Tag Archives: Analytics

Get privacy-safe customer insights with Google Analytics

At this year’s Google Marketing Livestream, we shared the latest updates coming to the new Google Analytics, the next generation of Analytics designed for the future of measurement.

Get privacy-safe customer insights using machine learning

With new privacy-safe solutions, Google is helping advertisers preserve marketing measurement while respecting user consent choices. This includes using machine learning to model conversions in Google Ads, so you can continue to optimize performance in a privacy-safe way when observed conversion data is not available.

Later this year, we’ll extend our modeling capabilities to certain reports in Google Analytics 4 properties to enhance your understanding of the customer journey when observed behavioral data is not available. If users don’t consent to analytics cookies, you’ll still be able to generate important customer insights while respecting your users’ privacy preferences.

For example, if there is incomplete data in your User Acquisition report, modeled data (in addition to observed data) will offer a more complete picture of the number of new users your campaigns have acquired.

Easily discover relevant insights

We want to make the new Analytics experience as intuitive to navigate as possible, so you can discover key insights with unprecedented speed and ease.  In a new modular left navigation, we’ve organized important use cases into workspaces that will guide you to the reports, analyses, or data — like advertising conversions — you’re looking for.

Static image of new workspaces in left navigation

New workspaces in left navigation

The new Advertising Workspace is designed to quickly address everyday advertiser needs and unlock deeper insights into your campaign performance. In the snapshot, you can see relevant campaign and performance insights at a glance. You’ll get automated insights notifying you of things like performance spikes in your campaigns, where the majority of your customers are converting from, or what channel is performing the best that week.

With an intuitive and easily accessible home for these insights, you’ll be able to quickly improve campaign performance when you want to make real-time optimizations.

Static of advertising snapshot in the advertising workspace

Advertising Workspace snapshot

Beyond easier navigation, it’s also important to be able to tailor Analytics to the specific needs of your business, and even your role. To allow flexibility, we’re launching an entirely new set of customization options to reporting.

For the first time, within the Reports Workspace, users with admin access will be able to curate the Analytics interface and reports to suit the specific needs of their teams. Admins can make simple edits to existing reports or even create entirely new custom reports. They can also customize the left navigation to group reports into collections, and create custom overviews to highlight information. You can showcase these overviews in the Reports snapshot, the new homepage for the Reports Workspace.

Animated UX of custom reporting options

Custom reporting options

Once admins set up customized reporting preferences for your organization, you can reduce time spent on reporting and surface the most relevant insights faster than ever before.

Better understand the value of your marketing

We know how valuable it is to have attribution reporting for your campaigns directly within Analytics, so we’re bringing new cross-platform attribution capabilities into the Advertising Workspace.

Data-driven attribution models will soon be available in all Google Analytics 4 properties, so you can use Google’s machine learning to understand the contribution of each touchpoint in your marketing funnel, alongside your other customer journey insights. We’ve also introduced two new attribution reports: the Conversion Paths report and Model Comparison report.

Similar to Multi-Channel Funnels in Universal Analytics properties, the Conversion Paths report allows you to view the customer journey by channel, assigning credit to touchpoints from when your customers first arrive to your site or app through conversion, based on a selected attribution model. It also includes a new conversion credit visualization that helps you understand your ROI by channel.

Static UX image of Conversion Paths report in the Advertising Workspace

Conversion Paths report in the Advertising Workspace

The Model Comparison report allows you to assess campaign performance using various attribution models, and compare how each affects the value of your marketing channels so you can determine which model best suits the needs of your business.

Static UX image: Model Comparison report in the Advertising Workspace

Model Comparison report in the Advertising Workspace

Prepare your measurement foundation for the future

The new Google Analytics will help ensure your measurement foundation is reliable and ready to meet the demands of an evolving ecosystem.

Get started with Google Analytics 4 properties today, and stay tuned for more enhancements coming soon.

Respect user consent choices with Google Tag Manager

More people than ever before are purchasing goods and services online, bringing new opportunities for businesses to reach a growing base of customers. At the same time, restrictions around cookies and identifiers are changing the ways businesses understand the customer journey.  We’ve heard from businesses that they need new, easy-to-use solutions to keep pace with these industry changes, especially solutions that will continue to provide critical insights on campaign performance, while maintaining user privacy.

At Google Marketing Livestream, we shared our belief that it’s possible to improve privacy while still delivering business results and highlighted a few solutions that help. For example, Consent Mode lets advertisers customize how Google tags behave before and after users make their consent decisions. Consent Mode also informs conversion modeling to help bridge any measurement gaps that may occur due to cookie consent choices.

