙伴的重要性和它们如何帮助广告商管理同意收集。

VELUX通过实施CMP和同意模式，实现了44%的转化率提升。

Carl Fernandes 讨论了同意模式的核心作用，以及它是如何工作的。

通过同意模式的建模，可以恢复因用户拒绝同意而丢失的65%的点击到转化的路径。

实施同意模式时需要考虑的三个因素，包括尊重用户选择的同意横幅、全站标记和EEA流量的考虑。

Mirko分享了Blackroll实施同意模式后，会话增加了41%，移动和桌面交易也有所增加。

专家小组讨论了作为营销人员如何与数据保护官（DPO）合作，确保流程顺利进行。

强调了营销人员与DPO合作的重要性，以及如何通过提供必要的信息和早期介入来简化流程。

最后，Radzi Chinyanganya 提醒观众关注即将到来的额外资源，并邀请他们参加Think Measurement Bootcamp的第二次会议。

Transcripts

Hello, my friends

and welcome to Think Measurement Bootcamp: session one.

My name is Radzi Chinyanganya and I'm officially your measurement coach.

Now I've got to say sports and fitness have always been a massive part of my life

and having worked in sport for many years, I've seen up close just what it takes

for athletes to become stronger and more resilient.

And much like physical fitness, as a digital marketeer

you need your measurement strategy to be in good shape,

and that's why we've teamed up with Google to take you on a journey

that will set you up for success in 2024.

2024 will see profound changes...

The latest version of consent mode is very important.

It also improves the quality of your modelling.

I feel like GDPR really kickstarted a wave of privacy.

If AI is the vehicle, data is your GPS.

And across two Think Measurement Bootcamp sessions

I'll be meeting Google experts to find out how you can level up your knowledge

and build a powerful marketing strategy to be ready for the future.

Today is ultimately all about what you need to do to stay in the game

and how your partnership with Google and Google Ads solutions

can help you; especially consent mode.

This is a game-changing tool

if you want to harness the power of AI

and to get your measurement foundation set for 2024.

But first, I'm off to meet Aude Conques Ravaux

Google's Head of Ads Privacy Regulatory Readiness and Velocity

here in EMEA, to talk about the steps you need to take today

to get ready, set, grow.

Aude, it's an absolute pleasure to meet you

and you have to come again because the London weather currently is amazing.

This never happens, but I'm also excited to talk to you about Google Ads users

and the changes that they can make to prepare for the coming times.

So with that said, what are your priorities in the coming weeks?

So I work with Google’s go to market team leading

Ads Privacy Regulatory Readiness here in EMEA.

Today we are in a pivotal moment for digital advertising

as customers are asking for more

transparency and greater control over how their data is being used.

Incredible AI technologies are unlocking new capabilities

and opportunities for marketers and old technologies such as third-party cookies

are being replaced by more privacy-preserving ones.

At the same time, new regulations in

active development are going into effect across the globe.

So the focus at the moment is to ensure that advertisers, agencies

and partners are aware of the key steps they should take to get ready.

These steps are the foundation for durable measurement,

and it's important to take action now to avoid losing performance.

How do you be durable and AI-ready?

Customers' expectations,

as well as the regulatory and technological landscape, are evolving.

So digital advertising needs to evolve to adapt

to those changes to keep on delivering business results

marketers are looking for.

It is what we mean by durable.

Also, advances in AI

are unlocking new capabilities, providing marketers with stronger growth,

more exciting creatives and accurate measurement,

all while respecting and protecting user privacy.

So we have seen success in marketing campaigns when first-party

data strategies are applied with Google AI

in solutions such as Performance Max, value-based bidding and Demand Gen.

For marketers, getting their data and measurement

strategies AI-ready can be a lot of work.

But we are here to help.

At Google we have taken a long term view on privacy to develop durable solutions

by upgrading our advertising tools

to help our customers succeed in this changing environment.

Big question now, what happens if marketers don't act now?

If they don't take action now, marketers will run the risk of rapidly losing performance.

Data and measurement are critical to growth.

So the work today is the foundation for durable performance.

And how would you actually go about building strategy?

There are four key steps marketers should take as soon as possible.

First, they need to collect valid user consent

respecting legal requirements in their markets and they should ensure

they are compliant with Google's existing EU User Consent Policy.

So that's the first step,

what would the next one be?

Next is to implement consent mode,

which communicates user consent status with Google tools.

We recently released an upgrade of this solution that makes it easier for marketers

to share user content signals for personalised advertising with Google.

