Consent Mode: A Key Tool to Improve the Measurement of Your Google Ads Campaigns

Consent Mode is a tool that can enhance the measurement of your Google Ads campaigns. Are you making the most of it?

Proper implementation of Consent Mode not only helps comply with privacy regulations but also significantly improves the ability to measure and understand campaign results, especially in a context where user consent is becoming increasingly complex.

What happens without Consent Mode?

Ad clicks that lack appropriate consent turn into lost data for platforms, leading to incomplete conversion reports. For instance, a campaign might appear less effective than it actually is, prompting decisions such as cutting budgets or changing strategies based on inaccurate data. This impacts the efficiency of advertising investment. With partial information, decisions are based on an incomplete reality.

How does Consent Mode help?

With Consent Mode, Google can model conversions that would otherwise remain invisible. This is achieved using statistical modelling techniques that analyse similar behavioural patterns to estimate how many conversions likely occurred, even when direct data is unavailable. Even without cookie consent, statistical modelling allows the estimation of conversions to provide a more realistic view.

The difference is clear: a 5% conversion rate without Consent Mode could rise to 5.9% with conversion modelling enabled, representing an 18% improvement in reporting accuracy.

Implementation is key

Ensuring that Consent Mode is properly configured is crucial. It’s not enough to rely on just any CMP (Consent Management Platform). A Google-certified CMP, such as Cookiebot, can automate this process, simplifying management and ensuring compliance with regulations.

In my experience, there are several ways to check if a website has implemented Consent Mode correctly. Some useful tools include Consent Mode Inspector and Google Tag Assistant (the latter is used to verify proper implementation of Google Tag Manager and Google Analytics on the site). You can even perform a more in-depth analysis through Google parameters, where "gcs: G111" would indicate that Google recognises Consent Mode.

Do you already have Consent Mode implemented on your website?

Adaptation to a scenario without third-party cookies

Are you ready for the future of digital marketing in a world without third-party cookies? The landscape is changing rapidly, and staying up to date on this subject is crucial. Google's decision to phase out third-party cookies presents a significant challenge for us as digital marketing professionals: adapting our strategies and focusing on collecting our own data in an ethical and transparent manner.

But what does this really mean for you as a marketing professional? This transition offers a fantastic opportunity to strengthen the relationship with your clients through more personalized and direct data collection. Google's 'Privacy Sandbox' encourages innovation in our advertising campaigns, keeping user privacy as a priority.

Facing uncertainty about the actual effectiveness of these strategies, how can we be sure of their impact? Exploring alternatives like contextual advertising and cohort-based targeting opens new doors, allowing us to adapt to emerging regulations and changing expectations of privacy. Consent management becomes a crucial aspect, highlighting transparency and building trust with the audience.

In this new environment, how can we ensure we are making the right decisions? Adaptability is the most important ingredient.

This change represents a unique opportunity to redefine how we interact with our customers and how we analyse and value their data. It invites us to be more creative and more aligned with the needs and desires of our audience.

Introducing my GPT for Digital Marketing: A Comprehensive and Practical Tool for Professionals

I am delighted to announce the launch of a GPT specifically designed for digital marketing. I have customized it to have a meticulous focus on its utility and practicality, aimed at both digital marketing professionals and those seeking a deeper understanding of the field.

This GPT stands out from others you may have seen for its ability to provide detailed analyses and personalized recommendations, not just in theory but also in practice. It is programmed to assist in the creation of applicable marketing strategies and tangible projects, helping you move from learned knowledge to action.

The basis of its expert knowledge comes from a carefully selected collection of documents, including my own articles and guides, as well as timeless insights from digital marketing experts. Although it has access to updated information on the Internet, this expert knowledge is prioritized to ensure deeper and more relevant responses.

In addition, this GPT integrates advanced skills in graph generation, data analysis, and image creation, making it a complete and very versatile tool for any task in digital marketing.

For those of you looking for a tool that provides clear and practical solutions in digital marketing, I invite you to try this GPT and see how it can enrich your approach and strategy.

Link to the GPT:

https://chat.openai.com/g/g-w87bW6ykT-gpt-marketingpro

P.S.: I also leave you links to 2 other GPTs that I have created, not related to digital marketing, but also quite useful in their respective topics:

https://chat.openai.com/g/g-DYOg8Ruey-entreprenerd-ai

https://chat.openai.com/g/g-B8eqx5omG-investsmart-ai