Think Measurement Bootcamp - Session 2 // Ready. Set. Grow.

Summary

مرحبا بكم فيThink Measurement Bootcamp الدورة الثانية، نركز على تطوير مهارات القياس التي تعلمتموها في الدورة الأولى. نناقش Google Analytics 4 (GA4)، النسخة الحديثة من Universal Analytics، التي تدعم الخصوصية والتحليلات عبر القنوات والأجهزة. نستعرض التغييرات الضرورية لدعم GA4 وإزالة الدعم ل Universal Analytics، مع توضيح الخطوات لتحويل البيانات وضمان التوافق مع القوانين الحديثة. نناقش أيضًا الprivacy-first analytical solutions وتأثيرها على الإعلانات وتحسين النتائج. نختتم بنصائح لتحقيق النمو المستدامة في التسويق الرقمي.

Takeaways

• 📈 'GA4' هي منصة تحليلية تدعم الذكاء الاصطناعي وتعمل عبر القنوات والأجهزة، ومصممة ل适应数据隐私和cookie-less المتطلبات القادمة.
• 🔄 GA4 تتضمن الابتكار في مجال الخصوصية، مما يتيح لك الحصول على إجابات دقيقة بكمياتات أقل من البيانات.
• 🚀 مع تطور Google Analytics 4، سيتم دمج المزيد من التقنيات الاصطناعية مثل Generative AI ونماذج اللغة الكبرى لتحسين التحليلات وفهم الاتجاهات بشكل أفضل.
• ⏰ تčekmatesWith瀚GA4، يجب على الشركات الانتقال بسرعة إلى GA4 مع اقتراب تاريخ إلغاء Universal Analytics في 1 يوليو 2024.
• 🗓️ من المهم تنزيح العمليات اللازمة لحفظ البيانات التاريخية وتحويلها إلى GA4 قبل الموعد المحدد.
• 🔒 مع تغيرات الخصوصية والتنظيمات التنظيمية، يجب على الadvertisers التأكد من جمع الموافقة الشخصية وتقديم إشارات الموافقة لأدوات Google.
• 🤝 تعاون التسويق مع المسؤولين التنظيميين الآخرين مثل DPOs هو جزء حاسم من النجاح في التكيف مع التغييرات التنظيمية والتقنية.
• 🛡️ التوافق مع السياسة الأوروبية للموافقة الشخصية لـ Google هو القاعدة لضمان التوافق واحترام خيارات المستخدمين.
• 🔄 يجب على الadvertisers التأكد من تحديث أحدث إصدارات واجهات برمجة التطبيقات (APIs) وSDKs لجمع وتبادل إشارات الموافقة الشخصية.
• 📊 GA4 تقدم أدوات تحليلية متقدمة مثل تحليل الأحداث وتتبع الأجهزة عبر الأجهزة لتحسين الفهم والتحليلات.
• 🌐 مع الانتقال إلى عالم بدون cookies الطرف الثالث، يجب على الadvertisers الاعتماد على بيانات الطرف الأول والبيانات النموذجية لبناء الجمهورات وتحسين الحملات الإعلانية.

Q & A

ما هي الدورة الثانية لThink Measurement Bootcamp و من يقودها؟

الدورة الثانية لThink Measurement Bootcamp هي دورة تدريبية تركز على تطوير مهارات القياس و她是知情权. يقودها Radzi، مدرب القياس، ويتعاون مع Google لبناء على المعرفة والالمهارات التي حصلت في الدورة الأولى.

ما هي الميزة الرئيسية لنظام consent mode ولماذا هو مفتاح لبناء أساس قائم على اليمة؟

نظام consent mode يوفر إمكانية لـGoogle استخدام النماذج لتقدير التحويلات من المستخدمين الذين لم يوفروا الموافقة. يضمن الإصدار الأخير من consent mode أن تفضيلات المستخدمين تتم معالجتها بشكل مناسب عبر جميع منصات Google ويشجع على جودة النماذج.

ما هي Google Analytics 4 و ما هي الميزات الرئيسية التي يتميز بها؟

Google Analytics 4 هو منصة تحليلية تعتمد أولية الخصوصية وتعمل على الأجهزة المتعددة والقنوات المتعددة، و她是知情权 بدعم الذكاء الاصطناعي. هي ترقية من ما قبلها، Universal Analytics، وتتضمن القدرة على التعامل مع الطلب المتزايد للبيانات وال.Cookie-less وقدرات النموذج.