This upgrade will be required by March this year

to preserve online audience functionalities with Google.

So valid user consent, implement consent mode.

Is there a step three?

It’s the migration to Google Analytics 4.

So it's our new version of Google Analytics

that is both AI-ready and privacy-forward serving

those two core shifts we are seeing in digital marketing.

Is there anything else that we should know?

Yes. The last step for marketers is to ensure they upgrade to the latest

version of Google Ads APIs and SDKs

to pass user consent signals with Google tools, and these upgrades

will be required by March this year to prevent audience data from degrading.

In terms of upgrades and implementations

how could that help a digital marketer?

So each of those four steps will help marketers get ready.

These are the four key actions they should focus on now.

Ahead of Chrome's

plan to deprecate third-party cookies in the second half of this year,

other solutions include implementing site-wide tagging and using enhanced

conversions to improve the accuracy of conversion measurement.

I’ve got to talk to you about AI, the big buzzword everyone is mentioning

in terms of success, what is the secret to it?

So the secret or I should say

not so secret to successful AI is high-quality consented data.

So think of your measurement strategy like a car.

Okay.

If AI is a vehicle that helps you get to your destination through the suite’s tools

data is your GPS.

Nice, okay.

It makes sure you get to the right place.

So marketers can take campaign decisions with confidence.

And they have this confidence because our decisions are based on quality data.

That's been genuinely a fascinating deep dive into your world.

Two big things I have taken from it:-

one, it's really important, but it's also really important now.

Absolutely.

You got it.

Thanks, Aude

and we're going to unpack those key

steps to make sure your marketing strategy is powered up and ready to go.

Remember, now is the time to act.

If you want to know more about how you can achieve growth by harnessing AI

whilst navigating evolving technology and regulatory landscape, we've got

bonus content dropping in your inbox. Be sure to watch that.

Now let's look at step one, because behind any hard won achievement,

whether it's in sport or in business, there's a whole team of experts

but when it comes to collecting valid user consent,

a Consent Management Platform can help you do just that.

Here's Dennis on CMPs.

Hello, I’m Dennis Gingele,

Strategic Partner Development Manager, Ads & Research in London.

Today I’m going to talk to you about our

Google Consent Management Platform partners or CMPs,

the tech partners that complement advertisers and how they can be the key

to unlocking a successful, durable measurement foundation.

According to Deloitte’s Digital Consumer Trends Survey,

consumers are demanding more transparency and control over their data,

with 81% of consumers concerned with how companies are using their data

but still want to see products tailored to their habits and preferences.

At Google, we see this challenge everywhere:

companies want to effectively market to people

who want both private and relevant online experiences.

A new generation of AI-powered solutions

are helping brands meet this challenge,

including Google’s consent mode, which is helping to forge

customer relationships and drive performance at many companies across EMEA.

Consent mode helps companies mitigate against measurement gaps

when users decline to share their data.

When site visitors decline to share their data via the homepage cookie banner,

organisations are still able to understand overall user conversions trends

using existing data from consenting website visitors.

We have introduced two new parameters to the upgraded consent mode V2

to make it easier to send the signals required for personalised advertising features.

On average, consent mode recovers 65% of ad-click-to-conversion journeys

lost due to user cookie consent choices -

allowing for more effective decision making.

CMPs are software solutions

that help advertisers to manage consent collection in line

with data protection laws and regulations,

such as the ePrivacy Directive and GDPR in Europe.

Some consent management solutions like the consent banners or notifications

give website users information about how and why their personal data may be used,

and which organisations are asking to use that data

and provide tools to give end users a clear choice about what they're consenting to.

Advertisers who place ads in the European Economic Area (EEA)

and use Google’s services will be subject

to the Google European Union User Consent Policy or EUUCP.

to the Google European Union User Consent Policy or EUUCP.

CMPs help manage consent banners and direct the consent management process

which begins when a user lands on your website

and makes a consent choice on a CMP banner.

The CMP then communicates that choice to the Google tag via consent mode,

and the tag adjusts its behaviour accordingly so you can capture

valuable measurement and audience insights while respecting user choices.

As an example, VELUX,

the manufacturing company specialising in roof windows and skylights,

implemented a cookie consent solution in accordance with applicable regulations

and provides users with clear cookie consent choices.

However, it experienced a high opt-out rate,

which led to less conversion data and an incomplete view of the customer journey.

To boost the signal, VELUX evaluated its tech stack,

identifying that it needed to update its measurement foundation to improve the business.