Our customers have shared with us that they would like simpler ways to ensure that all tags on their websites respect cookie consent choices. To make this process easier, we’re unveiling a new consent experience in Tag Manager. Starting today, users of Tag Manager and Tag Manager 360 will be able to directly integrate with Consent Mode and easily incorporate user consent into the behavior of all tags on their website.

Integrate your consent management solution

If your business operates in a region that requires you to collect user consent for certain operations, like the European Economic Area or the United Kingdom, you may need a consent management solution. And if you’re using Tag Manager to manage all the tags on your site, you’ll need to integrate Tag Manager with the consent management solution you’ve selected. But integrating these two can be complicated and require changes to website code.

We’re making it possible to remove that integration step altogether. Starting today, consent management solutions can build tag templates directly into the Community Template Gallery using a new set of sandboxed JavaScript APIs that will work with Consent Mode. We’re also introducing a new trigger type, Consent Initialization, which enables tags that require user consent choice to fire before all other tags.

Let’s say you’re a clothing retailer operating in the United Kingdom. You’ve decided to work with a consent management solution to display a consent banner to your customers and want to integrate it with your Tag Manager account. If your consent management solution has a tag template available in the Community Template Gallery, you can now add it to your container. With the Consent Initialization trigger, this tag will deploy your consent banner as soon as someone lands on your website. This enables you to collect a user’s consent choice before other tags in your container load.

Benefit from consent support on all your tags

Last year we announced that tags for Google advertising and analytics products will respect consent choices for ads cookies and analytics cookies when Consent Mode is in use. But to control how other third-party tags behave for these and other types of user consent, many businesses have turned to a custom tag setup in Tag Manager, which can be difficult to implement and manage.

Now in Tag Manager, you’ll be able to see and customize each tag’s consent settings. You can see which types of consent each tag requires. For example, a specific tag may already be adjusting its behavior based on user consent for ads cookies. And you can specify whether any additional types of consent are necessary for the tag to fire, like requiring consent for analytics cookies. We’re introducing new consent types into Tag Manager as well. These consent types correspond to options you might include in your consent management solution. If a user does not give consent to the specific consent types you’ve selected for the tag, the tag will not run.

Image of “Consent Settings (beta)” section under “Advanced Settings” at the bottom of each tag configuration.

Add additional consent in order for your tag to fire

Many consent management platforms are already compatible with the ad storage and analytics storage settings. You can see a full list in our Help Center.

Gain a complete view of your tags’ consent settings

For a complete view of the consent settings across all the tags in your container, you can now enable a new Consent Overview from your container settings. Once enabled, this overview will be available from the Tags screen. From here you can also manage consent settings in bulk, like adding a personalization storage consent type to multiple tags at once.

GIF of opening the Consent Overview screen and bulk editing tags’ consent requirements.

Access the Consent Overview and manage consent settings in bulk

All of these capabilities are available in beta in all Tag Manager and Tag Manager 360 accounts today. These updates will help you preserve online measurement while respecting user consent choices. Stay tuned for more information on other privacy-safe measurement solutions that we announced today.

Future-proof your measurement with privacy-safe solutions

Getting the most out of your marketing investments requires a clear understanding of what actions people take after interacting with your ads. In today’s evolving privacy landscape, growing your business calls for new approaches to measurement that preserve advertising performance and also put the user first. 

Now’s the time to adopt new privacy-safe techniques to ensure your measurement remains accurate and actionable. And while this can seem daunting, we’re here to help you succeed in a world with fewer cookies and other identifiers with new ways to respect user consent, measure conversions and unlock granular insights from your sites and apps. 

Here's a preview of some of the product launches we'll be sharing at Google Marketing Livestream on May 27th.

Easier options for working with consented data

Getting started with privacy-safe measurement requires building a foundation of first-party data. Investing in a strong tagging infrastructure helps you make the most of the data your consumers share with you and lets you accurately measure your campaign performance.

As consumers seek increased control over how their data is used, your methods for respecting their consent choices will also need to evolve. For advertisers operating in the European Economic Area and the U.K., Consent Mode helps you achieve this by adjusting how Google tags operate based on user consent choices for ads cookies or analytics cookies. When users don't consent to cookies, Consent Mode will use conversion modeling to recover, on average, more than 70% of ad-click-to-conversion journeys, ensuring that you continue to measure the complete performance of your media in a privacy-safe way.

To make it easier for your website to integrate with Consent Mode, we'll soon enable implementation directly from your Google Tag Manager account, where you’ll be able to modify and customize tag behavior in response to users' consent preferences. Accurate measurement that accounts for people's consent choices doesn’t have to be complicated, and our new solutions make sure that it isn’t.

