Privacy regulations and the move away from third-party cookies centre around the use of data that can be used to identify individual users. This is called identifying data and includes any data point that can or could be used to identify individual people! such as location data that includes specific postal addresses or IP addresses.
For example! a user’s location in a public
Setting by itself couldn’t be used to dataset identify them individually but combining this location with an IP address can.
Privacy regulations are designed to prevent data collectors from accessing this level of data from individuals without their explicit consent to their data being collected and used in the way collectors describe.
Consent Mode allows companies to collect non-identifying data when users opt out of consent for systems like Google Analytics and Google Ads. So! instead of missing out on all of the data in instances where users refuse to give consent! you still have the non-identifying data to work with.
Not only that but Google uses artificial intelligence and non-identifying data to fill in more of the gaps left behind by opt-outs.
#3: Measure conversions while respecting user consent choices
In September 2020! Senior Product best email marketing tools: closing in 9 Manager for Google Tag Manager! Scott Herman! introduced Consent Mode as a tool for measuring conversions while respecting user consent choices in Google Ads and Google Analytics.
“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.”
This allows you to continue attributing conversions to the right campaign and optimise for performance! even if users opt out of consent.
In April 2021! Google took this technology even
further by introducing conversion australia database directory modelling for consent mode. The system uses machine learning and intelligent modelling to fill in the gaps in conversion reporting by users who opt out of consent.
“Conversion modeling uses machine learning to analyze observable data and historical trends! quantifying the relationship between consented and unconsented users. Then! using observable user journeys where users have consented to cookie usage! our models will assess attribution paths for the unconsented journeys. This creates a more complete and accurate view of advertising spend and outcomes — all while respecting user consent choices.”
Based on its analysis! Google says that consented users are typically 2-5x more likely to convert than unconsented users with variations depending on consent rates! conversion types! industry and a range of other factors.
Google uses these insights to calculate the likelihood of unconsented users converting in each instance and reports this as an estimated figure for you.