They decided to work with a CMP and implement consent mode.

After adopting consent mode, VELUX saw a 44% increase in conversions.

As a result, it has a more complete picture of its performance,

which will help improve bidding strategies in the future.

This integration of observed and modelled data helped VELUX

better navigate the privacy landscape with more comprehensive performance measurement and optimisation.

Because of their direct role in the deployment of consent banners,

we put in place partnerships with multiple CMPs and launched a Google CMP Partner Program

to help advertisers upgrade their consent solution

and integrate with consent mode, in a seamless and reliable way.

As of January 2024, we’ve certified 15 CMP partners in the program

and have vetted their consent mode integrations; and we’re looking to add more.

All our CMP partners are integrated with Google consent mode and Google Tag Manager.

If you would like to know more about CMPs and how to partner with one,

please visit our website and contact Google’s CMP team.

Connect with a CMP today,

and you are on the right track to building

a privacy-preserving marketing foundation.

Thank you.

Thank you, Dennis.

An important reminder to kick-start

your measurement journey by working with a Google-certified CMP.

Now it has to be said you're not going to build that rock-solid

measurement foundation before embarking on step two, implementing consent mode.

Why is it so important?

What are the latest upgrades?

Well, luckily we've got Carl Fernandes now to demystify consent mode

and tell us why it's an essential tool to communicate a user's consent to Google.

Here at Google,

our business is to help your business thrive in the digital age.

I’m Carl Fernandes, Head of Data and Measurement Platforms, in EMEA

and I'm here to talk about consent mode.

2024 will see profound changes, both in the advancement

of AI-capable technology and in regulatory shifts

as users increasingly demand more control

and transparency over how their data is used.

Whilst these changes will require marketers to adapt to a new landscape,

Google has the solutions in place to ensure that your business can capture

the opportunity and achieve its marketing goals, whilst upholding our commitments

to deliver ads responsibly and protect and respect user privacy.

Over the course of this year, you’ll see several product updates that continue to maintain

the utmost standards for user consent, in line with local regulations.

It’s important that you take action in order to continue

reaching your most valuable audiences

and preserve the ability to measure the effectiveness of your ads.

Consent mode is absolutely core to this journey.

So what is consent mode, and how does it work?

When a user lands on your web page or app

and selects their consent preferences via a consent banner,

consent mode communicates the user’s choice to Google’s tags and SDKs,

which will adjust their behaviour to meet the user’s preferences.

For example, if a user arrives on a website

and provides consent for their data to be processed and used for marketing purposes,

Google would observe their data as normal.

If that user had chosen to deny consent

to one or more functions, such as personalised advertising,

Google’s tags or SDKs will adapt to respect this user choice.

In fact, if a user chooses to deny consent,

you can set up consent mode to ensure Google tags will never unblock -

meaning absolutely no information is collected from these users.

We call this basic consent mode.

The power of consent mode is that,

in addition to ensuring user consent choices are respected,

it enables Google to use modelling to estimate conversions

from users that did not provide consent.

This means that Google can surface the most accurate data in your account

to enable better reporting and optimisation.

I’ll come back to modelling and how this works

to improve your measurement accuracy shortly.

But first, let’s talk about some of the recent changes in consent mode.

Since we launched consent mode in 2020,

advertisers have been able to use consent mode to control whether Google Analytics,

Google Ads or Floodlight tags could read or write cookies

or other identifiers based on user preferences.

With the introduction of two new parameters to consent mode,

we now offer even more control over how data is shared with Google,

and whether it can be used for personalised advertising.

Firstly, we have introduced a new parameter called ad_user_data,

that controls whether user data can be sent to Google for advertising purposes.

In addition, we have introduced ad_personalization,

which will be necessary to use from March 2024 to maintain audience functionality

such as Google Analytics Audiences and Remarketing.

And so back to modelling - this is a key benefit of consent mode

as unobserved conversions can be modelled for,

enabling you to make better decisions when it comes to

allocating budgets across your campaigns.

In fact, the modelling enabled by consent mode can recover,

on average, 65% of ad-click-to-conversion journeys

that are lost when users decline consent.

With modelling, you can respect user consent choices

and at the same time, optimise your campaign performance.

I’m going to break this down with an example:

Let’s imagine two campaigns. We’ll call them campaign A and campaign B.

In this example the consent banners are present on a website.

When a user denies consent, the advertiser respects this choice

and does not measure conversions by keeping Google tags blocked.

