According to Google and Ipsos, 68% of consumers are skeptical about how companies use their data. Moreover, 73% of users delete cookies and browser history, and 70% turn off geolocation to keep their data safe.
How to make ad campaigns effective without compromising user privacy. Google has put together three key steps to help brands leverage accurate data analytics and improve their marketing strategy while respecting privacy practices.
What is native data and why is it important to work with it?
Karen Stokes, Managing Director of the Global Analytical Solutions Project at Google, is confident:
A business will not be truly customer-centric until you invest in a strategy for working with your own data.
Native data is the information about users that they themselves transfer to companies.
According to SEOnews, companies combining all of their data sources generate 1.5 times more revenue from a single placement or customer interaction. In addition, their ROI is double that of companies with incomplete data integration.
How to work with your own data as efficiently as possible?
1. Build a stable tagging infrastructure
It is important that the company has all the necessary modern tools and permissions to collect its own data. In this regard, investing in tag infrastructure is making sure brands can continue to accurately measure the performance of their campaigns.
You can use tags to track anything from the time a user purchases an item to the duration of a session. As a result, a complete picture of the purchase path is available. This can be done, for example, using the Google Ads Tag Manager, which allows you to securely collect and manage data without compromising your privacy.
2. Respect users’ decisions
It is vital for brands to earn and maintain user trust, and this requires investment. For data collection methods to work reliably in the future, they must be based on information obtained directly from consumers, with their consent.
“Cookies and other identifiers are gradually losing their relevance. Therefore, we have to look for new ways to measure the effectiveness of campaigns taking into account the user’s decision,” says Karen Stokes.
For example, you can use consent platforms to obtain permission from users to collect data and manage settings.
You also need to sync the platform for requesting consent with analytics tools so that user permissions are considered across all sections of your site. Then, if a user refuses to provide their data, the site will be able to update the tags, and cookies will not be used during this person’s sessions.
3. Apply tools with the most accurate analytics
Tools that protect privacy and fill gaps in information collected from other sources play a large role in analyzing your own data. This is the basis for comprehensive modeling.
For example, on Google, you can use Advanced Conversion Tracking. It will allow you to see conversions that are not recorded with regular tracking. This way, you can get more observable data to simulate conversions.
Prepare for Future Industry Changes
NIXSolutions notes that the world of marketing is moving towards a future in which privacy is essential and is becoming one of the basic standards. It is important for marketers and brands to look for solutions that can be scaled and used in the long term. The key is to use the right tools and plan your campaigns carefully. That way, you can move forward boldly, expanding your marketing opportunities and preserving the user experience.