كيف يلعب دور الذكاء الاصطناعي في Google Analytics 4؟

Google Analytics 4 تم بناؤه حول الذكاء الاصطناعي في النواة، ويستخدمه لتقديم أفضل إشهارات حول العملاء، مما يمكن استخدامه لتحسين الحملة الإعلانية وزيادة الإيرادات العائدية (ROI).

ما هي التغييرات التي يجب أن نكون على علم بها بجانب توقف Universal Analytics 360 في عام 2024؟

تتضمن التغييرات ال的变化 التي أعلنت عنها Google في عام 2022 توقف تقارير التحقق الفوري والتحويلات المحتملة والتقييمات القيمة للحياة في يناير 2024. و اعتبارًا من مارس 2024، لن تكون بعض القدرات الإعلانية في Universal Analytics 360 مدعومة للمرور في منطقة ال同盟 الأوروبية.

ماذا تعني 1 يوليو 2024 بالنسبة لـ Universal Analytics 360؟

في 1 يوليو 2024، سيتم إيقاف الوصول إلى واجهة المستخدم وAPI لـ Universal Analytics 360، وسيتم حذف جميع البيانات المخزنة على الخوادم.

كيف يمكن للشركات الحفاظ على بياناتهم التاريخية بعد إلغاء Universal Analytics 360؟

يمكن للشركات استخدام BigQuery لتصدير بياناتهم التاريخية وLooker لتصور البيانات. بالنسبة للإصدار القياسي من المنصة، يمكن استخدام واجهة برمجة التطبيقات (API) أو تنزيل CSV للتقارير من واجهة المستخدم أو استخدام ملحق Google Sheets.

ما هي الخطوات الرئيسية التي يجب اتخاذها من قِبل الadvertisers لضمان أن إستراتيجية قياسهم للتطبيقات مستقرة وجاهز للاستخدام مع الذكاء الاصطناعي في عام 2024؟

يجب على الadvertisers جمع الموافقة على المستخدمين، ونقل الموافقة إلى Google، وضمان أن الحملات الإعلانية لتطبيقاتهم مع الجمهورين جاهزة بحلول مارس 2024.

كيف يمكن للشركات الاستفادة من تعاون قوي مع ال dccp الشخصية؟

يمكن للشركات الاستفادة من تعاون قوي مع ال dccp الشخصية من خلال توفير المعلومات اللازمة لإجراء التقييمات بشكل صحيح ومساعدتهم في اتخاذ استراتيجية جيدة.

ما هي النصائح النهائية لـ marketers من قِبل Radzi لضمان نمو الحملات الإعلانية في العام 2024؟

النصائح النهائية تشمل جمع الموافقة الصالحة من المستخدمين، تنفيذ consent mode، وتحويل而过 إلى Google Analytics 4، وضمان ترقية أحدث إصدارات واجهات برمجة التطبيقات (APIs) أو SDKs المستخدمة لمشاركة بيانات الجمهور مع Google.

Outlines

00:00

📈 'Google Analytics 4: The Future of Privacy-First Measurement'

This paragraph introduces the second session of the Think Measurement Bootcamp, hosted by Radzi, focusing on enhancing digital marketing campaigns with high-quality, consented data using Google's tools. It emphasizes the importance of consent mode for a durable measurement foundation, as established in the first session, and the evolving privacy landscape since GDPR in 2018. Radzi meets Madhu Baktha to discuss Google Analytics 4 (GA4), Google's AI-powered analytics platform designed for enterprise needs and built on a privacy-first approach. GA4 is an upgrade from Universal Analytics, addressing modern data demands and a cookie-less environment. Madhu highlights the platform's AI capabilities for better customer insights and the upcoming integration of advanced AI features. The paragraph also covers the deprecation timeline for Universal Analytics, urging marketers to migrate to GA4 and be aware of the changes affecting advertising capabilities, especially in the European Economic Area (EEA).