More first-party conversion data means better measurement

A strong sitewide tagging and first-party data foundation enables measurement solutions to work together to collectively provide you with the most comprehensive reporting and optimization. Building on this foundation, we've developed an additional privacy-safe way to help you preserve accurate measurement when fewer cookies are available.

Enhanced conversions allow tags to use consented, first-party data to give you a more accurate view of how users convert after engaging with your ads. You'll also be able to get the data you need to unlock performance insights, like conversion lift, and improve measurement in cases when your ad is shown on one device and the user converts on another. Your first-party data is hashed to protect user privacy and ensure security, and you’ll receive aggregated and anonymized conversion reporting. 

Advertisers currently testing enhanced conversions are already seeing positive results. U.K.-based retailer ASOS set up enhanced conversions across Search and YouTube to help them close measurement gaps due to browser restrictions and cross-device behavior. This enabled them to measure conversions that would otherwise not have been captured and improved return on ad spend (ROAS) with a recorded sales uplift of 8.6% in Search and 31% in YouTube.

Enhanced conversions helped establish a strong measurement foundation, off of which we can better measure the impact of our YouTube buys. Carolina Vicente
Media Investment Director, ASOS

Machine learning unlocks new insights in Google Analytics

In addition to using modeling for more complete conversion measurement and optimization, modeling can also help you get deeper customer insights from your behavioral analytics data. Last year we announced the new Google Analytics, which uses machine learning to surface relevant marketing insights, such as a significant change in your campaign performance or the likelihood of your customers making a purchase. 

Soon, we'll extend Google’s advanced machine learning models to behavioral reporting in Analytics. For example, if there is incomplete data in your User Acquisition report due to cookies not being available, we’ll now use modeling to help fill gaps for a more complete view of the number of new users your campaigns have acquired. With or without cookies, you’ll be able to enhance your understanding of the customer journey across your app and website and use those insights to improve your marketing. 

Coming next

We’re continuing to invest in next-generation privacy solutions to help advertisers navigate ongoing industry changes and preserve accurate conversion measurement. 

You can find out the latest information about these new privacy-safe measurement solutions at Google Marketing Livestream 2021 on Thursday, May 27 at 8:00 a.m. PT / 11:00 a.m. ET. 

Conversion modeling through Consent Mode in Google Ads

Last year, we introduced Consent Mode, a beta feature to help advertisers operating in the European Economic Area and the United Kingdom take a privacy-first approach to digital marketing. When a user doesn’t consent to ads cookies or analytics cookies, Consent Mode automatically adjusts the relevant Google tags’ behavior to not read or write cookies for advertising or analytics purposes. This enables advertisers to respect user choice while helping them still capture some campaign insights.

Without cookies, advertisers experience a gap in their measurement and lose visibility into user paths on their site. They are no longer able to directly tie users' ad interactions to conversions, whether the users are repeat visitors or whether those users have arrived from paid or organic traffic sources. To help close this gap, we're introducing conversion modeling through Consent Mode. This will help marketers preserve online measurement capabilities, using a privacy-first approach.

Now, Consent Mode will enable conversion modeling to recover the attribution between ad-click events and conversions measured in Google Ads. Early results from Google Ads have shown that, on average, conversion modeling through Consent Mode recovers more than 70% of ad-click-to-conversion journeys lost due to user cookie consent choices. Results for each advertiser may vary widely, depending primarily on user cookie consent rates and the advertiser’s Consent Mode setup.

How modeling fills in measurement gaps

Conversion modeling can help fill in blanks in media measurement at times when it’s not possible to observe the path between ad interactions and conversions. Conversion modeling through Consent Mode specifically addresses gaps in observable data from regulations on cookie consent in various regions. Conversion modeling uses machine learning to analyze observable data and historical trends, in order to quantify the relationship between consented and unconsented users. Then, using observable user journeys where users have consented to cookie usage, our models will fill in missing attribution paths. This creates a more complete and accurate view of advertising spend and outcomes — all while respecting user consent choices. Conversion modeling also upholds privacy by not identifying individual users, unlike tactics like fingerprinting which Google has a strict policy against.

Using modeling to probabilistically recover linkages between ad interactions and conversions that would otherwise go unattributed means more conversion insights for optimizing campaign bidding and understanding what’s driving sales. It's important for any modeling approach to account for the fact that people who consent to cookies are likely to convert at a different rate than those who don't.

Holistic measurement for your Google Ads campaigns

It’s important for advertisers to have accurate reporting so they can make their marketing investments go further. Advertisers using Consent Mode will now see their reports in Google Ads updated: for Search, Shopping, Display, and Video campaigns, the “Conversions,” “All conversions” and “Conversion value” columns will now include modeled conversions for consent gaps. All other Google Ads campaign performance reports that use conversion data will also reflect the impact from adding in modeled conversions.