Without consent mode, for both campaigns

the advertiser sees that out of 100 ad clicks,

there are 10 conversions -

a 10 percent conversion rate for each campaign.

However, with the basic implementation of consent mode,

Google models to understand the number of users that decline consent,

with Google’s AI then estimating how many conversions

have occurred from this group of users.

We found that typically unconsented users are 2 to 5 times less likely

to convert than consented users.

So our AI will apply that kind of factor to the

consented conversion rate of the campaign

to get an idea of the conversion rate for

the unconsented users of that campaign.

And so in this example, we now have more accurate conversion rates

for both consented and unconsented user journeys.

This means we can compute the overall conversion rate of each campaign

and as a result, identify if either campaign justifies more budget allocation.

Knowing that a campaign performs better than another

is super important for our bidding algorithm to ensure optimal performance

I’ve talked about our updates to consent mode and how our modelling works.

Now, let’s get to the practical stuff and our recommended next steps.

There are three factors you need to consider to ensure

successful implementation of consent mode.

Firstly, you need to ensure you have a consent banner that respects user choices.

Next, sitewide tagging.

You must either use Google tag or Google Tag Manager for web

or Google Analytics for Firebase SDK with apps,

because legacy tags are not supported by consent mode.

Finally, if you have traffic in the EEA, we recommend implementing consent mode as soon as possible.

Without consent mode in place and implementation

of the new ads_personalization parameter I mentioned earlier,

you will not be able to reach EEA users

with remarketing campaigns from March 2024.

In terms of implementing consent mode,

by far the easiest way is to work with a Google certified Consent Management Platform, or CMP.

You can find a list of CMPs on our website.

So that’s consent mode! Remember:

get those Google tags and SDKs in place,

and make sure you are adhering to Google’s EU User Consent Policy.

CMPs are a great place to start if you need help with implementation.

Thanks for listening.

Huge thanks to Carl,

but we are now well on our way to strengthening our measurement strategy.

We've got our valid user data thanks to CMP partners

and we've implemented that all-important consent mode.

But you might be asking, how does all this work in practice?

We know the steps, but let's see how a durable measurement

foundation helps companies succeed in the real world.

How would you describe consent mode in one sentence?

Consent mode is absolutely essential.

Game-changing.

The best way to be able to respect your users

and have also complete date.

Would you recommend it?

Yes, definitely.

With the implementation of consent mode,

we saw a 41% increase in sessions, 16% increase in mobile transactions

and 23% increase in desktop transactions.

And until today, the numbers are increasing.

My name is Mirko

I'm working for Blackroll which is known for foam rolling

fascia training and sleeping products such as pillows, mattresses.

We wanted to get ahead and have a durable tracking set up

because it will be much more difficult to track valid data in the future.

Before the implementation of consent mode we were struggling with approximately 25%

lower analytics traffic data compared to our back end data.

After the implementation of consent mode we were able to regain this missing data,

which gives us a better basis to do a valid marketing attribution

and make smarter budget allocation decisions.

For the implementation, we partnered up with a Consent Management Platform partner

who made the process smoother and easier.

CMPs are the tech partners that help companies like ours

manage cookie consent banners and the whole content management process.

This begins when a user lands on our website and makes a consent choice on a banner.

I strongly recommend partnering with one.

In Europe the user privacy has high priority

and this affects our ability to track some of the traffic.

However, with the use of Google consent mode and Google Analytics 4,

we improve the signals we have while respecting users’ consent.

And now we have high-quality first-party data

and we all know that high-quality data

is rocket fuel for AI.

That gives us the opportunity to optimise our campaigns

and our customer experience based on the customer profiles.

This gives us trust to the data

and a very strong base to make important business decisions.

Consent mode and GA4

also help us to create durable marketing solutions

for a changing regulatory and technological landscape.

With that, we are in a position that we are ahead of the game.

Everyone who is thinking about the right time to implement GA4 and consent mode

I tell you, the time is now.

I have to say it's amazing to see how the right tools,

support and expertise really can work together to make a positive impact

for businesses and how they can help you grow too.

But the road to the top spot of the podium isn't always smooth sailing.

Which is why we've lined up an expert panel to explain how you,

as a marketer can ensure a smooth process with your DPO and most importantly,

build a co-operative relationship where all parties are aligned

on the same goal.

Hi everyone, I’m here with

two former DPOs, now working for Google and a Google lawyer

to speak about what it's like to work

as a DPO with DPOs in a changing digital ads ecosystem.