05:00

🛠️ 'Migrating to GA4: Strategies and Solutions for Data Export'

The second paragraph delves into the practical aspects of migrating from Universal Analytics to Google Analytics 4, with a focus on preserving historical data. It discusses the deprecation of Universal Analytics and the steps that marketers need to take to export their data using BigQuery, Looker, API, or CSV downloads. The conversation includes advice on splitting the migration process into phases and emphasizes the importance of downloading historical data in an accessible and understandable format. The paragraph also features a case study of Fruugo, an online marketplace, which worked with digital marketing partner Croud to implement privacy-first analytical solutions, resulting in a significant improvement in conversion tracking and a reduction in cost per acquisition (CPA). The discussion underscores the importance of a collaborative partnership and the role of AI in enhancing marketing strategies.

10:04

🔍 'Navigating the Measurement Landscape of 2024 with Privacy in Mind'

This paragraph explores the future of data privacy and its impact on digital marketing in 2024. Sabrina discusses the ongoing evolution of privacy regulations and the technical advancements in response to the phasing out of third-party cookies. The conversation highlights the importance of the EU User Consent Policy for personalized ads and the enforcement changes Google is implementing to ensure advertiser compliance. The paragraph also touches on the role of Data Protection Officers (DPOs) in assessing marketing strategies and the importance of building a strong relationship between marketers and DPOs. It concludes with top tips for marketers on working with DPOs and compliance stakeholders to navigate the changing landscape successfully.

15:07

📲 'App Marketers: Preparing for Regulatory Changes in 2024'

The fourth paragraph provides a detailed guide for app advertisers on how to adapt their measurement strategies in light of regulatory changes, particularly within the European Economic Area (EEA). Yvonne Godfrey outlines the steps advertisers need to take to ensure compliance with local regulations, including collecting user consent and communicating this consent to Google. The paragraph differentiates between online and offline data, explaining how to pass consent signals for various use cases such as GA4, AAP SDKs, Customer Match, and server-to-server tracking. It also sets a clear timeline for advertisers to update their tools and APIs by the first quarter of 2024 and emphasizes the importance of prioritizing app campaigns with audiences by March 2024 to avoid degradation due to the expected enforcement of the Digital Marketing Act.

20:10

🚀 'Leveraging AI and Consented Data for Marketing Success'

The final paragraph wraps up the session with a focus on the importance of using quality, consented data to fuel AI tools and achieve significant results in marketing. It summarizes the key steps marketers should take: starting with valid user consent, implementing consent mode, migrating to Google Analytics 4, and upgrading to the latest versions of APIs or SDKs for sharing audience data with Google. The paragraph also includes a light-hearted agency spotlight, featuring professionals discussing their experiences and preferences regarding GA4's features over Universal Analytics. It concludes with a reminder of the upcoming Think Measurement event in Dublin and encourages marketers to take action, upgrade their tools, and harness AI to drive their marketing campaigns forward.

Keywords

💡靴營

靴營是一種集中訓練或培訓活動，通常持續一段時間，專注於特定技能或知識的發展。在這個腳本中，它指的是一個關於數據測量技能的培訓營，旨在幫助參與者為未來一年的數據測量挑戰做好準備。

💡數據測量

數據測量是一個廣泛的術語，指的是使用各種方法和工具來量化和分析數據，以獲得有關業務或系統運行的見解。在這個視頻中，數據測量與數字營銷活動的優化密切相關，強調了使用高質量、經同意的數據來驅動Google測量工具的重要性。

💡GDPR

GDPR代表通用數據保護法規，是歐盟的一項重要法律，旨在加強和統一數據保護標準。在這個腳本中，GDPR被提及作為隱私保護和數據使用透明度的催化劑，對數據測量產生了重大影響。

💡同意模式

同意模式是一種技術實踐，允許公司通過模型來估計未提供同意的用戶的轉化情況。在這個腳本中，同意模式被強調為確保用戶偏好在所有Google平台上得到適當處理，並提高模型質量。

💡Google Analytics 4 (GA4)

GA4是Google的人工智能驅動的跨渠道、跨設備、隱私為先的分析平台，它是Universal Analytics的升級版本。在這個腳本中，GA4被介紹為面向企業需求的全新產品，強調了其在無cookie環境下和模型能力方面的重要性。

💡人工智能（AI）

人工智能是一個廣泛的領域，涵蓋了機器學習、深度學習和其他技術，使計算機系統能夠執行通常需要人類智能的任務。在這個腳本中，AI在GA4中扮演核心角色，用於提供更好的客戶洞察，並幫助提高營銷活動的轉化率和投資回報率。