Modeled conversions through Consent Mode will be integrated directly in your Google Ads campaign reports with the same granularity as observed conversions. This data then makes its way into Google’s bidding tools so that you can be confident your campaigns will be optimized based on a full view of your results.

Blue pie chart stating: On average, Consent Mode recovers more than 70% of ad-click-to-conversion journeys lost due to user consent choices.

For advertisers who want to optimize their campaigns based on return on ad spend or cost-per-acquisition, they can use Target Return on Ad Spend (tROAS) orTarget Cost Per Acquisition (tCPA) Smart Bidding strategies with Consent Mode. If you had previously adjusted targets to account for cookie consent changes, you can now go back to setting targets in line with your ROI goals. Note that you’re likely to see gradual improvements in reported performance as we recover lost conversions through modeling.

For advertisers who want to maintain their campaign spend, conversion modeling through Consent Mode also works with the Maximize conversions or Maximize conversion value Smart Bidding strategies in Google Ads. We recommend you make sure that the budget you’ve decided on is well-aligned with your spend goals.

Get started

If you’re an advertiser operating in the European Economic Area or the United Kingdom, have implemented Consent Mode and are using Google Ads conversion tracking, conversion modeling from Consent Mode is available for you today.

And if you aren’t using Consent Mode yet, you have two options to get started. You can implement it yourself on your website by following our instructions. Or if you need some extra help, we’ve partnered closely with several Consent Management Platforms, a few of which already take care of critical implementation steps on behalf of advertisers.

logos of Consent Management Platforms ready to take care of critical implementation steps

We are continuously adding new privacy-forward techniques to help our machine learning solutions better understand the aggregate behavior of non-consenting users, and offer actionable insights in reporting for deeper clarity on your marketing spend. We’ll be bringing conversion modeling through Consent Mode to other Google advertising products, like Campaign Manager 360, Display & Video 360 and Search Ads 360 later this year.

A nonprofit finds volunteers with the new Google Analytics

In the United States, almost half of our food supply is wasted. That’s enough to feed everyone who experiences food insecurity four times over. “In a lot of ways hunger is not a supply problem, it’s a distribution problem,” says Leah Lizarondo, cofounder and CEO of 412 Food Rescue, a Pittsburgh-based nonprofit organization seeking to close the gap between food surplus and food scarcity.

In order to successfully achieve their mission to reduce hunger by redirecting surplus food to people experiencing food insecurity, Leah and her team need to recruit volunteers to download the Food Rescue Hero app and complete a local food pickup and delivery, becoming what they call “Food Rescue Heroes.” As a growing nonprofit organization, 412 Food Rescue has limited resources, though, and relies on technology to save time and invest in the right places.

A cross-platform understanding of volunteers

Historically, measurement across 412 Food Rescue’s digital touchpoints had been a challenge for the nonprofit. Key data was siloed between their website and app, making it time intensive to get a complete understanding of how people were engaging with the organization online. With help from their digital analytics partner Bounteous, 412 Food Rescue turned to the new Google Analytics.

The new Google Analytics allows us to look at our data across platforms — web and app — to understand the full journey of our users. We’ve been able to cut our reporting time by 50%. Sara Swaney
Director of Advancement, 412 Food Rescue

With that time savings, the team at 412 Food Rescue has been able to improve their marketing and focus on engaging more volunteers in the community.

“In order to recruit more volunteers, we needed to know where people were learning about 412 Food Rescue,” Swaney says. With a view of user engagement across platforms and devices,  412 Food Rescue was able to easily discern where the majority of its volunteers discover the organization, and what their typical journey is to get started. The team was able to see that new users are most likely to accept a Food Rescue and become volunteers within 48 hours of downloading the app. As a result, they adjusted their social media campaigns to drive app downloads on Mondays and Tuesdays, when most Food Rescues are typically posted in the app. By facilitating Food Rescues that users can immediately act on upon downloading the app, 412 Food Rescue was able to improve the user journey and convert more users to volunteers.

Automated insights introduce a new set of learnings

With automated insights generated through machine learning, 412 Food Rescue has been able to save time analyzing data and spend more time taking action. They learned, for example, that there was a dip in volunteer engagement on weekends, an insight that had gone unnoticed. Because they had been proactively alerted to the change in Analytics, they were able to quickly respond by increasing their marketing efforts on weekends to boost engagement and address the demand for local deliveries on those days.

Greater impact despite limited resources

Even without a dedicated analytics team, 412 Food Rescue is able to easily get a deep understanding of their data and use it to shift their marketing strategy, grow their network of Food Rescue Heroes, and secure further investment to ultimately expand to more cities and achieve their mission to end food waste and hunger.

