Google Conversion Modeling & Cookies
Last Updated: May 27, 2021
Google Conversion Modeling
Google Conversion Modeling is a tool within its Consent Mode solution that will become vital in a world without third-party cookies.
Typically, digital advertising has allowed website owners to identify and track their users wherever they are and provide them with timely and relevant messages. This information has become useful to understand the effectiveness of ads and to improve the customer journey, from awareness to conversion.
As users become more aware of how their data is being tracked, respecting their privacy choices while adapting to new ways to capture campaign insights will be vital for continued success. Adding in other factors such as tracking performance across multiple devices and browsers adds complexity to performance analysis.
Historically, websites rely on third-party cookies to gather useful information about what happens after an ad has been clicked on. But as browsers continue to remove third-party cookies, there becomes a growing need and concern to preserve conversion tracking. Additionally, depending on what region a website operates in, they might be required to adhere to strict guidelines for data collection.
The focus for websites and advertisers is to find ways to provide more choices without sacrificing gaps in media measurement.
What is Google Consent Mode?
In 2020, Google introduced Google Consent Mode, a beta feature to help advertisers in the European Economic Area (EEA) and the United Kingdom become more privacy-focused regarding their advertising activities. If a user rejects the advertising or analytics cookies, Consent Mode will ensure the relevant Google tags’ behavior will not read or write those cookies.
How Does Conversion Modeling Work?
The core function of Conversion Modeling is to bridge the gap between cookie consent choices to accurately assess the effectiveness of marketing campaigns. Particularly, when there are many blanks in the customer journey.
Conversion Modeling uses machine learning to quantify the impact of marketing activities when a subset of conversions can’t be observed. For example, if a user rejects cookies and uses multiple devices, it will become increasingly difficult to link their devices and correctly measure the conversion journey. As a result, this will impede advertisers’ ability to attribute the conversions to the appropriate ad. If modeling techniques are not activated, this attribution issue will leave gaps in the customer journey and prohibit insights. When a modeling foundation is put into place, observable data can feed algorithms that make use of historical trends that can accurately validate and inform measurement.
Conversion Modeling uses only reporting on aggregated and anonymized data to provide confident measurements. This allows websites to unlock a full, privacy-centric vision of customer behaviors and ensures performance doesn’t deteriorate due to a lack of direct measurement.
Essential in a World Without Third-Party Cookies
Without employing a conversion modeling technique, you can miss measurements from multiple affected campaigns. This will no doubt leave a lasting impact on the overall health of any business and cause missed opportunities.
Additionally, building modeling into the foundation of an analysis will provide a safeguard that automatically fills gaps using data-driven signals which can be customized to campaigns. It’s essential that this data is accurate so it can lead to continuous learning, decisions, and optimizations.
Google Conversion Modeling allows advertisers and websites to create an accurate, aggregate view of customer behavior. Machine learning can analyze current observable signals, such as device, date and time, conversion type, and model across active campaigns. Having these strategies embedded into measurement capabilities, powered by a strong data set, removes uncertainty and ensures benefits. This automation technology is also important in terms of resilience, an analysis should be able to keep up with evolving industry changes and update its conversion observations accordingly.
Let CookiePro Help
The key to achieving success in the coming end of the third-party cookies environment is to implement solutions that help increase the amount of observable data for your campaigns. CookiePro is the most robust consent management platform on the market, constantly monitoring new global regulations and best practices, and supports Google Consent Mode. Get started today to leverage powerful solutions and easily implement a cookie banner same-day.
- Scan your website to identify and categorize cookies and tracking technologies on your website
- Automatically generate a detailed list of cookies, categories, and descriptions in dynamic Cookie-List based on your latest website scan
- Customize your consent approach from notice only, opt-out implied, opt-in, or customize your own
- Build a centrally located, historical consent database to demonstrate compliance to regulators and auditors
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