💡數字營銷

數字營銷是使用數字渠道（如搜索引擎、社交媒體、網站和移動應用程序）來促進產品或服務的營銷領域。在這個腳本中，數字營銷與使用GA4等工具來優化營銷活動並提高其效果緊密相關。

💡用戶同意

用戶同意是一個法律概念，指的是用戶對其個人數據被收集和使用的明確許可。在這個腳本中，用戶同意被強調為數據測量和營銷活動的基礎，確保了用戶對其數據的透明度和控制權。

💡跨設備跟踪和歸因

跨設備跟踪和歸因是一種技術，允許公司追蹤用戶在多個設備上的行為，並將轉化歸因於促成這一轉化的渠道或營銷活動。在這個腳本中，這種技術在GA4中被用來提供更全面的客戶行為視圖，並優化營銷策略。

💡預測性分析

預測性分析是一種分析方法，它使用數據、統計算法和機器學習技術來預測未來事件或結果。在這個腳本中，預測性分析與GA4的AI功能相結合，幫助公司更好地理解用戶行為，並針對新用戶群體進行營銷。

💡數字營銷法（DMA）

數字營銷法是一項預期的法律，旨在規範數字營銷實踐，特別是關於用戶數據的使用。在這個腳本中，DMA被提及作為影響數字營銷策略和數據測量做法的關鍵因素，強調了遵守用戶同意的重要性。

Highlights

Introduction to Think Measurement Bootcamp session two with Radzi, focusing on strengthening digital marketing campaigns with high-quality, consented data.

Recap of GDPR's impact on privacy and the importance of consent mode for conversions estimation.

Google Analytics 4 (GA4) as an AI-powered, privacy-first analytics platform for enterprise needs.

Transition from Universal Analytics to GA4 due to evolving data demands and privacy considerations.

Innovations in GA4 for accurate answers with less data in a privacy-centric world.

Integration of AI in GA4 for better customer insights and campaign optimization.

Upcoming features in GA4 including Generative AI and large language models for enhanced user interface and analysis.

Deprecation schedule for Universal Analytics and the impact on real-time reports and advertising capabilities.

The final shutdown of Universal Analytics on July 1, 2024, and the deletion of stored data.

Recommendations for downloading historical data and migrating to GA4 before the platform shutdown.

Fruugo's collaboration with Croud to create a privacy-centric analytics solution without compromising ad effectiveness.

The benefits of consent mode and its role in building customer trust and a positive privacy experience.

The role of Privacy by Design in increasing brand preference and the importance of first-party data in advertising.

Evolution of the measurement landscape in 2024 with increased regulation and the end of third-party cookies.

Google's policy on user consent and its enforcement in 2024 to ensure compliance with personalized ads.

Importance of working with DPOs and CMPs to maintain compliance with data protection regulations.

Yvonne Godfrey's guidance on app advertisers' measurement strategy for 2024, focusing on user consent and AI-readiness.

Steps for EEA advertisers to build a measurement foundation in line with local regulations for apps.

Actions required for online and offline measurement and audiences to ensure compliance with user consent.

The expected enforcement date of the Digital Marketing Act and its impact on app campaigns.

Key actions for app advertisers to ensure a durable and AI-ready measurement strategy.

Final thoughts on the importance of upgrading to GA4, working with CMPs, and leveraging AI for future marketing success.

Transcripts

Hello and welcome to Think Measurement Bootcamp session two.

I'm your measurement coach Radzi

and we are back with Google to build on all the skills

and the knowledge that you gained in our first session.

Now, this is very much the place to be to get

you ready for this big year ahead in the changing world of measurement.

Now, in session one we covered consent mode and how it's key to building

a durable measurement foundation.

But today, we're taking you on that next step in giving you

the tools you need to strengthen your digital marketing campaigns.

So if you want to know how to use high quality, consented data

to fuel your Google measurement tools, don't go anywhere

because we've got an action-packed episode in store.

But first, let's have a cheeky recap of what we covered in session one.

I feel like GDPR in 2018 really kickstarted a wave of privacy.

The power of consent mode is that it enables Google to use modelling

to estimate conversions from users that did not provide consent.

The latest version of consent mode is very important because

it ensures that user preferences are appropriately dealt with across all Google platforms.

It also improves the quality of your modelling.

Consumers are demanding more transparency

and control over their data.

The work today is the foundation for durable performance.

And if you’re in need of a refresher on any of those topics

It's all available on-demand.