Get started with the new Google Analytics today.

Access Google Surveys and Google Analytics 4 data in Data Studio

Today, Data Studio users can access over 300 data sets in just a couple clicks. From Google Ads to BigQuery to your CRM data, you can spend more time finding and sharing insights and less time configuring data sources. With two brand new data connectors you can access even more data through Data Studio to help you analyze your marketing investments and make decisions. You can now access your market research data with our new Google Surveys connector and connect to the next generation of Google Analytics with support for Google Analytics 4 properties. 


Google Surveys give you a quick, cost-effective way to get valuable insights into the minds of your target audience. Gather the insights you need to make smarter, faster business decisions—in a fraction of the time it takes for traditional market research. With the new Data Studio integration, you can quickly visualize your Surveys data alongside your marketing data from sources like Google Ads and Google Analytics.

Google Surveys report in Data Studio

Google Surveys report in Data Studio 

We’ve made it easy to visualize your Google Surveys data. Simply click “View report in Data Studio” when you’re in Google Surveys to see your survey data in a template that you can customize and share in a couple clicks.

View your report in Data Studio in one click

View your report in Data Studio in one click

In addition to expanding access to Google Surveys, we’re also excited to announce support for Google Analytics 4 properties. You can now connect to your Google Analytics 4 properties in Data Studio along with your Universal Analytics properties.

Google Analytics 4 report in Data Studio

Google Analytics 4 report in Data Studio

Accessing the data you need to make better decisions is only the first step. Finding insights from the data and determining the best way to communicate the insights to stakeholders can be challenging and time consuming. We’re making it easier to get started with new marketing templates across common data sets like Google Ads, Search Ads 360 and more. You can find over 30 solutions to help you get started in the Data Studio gallery.

New Google Ads performance report in Data Studio solution gallery

New Google Ads performance report in Data Studio solution gallery

We are excited to hear how these new data connections and template solutions help you find insights and make decisions. Drop us a line in our community forum to let us know what’s working well and what you’re excited for next. 

Introducing the new Google Analytics

Millions of businesses, large and small, rely on Google Analytics to understand customer preferences and create better experiences for them. With more commerce moving online and businesses under increased pressure to make every marketing dollar count, insights from digital analytics tools are even more critical.

But with major shifts in consumer behavior and privacy-driven changes to longtime industry standards, current approaches to analytics aren’t keeping pace. In a survey from Forrester Consulting, marketers said that improving their use of analytics is a top priority, and that existing solutions make it difficult to get a complete view of the customer and derive insights from their data.

To help you get better ROI from your marketing for the long term, we're creating a new, more intelligent Google Analytics that builds on the foundation of the App + Web property we introduced in beta last year. It has machine learning at its core to automatically surface helpful insights and gives you a complete understanding of your customers across devices and platforms. It’s privacy-centric by design, so you can rely on Analytics even as industry changes like restrictions on cookies and identifiers create gaps in your data. The new Google Analytics will give you the essential insights you need to be ready for what’s next.

Smarter insights to improve your marketing decisions and get better ROI

By applying Google’s advanced machine learning models, the new Analytics can automatically alert you to significant trends in your data - like products seeing rising demand because of new customer needs. It even helps you anticipate future actions your customers may take. For example, it calculates churn probability so you can more efficiently invest in retaining customers at a time when marketing budgets are under pressure. We’re continuing to add new predictive metrics, like the potential revenue you could earn from a particular group of customers. This allows you to create audiences to reach higher value customers and run analyses to better understand why some customers are likely to spend more than others, so you can take action to improve your results.

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Churn probability in the Analysis module

With new integrations across Google’s marketing products, it’s easy to use what you learn to improve the ROI of your marketing. A deeper integration with Google Ads, for example, lets you create audiences that can reach your customers with more relevant, helpful experiences, wherever they choose to engage with your business.

The new approach also makes it possible to address longtime advertiser requests. Because the new Analytics can measure app and web interactions together, it can include conversions from YouTube engaged views that occur in-app and on the web in reports. Seeing conversions from YouTube video views alongside conversions from Google and non-Google paid channels, and organic channels like Google Search, social, and email, helps you understand the combined impact of all your marketing efforts.

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YouTube Engaged-view conversions in Analytics reports

Businesses taking part in the beta are already seeing benefits. Vistaprint, responding to rapid changes in their business at the start of the pandemic, was able to quickly measure and understand the customer response to their new line of protective masks. And Jeff Kacmarek, Vice President of Domino’s Pizza of Canada, found that “linking the new Google Analytics to Google Ads enables us to optimize around the actions that matter most to our customers, regardless of how they interact with our brand.”