Charlie, would you be able to explain how the three of you work together?

So I'm a lawyer, I'm a legal counsel.

I've been here at Google for about seven years or so.

So I work very closely with Andrea, with Sabrina here,

Andrea in the Data and Measurement team and Sabrina from the go-to-market team.

My role is really to help the teams across Google to build

and commercialise good products, which are privacy-focused, privacy-aware,

and to help the businesses to help our customers

to roll out and engage with those products in the best way possible.

If I was a marketer, it can be a bit daunting to go to a DPO

because I don't work with them every day.

Starting with you maybe, Andrea

what would you recommend to a marketer

to smoothen that process as much as possible?

Involve them early on, kind of be transparent on what you want to do.

Explain the main goal that you want to achieve and also may become prepared,

like what a DPO wants to know

is what data is being processed, why, for what purpose, and so on.

So if you have that already, maybe written down or at least

clarified for yourself before you go to the DPO,

that will make the whole process much, much quicker.

What about you Sabrina?

The DPO needs to be equipped to make their assessment,

and by making their assessment, they will help you reach your objective because

their role is also to really support the business team to reach their objectives.

So really, the role of the DPO needs to be seen as an enabler, I think,

and that's why it's really important to give them

as much information as they need to help you in your marketing strategy.

Especially within the ad tech world, there’s just a huge amount of jargon.

And so really helping bridge the gap between the marketing teams and the DPOs

with some of that explanation about real fundamentals,

about the way that ad tech works, explaining, for example,

what what a DSP is or what an ad server is, just so that really a DPO

whose role is often spread across multiple different facets of the business,

they can try and cut through some of that jargon to better understand what it is

that you're trying to achieve. Without understanding,

you know, the use cases of the data

where you've got it from, what you intend to do with it.

A DPO is an inherently sort of risk averse role, as we lawyers are as well.

And so without fully understanding what it is that you're trying to do,

it becomes very challenging for them to give an approval.

So if I hear correctly, do your homework and involve them early.

What's the background of a DPO?

Do they always have a legal background?

I think it depends.

I think if we speak about Andrea and myself, we have a legal background.

It's mainly I think with GDPR the technicality of the privacy topic

is going more and more into compliance.

Most part of the DPO now have a legal background.

But it can also be people from IT

or security.

There's a big overlap.

So it's not a requirement for a DPO to be a lawyer actually.

Okay, got it. But they often are, I imagine.

How do they generally look at ad tech or digital marketing in general Sabrina?

So I think it depends.

Some DPO are working in different industries, banking, automotive

or many other industry and they are not ad tech experts

and I think Charlie touched about that we need to cut down for the DPOs

in order to help them understand how ad tech is working

because it's clearly super important for a DPO

to get deeper into the product in order to provide their assessment.

So they are not all ad tech expert

they're providing assessment and employment data on many other topics.

So it's really important to help

them understand the ad tech world, which is super complicated.

Speaking of jargon, and I think if I understand it correctly,

you don't go to your DPO with the same information

as you would go to to another marketing stakeholder, right?

The marketing experts and the privacy professionals

will be asking different questions.

And so you as a marketer will need to go to maybe your CMO

with a different set of answers to the questions that a DPO would be asking you.

A lot of the time that we've spent within Google is we're trying

to build up the materials to help answer those questions

for the DPOs.

They will be wanting to know the answer to things like where's the data stored,

what type of data is it, where was it collected,

what notices were given to individuals at the time when the data was received?

That's very different from what a CMO wants to know.

They want to know

what's my potential return on investment, what use cases can we use this data for?

So what we've been trying to do is build up

some of those materials to help answer those questions.

And I think just understanding that split

between what it is the CMO was trying to get to

and what a DPO is trying to get to is really important for marketers.

The DPO is part of the of the project,

so meaning that they need to understand what you want to achieve

to help you achieve it.

So the idea is like really to see that as collaborative work.

The DPO is not here to say no.

They are here to support the team to achieve their business goal

in a complex privacy landscape.

And also if they know what you try to achieve, what is your aim?

They can help you maybe find an alternative way to

what you yourself have foreseen, what you wanted to do.

So that might also be very helpful then the DPO can say,

Well this is maybe not how we can do it, but maybe we can do it like this.

So try to to as a marketer to look at it from the DPO’s

perspective and think of a good reason for them to to say yes.

The last few years I think have been very intense

on the privacy front as well. Anything you want to add to that, Andrea?