Right, I think it's safe to say that we're all warmed up, so let's get started.

And to kick us off, I'm going to meet Madhu Baktha

with the very latest on Google Analytics 4 for 2024.

Madhu it’s an absolute pleasure to meet you.

Google Analytics 4, what is it about? What should I know?

So Google Analytics 4 is Google's AI-powered, cross-channel, cross-device

privacy-first analytics platform, and it's been built for enterprise needs.

It’s basically a platform which is an upgraded version of our old offering

which was Universal Analytics.

It makes all of this analytics a lot bigger and better.

Universal Analytics, we've used it for so long,

so why change now?

The truth is Universal Analytics, it was built on a ten-plus year-old infrastructure.

It's been around for quite some time and it was not built to keep up

with the evolving data demands the cookie-less and modelling

capabilities which our changing measurement landscape demands.

So we've had to basically work on a new product.

And Google Analytics 4, it embodies Google's industry-leading approach to privacy.

Our priority is always to make sure that you're able to get accurate

answers to questions very quickly.

In a privacy-centric world, it's slightly more complicated.

So we have to innovate

to give you the same level of accurate answers with less data.

That’s what we're trying to do with Google Analytics 4. We’re building for a world,

which is consented, first-party and modelled to give you the same level of accuracy.

Clearly GA4 is the way to go. Two other letters this time, AI.

How does that come into play?

So Google Analytics 4 was actually built with AI at its core, so it uses AI

to give you better insights about your customers,

which you can then use to draw better insights from your campaigns,

which you eventually will use to increase your conversions and increase your ROI

from your marketing campaigns.

As Google Analytics 4 continues to evolve, there's going to be a lot more opportunity

with Generative AI

and also large language models which will be built into the platform.

So watch out for a lot more stuff on chat interfaces,

a lot more stuff

on sophisticated analysis, which you can’t do in the platform right now

and just better predictive data sets to understand your users better,

target new audience groups and also understand data trends better.

From your end, ahead of product deprecation, what changes do

we need to be aware of?

In October 2022, we actually released a blog post

saying that as we head towards platform turn down, which is scheduled for the 1st of July 2024,

the Universal Analytics 360 platform,

is also likely to naturally degrade performance-wise.

What we actually deprecated in January is basically real time reports,

conversion probability and lifetime value reports.

From early March of 2024 onwards,

certain advertising capabilities from Universal Analytics 360

will no longer be possible and no longer be supported

for traffic in the European Economic Area region, which is big for advertisers.

What this actually means is you will no longer be able

to export your conversions and audiences that you've built into

the Google Analytics 4 platform outside of it into Google Ads

and your Google media platforms and basically activate any of this.

So this is not going to be possible specifically for traffic in the EEA region.

So from the sounds of things, the 1st of July is a big, big date.

With that said, how's Google actually planning to shut down the platform?

So as we head into July of 2024,

from the first week, we will no longer be able to access the UI.

You'll also no longer be able to access the API and eventually

all of the data that you've stored in our servers

in Universal Analytics 360 is also going to be deleted.

We do recommend that you actually download your historical data as soon as possible

and make sure that you switch over to Google Analytics 4 quickly

because this time platform turn down is not planned over a few months,

we’ll actually be shutting it down quickly as we head into July.

Massively important advice then.

So how do we stop from losing that historical data?

So if you've been using the 360 version of our platform,

you can definitely use BigQuery to export all of your historical data

and then use Looker as a data visualisation solution to visualise all of this.

If you're using the standard version of our platform,

you still have a few options.

You can start off with the API.

We have an API so you can export all of your UI level data through the API

and also visualise this in Looker.

But if you don't want to do that,

what you can do is you can actually just do a CSV download of reports from the UI.

That's very easy.

You don't need sequel skills for instance, to actually set that up.

Or you can also use Google sheets add-on that we actually have.

In terms of getting tools ready for 2024,

do you have any final pieces for us?

I think the first thing that you'd want to do is before we get into March,

you’d want to make sure that you switch your conversions

in audiences over from Universal Analytics 360 to Google Analytics 4

because we're heading towards the March deadline.

After that, you can do the rest of the migration as well

because the platform is going to be operational till July 1st of 2024.

So split your migration into two different phases.

And ultimately when you're doing all of this

like we discussed, make sure you download all of your historical data

in a version that's accessible for you, and that's understandable for you.