A more complete understanding of how customers interact with your business

The new Analytics gives you customer-centric measurement, instead of measurement fragmented by device or by platform. It uses multiple identity spaces, including marketer-provided User IDs and unique Google signals from users opted into ads personalization, to give you a more complete view of how your customers interact with your business. For example, you can see if customers first discover your business from an ad on the web, then later install your app and make purchases there.

You’ll also get a better understanding of your customers across their entire lifecycle, from acquisition to conversion and retention. This is critical when people’s needs are rapidly changing and you have to make real-time decisions in order to win - and keep - new customers. Based on your feedback, we simplified and re-organized reporting so you can intuitively find marketing insights based on the part of the customer journey you’re interested in. For example, you can see what channels are driving new customers in the user acquisition report, then use the engagement and retention reports to understand the actions these customers take, and whether they stick around, after converting.

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New reporting structure organized by the user lifecycle

Built for the long term

Now is the time to invest in your digital marketing basics, like smarter analytics, so you can be ready for what comes next. This will also help you respond to rising consumer expectations, regulatory developments, and changing technology standards for user privacy. With a new approach todata controls, you can better manage how you collect, retain and use your Analytics data. More granular controls for ads personalization let you choose when to use your data to optimize your ads and when to limit your data use to measurement. And of course, we continue to offer users control over sharing their activity with Google Analytics.

Because the technology landscape continues to evolve, the new Analytics is designed to adapt to a future with or without cookies or identifiers. It uses a flexible approach to measurement, and in the future, will include modeling to fill in the gaps where the data may be incomplete. This means that you can rely on Google Analytics to help you measure your marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future.

The future of Google Analytics

The new Google Analytics is now the default experience for new properties and is where we’re investing in future improvements. We know there are capabilities many marketers need before fully replacing their existing Analytics setup, so we encourage you to create a new Google Analytics 4 property (previously called an App + Web property) alongside your existing properties. This will allow you to start gathering data and benefit from the latest innovations as they become available while keeping your current implementation intact. If you’re an enterprise marketer, we’re currently in beta with an Analytics 360 version that will offer SLAs and advanced integrations with tools like BigQuery, and will have more to share soon.

Measure conversions while respecting user consent choices

With so many people around the world turning to online shopping this year, advertisers need to measure how effective their digital campaigns are at driving online sales. What’s more, data-protection authorities in Europe may now require many businesses to obtain consent from users on their digital properties for activities related to advertising and/or analytics—impacting advertisers’ understanding of how users are converting on their sites.

Last month, we shared that we’ve integrated our ads systems with the IAB Europe’s Transparency and Consent Framework (TCF) v2.0. For businesses that choose to use this method to gather user consent, Google’s ad systems will read and respect the Transparency and Consent String, so businesses can comply with applicable regulations.

For advertisers who choose not to use TCF v2.0, we’re introducing a new solution to offer more flexibility in how they use Google tags alongside their user consent tools. Consent Mode introduces two new tag settings that manage cookies for advertising and analytics purposes for advertisers using the global site tag or Google Tag Manager. These two settings can be used to customize how Google tags behave before and after users make their consent decisions – helping advertisers more effectively measure conversions, while respecting user consent choices for ads cookies and analytics cookies.

Using Consent Mode with Google’s ad platforms

Attributing conversions to the campaign that drove them is a key priority for advertisers. It helps them better optimize campaign bids and reallocate budget towards the best performers. With Consent Mode, advertisers can achieve greater insight into conversion data while also making sure that the Google tags helping them measure conversions are reflecting users' consent choices for ads cookies.

Once Consent Mode is implemented, advertisers will have access to a new tag setting, “ad_storage,” which controls cookie behavior for advertising purposes, including conversion measurement. If a user does not provide consent for ads cookies, Google tags will not use cookies for advertising purposes.

Let’s say someone visits your website and makes their consent selection for the use of ads cookies on your cookie consent banner. With Consent Mode, your Google tags will be able to determine whether or not permission has been given for your site to use cookies for advertising purposes for that user. If a user consents, conversion measurement reporting continues normally. If a user does not consent, the relevant Google tags will adjust accordingly and not use ads cookies, instead measuring conversions at a more aggregate level.

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With Consent Mode, you can update Google tag behavior based on the user consent selection.

With Consent Mode, campaigns running on Google Ads, Campaign Manager, Display & Video 360, and Search Ads 360 will be able to continue reporting conversions – while respecting users’ consent choices for ads cookies. And because you’re able to retain conversion measurement in your campaign reporting, you’ll be able to continue attributing conversions to the right campaign and optimize your campaign bidding efficiently.