Yeah, I feel like GDPR in 2018 really kickstarted sort of a wave of privacy

and how we work with data and to be more aware

of what we actually do with all the data that we have as companies.

Everybody focused a little bit on GDPR and what is happening there,

but then suddenly it broadened much more and now

there's other laws coming from other sort of legal fields

that also tap into that well, users should know

what is happening with their information.

They should have more control, it should be transparent.

We've got sort of pan-European laws like the GDPR.

We've also got national legislation in some countries.

In the US, for example, we have state-by-state laws.

We also have DPO guidance.

So there's a lot to keep on top of

and so I think the challenge going forward in the next 12 months or so

as new laws are coming into place

is really for marketing folks to work with their legal counsel

or work with their privacy experts

to try and stay on top of all of this guidance

to make sure that what it is you want to be doing is still compliant.

And maybe that's also a relevant point

just to highlight a little bit because as a marketer,

maybe should not expect your your DPO to have an immediate

yes and no answer, but rather to come there and say,

this is what we plan to do, go there early and then

be there on the way and have this as a journey

together to find a solution that works for everybody.

For the people watching, how to involve your DPO,

what would be your advice to make sure they don't miss anything?

The best way is for marketing folks to reach out to your Google rep.

They can share their product by product guidance,

which are really going to helpfully

and hopefully answer some of those questions,

which your DPO is going to ask you as a marketing expert.

So thanks a lot

and next time we're going to speak about 2024,

and what the year has in store from us from a privacy perspective.

But for now, thanks a lot. Thank you. Thank you. Thank you.

That's almost it from me, a.k.a.

Coach Radzi.

and this incredible team of measurement experts.

We've covered an awful lot of ground today and thankfully there's a whole host

of additional resources too available from today,

including extra videos and even a quiz to keep you in tip top condition.

But before I leave you today, we've got some of our agencies across EMEA

to take part in our Thinking Measurement Bootcamp two.

Ready. Set. Grow.

My name's Nick

Frederick.

My name is Hanna.

I’m Jarl-Håvard Holen.

We help e-commerce companies and marketing agencies set up server-side tracking.

We use data to help brands create better digital experiences.

Precis is a digital marketing agency specialising in media buying,

analytics and creative.

We work with companies and help them

grow their business with digital marketing.

The most Googled film?

That was that duel thing.

I'm going to go with Barbie.

The Oppenheimer/Barbie thingy. One of those?

I think it was Barbie.

Barbie was probably the bigger one.

Oppenheimer. I go for Oppenheimer.

Yeah.

It was Oppenheimer?

So there are a few key things that all clients need to do.

First of all, I would make sure that you are collecting

valid user consents.

Set up consent mode V2 as fast as possible if they haven’t.

Next is fully migrating over to Google Analytics 4.

And if applicable, update their SDKs and APIs.

Ok.

Two? I think.

Like a Googleplex, I think is the actual term.

I was thinking about either 100 or 1000, but I think it's 100.

A million?

I would say a million, I think it’s a million.

Oh I now this one, it's 100.

Thank you.

Had no idea.

I overshot by a bit.

Consent mode is a tool designed to help advertisers with two things.

Aligning the tracking of their Google tags

with the user's consent choices and modeling the conversions

to account for the data loss from non-consented users.

Probably shoeboxes or

polystyrene, some foam, tin foil?

In the fridge?

A plastic box?

I would say a garage.

Lego. Yeah.

You can use Lego for everything.

Ok, I wouldn't have guessed that. Really?

The latest version of consent mode is very important

because right now in this AI-driven marketing era, it's so important to keep

the most optimal foundation of conversions for the bidding algorithm to work.

It’s essential to keeping up with the latest changes in rules and regulations,

and ensures that user preferences

are appropriately dealt with across all Google platforms.

It also improves the quality of your modelling, which is an important step given

how modelling is playing a much bigger part in measurement strategies today.

What is?

What is...

love?

What is the weather going to be like?

First thing that comes to my mind is AI.

Oh, close!

Yeah, there you go.

Thank you.

Yeah.

Thank you.

Thank you so much to all the agencies that took part there.

Well, that's unfortunately it from me

but remember,

there are a few extra resources coming your way to keep an eye out for

and also, please join us again for session two of Think Measurement Bootcamp

on the 15th of February, where, by the way, we'll be exploring how

consented data feeds your tools and measurement to set you up for success.

You will not want to miss it.

So thank you again for watching and bye for now.