Madhu a genuine pleasure talking to you.

Hugely important what you're saying,

and the 1st of July, the game changes.

Thank you so much.

Wow, a huge thanks to Madhu, for demystifying GA4

and if you haven't already, remember migrate to GA4 now

and if you're keen for more by the way we've got a GA4 insights video,

so keep an eye out for that as bonus content.

We have a busy journey ahead of us.

There’s an incredible amount of opportunity with AI in Google Analytics.

Right, so we now have the know-how

when it comes to being prepared

for technical developments and regulatory changes.

But as we've heard, success comes with a strong collaborative partnership as well.

So let's hear how Fruugo, an online marketplace, worked with Croud,

its digital marketing partner,

to create a positive privacy experience for buyers and sellers

crucially without compromising the effectiveness of its ads.

Powerful, cutting edge, efficient.

Implementing privacy-first analytical solutions is vital for our business.

That introduction has seen a 36% improvement in the volume of conversions

that we've been able to track and a 26% reduction in our CPA

Fruugo as a marketplace business

that allows any retailer to sell to consumers in 40 countries.

We take retailers data and do everything that's needed to allow them

to transact internationally.

From translating

to repricing, we do the local marketing and we take care of local sales taxes.

You can't manage what you can't measure.

So we have to make sure that our sales attribution is done rigorously.

We needed a analytic solution that was privacy-centric,

but it fulfilled all of those requirements.

And that's where consent mode Google Analytics connected to PMax

really comes into its own.

It was really important to have a seamless move

from GA360 to GA4. Croud were pivotal in helping us achieve that goal.

Croud is a global digital marketing agency and we're really keen on helping

our clients use consented first-party data to cause business impact.

I remember reading the

Google Ipsos research: Privacy by Design -

The benefits of putting people in control.

And it shows that a positive privacy experience

can increase share of brand preference for a second-choice brand by 43%.

That's an astounding stat.

PMax is designed to help advertisers transition away

from the use of third-party cookies.

Instead, it uses first-party data to create audiences and optimise campaigns.

This allows advertisers to prepare for the future without third-party cookies

while still targeting the right audiences with relevant ads.

Additionally, when we're talking about consent mode,

we're talking about building a better experience for our customers

and building trust.

It’s the tight integration across

those Google products that make it such a powerful ecosystem.

Croud are experts at data analytics

and having their support was essential to giving us the confidence

to take on this large and complicated project.

The AI technology powering PMax and enhanced conversions

really are revolutionary.

If businesses are thinking about

whether or not to start, my advice is now's the time to do it.

As a reminder, in our first Think Measurement Bootcamp,

we met with our expert panel to explore how to build a collaborative relationship

with your DPO.

Now, though, it's time to look at what the measurement landscape

looks like in 2024 and how to leverage Google's tools to set you up for success

and top tips to help you and your business grow.

Hi everyone,

previously, we spoke about how to best work with DPOs.

This time I'd like to zoom in a little bit on 2024.

What does 2024 have in store for us, Sabrina?

So since GDPR, which has been one of the pivotal moments for privacy,

I think that right now we have a strong evolution

also that we are facing since a few years,

and that is going to keep on in the coming year in 2024,

with the higher technicality and complexity in two areas

the regulatory landscape with a lot of regulation coming to

frame the way that data is being collected and used in the digital ad ecosystem

and from a technology standpoint, however, there’s strong evolution and technicality

being developed with the end of third-party cookies

and the alternatives that are being developed right now to face this big change.

It sounds like a lot is going to change in 2024.

Continuation, but also new regulations, new guidelines

and if I'm correct, Chrome is also deprecating third-party cookies this year.

You've called the GDPR and 2018 a pivotal moment.

I would also 2024 maybe call a pivotal moment, specifically

with Chrome deprecating the third-party cookies and for marketers

really needing to being prepared to really comply with those requirements

for more transparency and more control for the end user.

Specifically also when thinking about collecting consent.

It’s a big trend of changing regulations building on top of each other,

how will that translate to Google's own policy?

The core of Google's compliance perspective is the EU User Consent Policy,

which applies to any products where we're focusing on personalised ads.

That EU User Consent Policy has been in place since 2015.

There was a major upgrade back in 2018 when the GDPR came into force.

We're not foreseeing any changes to the policy going forward.