Using Consent Mode with Google Analytics

Consent Mode also works with Google Analytics. This means that Analytics will be able to understand and respect user consent for ads cookies. For example, when the “ad_storage” tag setting is disabled for unconsented users, Analytics will not read or write ads cookies, meaning that optional features that rely on Google signals, like remarketing, will be disabled.

In addition to the “ad_storage” tag setting, Consent Mode provides advertisers with a new tag setting, “analytics_storage,” which controls analytics cookie usage. Let’s say you would like to request consent for both analytics and ads cookies from users on your website. You can use Consent Mode to update Google tag behavior based on the user selection for each type of cookie. Analytics will adjust data collection based on user consent for each of the “ad_storage” and “analytics_storage” settings. For example, if a user does not provide consent for ads cookies (and therefore advertising purposes are disabled), but does provide consent for analytics cookies, advertisers will still be able to measure site behavior and conversions in Analytics as the “analytics_storage” setting will be enabled.

Getting started

Consent Mode is available in beta to a limited number of advertisers that operate in Europe and already use the global site tag or Tag Manager. To learn more about the feature, visit our Help Center here.

If you’re interested in getting started with Consent Mode, please reach out to your Google account team. Implementing Consent Mode requires adding a few lines of code above your global site tag or Tag Manager container. To help with this process, we have partnered closely with several Consent Management Platforms. A few are already integrated with Consent Mode and are ready to help.

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Consent Management Platforms that are already integrated with Consent Mode.

Changes designed to improve user privacy are continuing to impact the digital advertising ecosystem, and we’re committed to helping your business navigate this new environment. To learn more about steps you can take, download our privacy playbook. And stay tuned for more new capabilities to help you manage and respect user consent choices for ads and analytics cookies across platforms.

Improve performance and security with Server-Side Tagging

To measure the effectiveness of digital campaigns and understand the customer journey, businesses often work with a variety of technology partners. Doing so typically requires businesses to add JavaScript code written by these partners, also known as third-party tags, directly to their websites. But when too many tags load on a site, it can negatively affect the customer experience--and conversion rates. Plus, since third-party tags running directly on a site could have broad access to information entered on that page, it’s important for businesses to have control over what information those tags can access.

To help address these challenges, we’re introducing Server-Side Tagging to Google Tag Manager and Tag Manager 360. You’ll now be able to move many third-party tags off your site and into a new server container hosted in your Google Cloud account. That means when customers interact with a page on your site, third-party tags are loaded directly in the server container rather than the site. This provides you with faster page load times, greater security for your customer data, and additional data controls.

Deliver faster site experiences to your customers

When you move third-party tags off your site, fewer tags must load when your customers visit – leading to faster page load times. A recent research study showed that a decrease in page load times for mobile sites improved progression rates for every step of the purchase funnel for all brands surveyed. In fact, for retail sites every 0.1 second reduction in mobile site speed on average increases average order value by nearly 10 percent.

Consider an ecommerce retailer that works with many technology partners to execute marketing campaigns and measure customer behavior. Whenever this retailer wants to work with a new partner, for example to run email marketing campaigns, it needs to add a new third-party tag to its site to measure success. Instead of doing that, the retailer can now place the new tag into its server container in Tag Manager. And when a customer loads the retailer’s site, this tag will run in the server container after the page loads. This allows businesses to measure the success of their campaign without impacting the customer experience.

Secure your customer data

When customers engage with your business online, they share information with you. You want to ensure that information is safe and only authorized partners are able to access it.

When third-party tags are implemented directly on your site, these tags are able to access and interact with other information customers are entering into your site. With Server-Side Tagging, you place third-party tags in a secure server container in your Google Cloud project. This means tags in your server container only have access to information sent to the server and no longer have access to the information entered on your site. And because these tags are placed into your server container, you gain visibility into what data the tags are collecting and where that information is being sent.

Control the behavior of third-party tags

Tag Manager already allows you to control third-party tag behavior through a sandboxed version of JavaScript, ready-to-go tag templates fromthe Community Template Gallery, and a permissions model for all third-party tags. All of these capabilities continue to be available with Server-Side Tagging.

Each tag that you add to your server container will have to declare how it will behave, for example which cookies can be accessed or where data can be sent. And you can also set policies to automatically control what tags are allowed to do. This helps you ensure that any new tags added to your container follow the same permissions so you do not need to continuously check tag behaviors in the future.

Get started with Server-Side Tagging

Server-Side Tagging is now available to all Tag Manager and Tag Manager 360 accounts. When you log into your Tag Manager account, you can create a new server container and connect it with a new or existing Cloud account. You can learn more about setting up Server-Side Tagging for your business with this guide. And if you don’t have a Tag Manager account, you can create one for free.