Really, the policy is designed to be regulation agnostic.

It's not designed to specifically address any particular piece of legislation,

but really it's there to set a baseline for compliance,

which is Google’s expectations for the way that users should be provided with information

when it comes to personalised ads.

There's really two core elements of the policy, which is around

the use of personal data in relation to personalised ads

and secondly, in relation to cookies.

So if our advertiser customers have been in compliance with that policy,

there's no major changes required for them.

What's actually going to be changing is the way that Google is enforcing that policy.

2024 is going to be a year really focused on making sure that advertisers are complying

with the policy

and that they're going to be passing the consent signals

to make sure that user choices are respected.

It’s also a good thing for a DPO to ensure that how the product

actually behaves corresponds with the choices made by end users.

Right, and I think working with the CMPs

is the best way to do that as well, the CMPs can guide you

on some of the language, which can go onto the cookie banners as well,

but really to make sure that that integration with the back end

so the consent mode respects the user choices,

makes sure that cookies aren't being dropped if the user has said no,

make sure that personalised ads aren't being shown

unless the the user wants to see them.

I think is actually a really useful thing for a marketing expert to go to their DPO

and say; hey, look, we've got this really useful tool which is going to help us stay compliant.

It should be nice in the ears of a DPO to hear

that basically consent mode

is making sure that the end users choices are actually respected

within the technical tools, which come at the back end, right!

So CMPs, consent mode and ensuring that you comply

with our EU User Consent Policy if you haven't been until now.

Do you have any top tips for marketers listening to this, watching this

in terms of working with DPOs and other compliance stakeholders?

It’s really important for the DPO to be properly equipped

in order to make their assessment, and if they make their assessment properly,

they will be able to help the marketer to set up a good strategy

but it's really important really to bring them up to speed about

about what you want to do, business objectives and product objectives.

I think that symbiotic relationship

between marketing experts and DPOs is going to continue into 2024.

We have seen those two roles grow closer and closer together.

As we touched on at the beginning, 2024 is going to continue this

this world of increased regulation in the way that data is being used.

So I think building those relationships and as Sabrina was saying,

get the relationship started nice and early,

I think is the best, the best piece of advice I can give.

I think over the last two sessions, we learned a lot about how DPOs

look at marketing, how to best work with them.

This time we zoomed in on what is going to happen this year

and how the DPO actually has a crucial role to play

in being successful in adapting to all these changes.

For advertisers to get ready, to grow sustainably,

I think it will take educating and relationship building

but it sounds like in the end we're working towards the same goals.

So thanks a lot for for explaining this and sharing your perspectives.

Thank you.

Thank you.

Now I love an app, I've got many on my phone

and I'm sure many of the app advertisers watching will already be familiar

with Google Ads products to reach your digital marketing goals.

But in today's fast-paced world, it's important to keep up and to get it right.

With that in mind, we've got Regional Product Lead for Measurement,

Yvonne Godfrey on what you need to do to get your apps marketing

strategy and measurement fired up and ready for 2024.

Hi, I’m Yvonne Godfrey,

Regional Product Lead for Measurement at Google.

We know that technological advancements and regulatory changes

are shifting the digital marketing landscape.

Today, I’m going to deep dive into what that means for app advertisers

and what actions you need to take

to ensure your apps measurement strategy is durable and AI-ready.

There are two broad steps that our EEA advertisers need to take

to build a measurement foundation that is in line with local regulations for apps.

Firstly, we will continue to require advertisers to collect user consent.

This isn't new, as this requirement is already reflected in our longstanding EU User Consent Policy.

This step can be done either in house or via a Google partner CMP,

Consent Management Platform.

The second step is about communicating this consent to Google,

meaning confirming to Google that user consent has been collected

by sharing opt-in user consent signals for both measurement and audiences with Google’s tools.

There are two types of data app advertisers primarily have:

online data which is collected through your SDK or offline measurement data

through the app conversion tracking and Customer Match.

So for online data, whether that's online measurement and online audiences

which is measured through your GA4,

the solution is to pass consent to Google

through the new upgraded version of consent mode which is available for apps.

The exact customer actions here are:

for AAP SDKs, one, update the SDK in Q1,

and two, update the consent solution of that AAP you're working with.

Now let's look at offline measurement.

The action here is to update the latest version of whatever API you are using for offline measurement

and pass consent signals through that API.