Take control of how data is used in Google Analytics

Rising consumer expectations and changing industry regulations have set higher standards for user privacy and data protection. This has led many businesses to revisit how they are managing data in their Google Analytics accounts. To help, Analytics provides businesses with a variety of features to control how their data is used. Here is an updated overview of controls in Analytics that govern how data is collected, stored, and used–all of which can be adjusted at any time.

Three ways businesses can manage data in Google Analytics:

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Control the data settings in your account

You can access various settings in your Analytics account to control how you collect, retain, and share data.

Decide if you need to accept the Data Processing Terms.

The optional Data Processing Terms are meant for businesses affected by the European Economic Area General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and other similar regulations. You can review and accept the terms if needed in your Analytics account, under Account Settings.

Anonymize IP addresses for your Web property.

When you enable IP anonymization in your Web property, Analytics will anonymize the addresses as soon as technically feasible. This may be useful for you to comply with your company’s privacy policies or government regulations. For Apps properties and App + Web properties, IP anonymization is enabled by default.

Disable some or all data collection.

You also have the ability to partially or completely disable data collection for any of your Analytics properties. Chrome users have the ability to opt out from data collection using the Analytics opt-out Add-on.

Set the data retention period.

You can select how long user-level and event-level data is stored by Analytics, and whether new events can reset that time period. Once that amount of time has passed, the data will be scheduled for automatic deletion from your account and Google’s servers.

Select what data you share with your support team and Google.

The data sharing settings allow you to customize whether to share Analytics data with Google, including whether to allow Google technical support representatives and Google marketing specialists to access your account when you want support using the product or performance recommendations.

Review your Google signals setting.

The Google signals setting allows you to enable additional features in Analytics like remarketing, demographics and interests reports, and Cross Device reports. You can also further customize this setting to keep Google signals enabled for reporting while limiting or disabling advertising personalization.

Choose whether your data is used for ads personalization

Digital advertising helps you reach people online and drive conversions on your app and website. When you enable ads personalization in Analytics, for example by activating Google signals, you gain the ability to use your Analytics audiences to personalize your digital ads which can improve the performance of your campaigns. You can customize how your Analytics data is used for ads personalization.

Control ads personalization for your entire Analytics property.

You can choose to disable ads personalization for an entire property, which will cause all incoming events for that property to be marked as not for use in ads personalization. You can manage this in the property settings of your account.

Control ads personalization by geography.

If you need to set the ads personalization setting for your property at the geographic level, you now have the ability to enable or disable this setting by country. And in the United States, you can adjust the setting at the state level.

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Allow or disallow ads personalization by state in the United States

Control ads personalization by event type or user property.

In App + Web properties, you can adjust the ads personalization setting for a specific event type or user property. For example you can exclude specific events or user properties from being used to personalize ads and only use that data for measurement purposes.

Control ads personalization for an individual event or session.

You can also manage whether an individual event or session is used for ads personalization. For example, if you need to obtain consent before enabling the setting you can dynamically disable ads personalization at the beginning of the session and on each subsequent event until consent is obtained.

Independent of these ads personalization controls that Analytics offers to advertisers, users can control their own ads personalization setting for their Google account. Once they've turned off this setting, Google will no longer use information about them for ads personalization.

Remove data from Analytics

You can remove your data from Analytics for any reason and at any time. You can request the data to be deleted from the Analytics servers or delete information for a single user.

Request data to be deleted.

If you need to delete data from the Analytics servers, you can submit a request for its removal. There is a seven-day grace period starting from the time you make the request before Analytics will begin the deletion process. All administrators and users with edit permission for your account will be informed of your request and have the ability to cancel the request during the grace period. Similar functionality will be available in App + Web properties soon.

Delete data for individual users.

You are able to delete a single user’s data from your Analytics account. If you have edit permission for the account, you can do this through the User Explorer report in Web properties or the User Explorer technique in the Analysis module in App + Web properties. Data associated with this user will be removed from the report within 72 hours and then deleted from the Analytics servers in the next deletion process. Your reports based on previously aggregated data, for example user counts in the Audience Overview report, won’t be affected. If you need to delete data for multiple users, you can use the Analytics User Deletion API.

Delete a property.

If you have edit permission, you can delete a property from your Analytics account. Your property and all the reporting views in the property will be permanently deleted 35 days after being moved to the Trash Can. Once deleted, you are not able to retrieve any historical data or reinstate reports.

All of the above features are available to use right now. For more information, please visit the Help Center.

We hope that you found this overview of current controls helpful. Google Analytics is continuously investing in capabilities to ensure businesses can access durable, privacy-centric, and easy to use analytics that work with and without cookies or identifiers. Please stay tuned for more in the coming months.