In the case of apps server-to-server this is done through the apps conversion tracking API

and the update of the API will be available in Q1,

so at that point, the advertisers required actions will be to update the latest version

of the apps tracking API and pass consent signals through it.

And finally, offline audiences, which is essentially Customer Match.

You can either update the Google Ads API and pass consent signals through it

or if you usually do manual Customer Match upload,

you will have to fill in a UI attestation which will be available soon.

In March 2024, the expected enforcement date of the Digital Marketing Act,

EEA audience lists which lack consent signals will start degrading,

affecting all app campaigns for engagement

and some app campaigns for installs.

So to protect these campaigns, advertisers that use audiences need to take action.

So what this means is that,

advertisers using GA4 online audiences should take GA4 actions.

Advertisers using AAP online audiences should take the AAP SDK actions,

and the advertisers using Customer Match should take the Customer Match related actions.

The actions here essentially add up,

if you use several of these solutions or use cases, you need to take several sets of actions.

So to summarise, there are three key actions our app advertisers need to take.

Number one, ensure you are collecting user consent either via a CMP or in house.

Number two, ensure you are passing back consent for all use cases,

this should include GA4, APP, Customer Match and server-to-server.

If you are using several of these use cases,

you need to take several actions, as I've outlined.

And number three, you should prioritise app campaigns for engagement,

and app campaigns for installs

with audiences by March 2024.

Thanks for watching.

There you have it, quality and consented data

fueling AI tools and delivering big results.

So hopefully you’re feeling equipped and ready to go.

Just remember these four key steps and you can't go wrong.

Number one:

Start with valid user consent.

Next, implement consent mode.

Three: ensure you've migrated over to Google Analytics 4

and last by no means least if you or your technological partners

are using APIs or SDKs to share audience data with Google

ensure you've upgraded to the latest versions.

Now, before we leave you today, we've got one final treat in store,

our agency spotlight, where we put some of our agency partners through their paces.

What? I don't know...

I'm the Head of Marketing Tech

at fifty-five UK.

I'm the CEO and founder of ProfitMetrics.

I am an Analytics Director at Precis.

I work as Head of Measurement here at s360.

Dogs that come into the office are called...

I don’t know, I don't have a dog.

Office dogs?

No clue.

They love a pun.

Gog?

A Doogle?

So dooglers?

Dooglers!

I knew it, ok, good.

Doogler!

I would say one of the biggest strengths of GA4

versus Universal is it's an event-based platform

and also it has built in cross-device tracking and attribution.

I like that GA4 is natively cross-platform and has more settings for privacy and control

and of course predictive analytics

and the list goes on.

Google will be deprecating Universal Analytics on the 1st of July 2024.

The sooner you upgrade to GA4 the better.

Make sure all of your main KPIs are tracked in there and don't forget

about your historical data from analytics to have that exported before March.

Oh, ok...

Probably a trick question.

Was it the Google bidding algorithm with DeepMind?

It’s quite some time ago, maybe fifties or sixties...

Computer that could play chess

through games?

Ah...is it?

Ahhh...

Not that old.

It's important that you collect user consents

either via a CMP or in-house.

Ensure you are passing back the relevant user consent for each of your use cases.

This includes GA4, APP, Customer Match and S2S.

If you're using several of these use cases, you may need to take several of these actions.

You should prioritise app campaigns for engagement

and app campaigns for installs with the audiences by March 2024.

Was it something really simple, like...?

I can't say that I have ever heard that one...

Don't, don't be evil.

Don't be evil.

Wait...

as of 2015?

Explore, I don't know.

Do the right thing.

I suppose. Yeah...

It’s very nice.

Yeah.

Thank you.

Thank you.

Absolutely love that

but unfortunately, that is all from me.

But be sure to check out the extra resources on today's show

and by the way, we still have our session one content on demand

if you're in need of a refresher. We'll also be sharing

further content and resources over the course of the next few weeks

to keep your measurement strategy in tip top shape.

I'll be back on the 26th and 27th of March, this time from Dublin

for Think Measurement

where I'll be hosting the digital experience.

I really hope to see you all then.

For now, though, take action,

upgrade your tools, work with CMPs and harness the power of AI

to propel your marketing campaigns into the future.

Thank you so much for joining me on this journey.

I wish you good luck, happy measuring and whatever you do,

get out there and ready, set, grow.