World of Marketing News - Week of January 22, 2024
We have been getting a LOT of feedback from everyone regarding Google's depreciation of cookies in 2024. More often than not, you all are reaching out with questions concerning how you will track site visitors for PPC retargeting campaigns and conversion attribution. Well, we heard you and are back with another episode to dive into those problems! 🌍📰
With a 100% removal of cookies from Chrome by Q3 2024, Google is working on solutions related to GA4 that will allow for accurate conversion attribution and retargeting of site visitors:
1. Protected Audience API (formerly known as Fletch API) places a snippet of code on your website that allows visitors to opt into ad interest groups. This is an improvement over the current retargeting system in a number of ways. First, it is consent-oriented, so this improves user variness related to data tracking. Second, it explicitly defines who wants to receive what ads, so there is potential for greater ROI after implementation. Third, this API is expected to integrate directly with GA4. While the tool is available now, we are still waiting for Google to roll out the GA4 implementation.
2. Enhanced Conversions will track conversions of users on your site and send the user data to Google which cross references that data with a list of users who have viewed your ads. If they were to have seen an ad but perhaps converted a day later after seeing a social media post, the Enhanced Conversions tool will correctly attribute the reach and conversion to the ad campaign.
The announcement of these tools suggests Google is looking to make the transition to a cookieless internet as seamless as possible for businesses and site owners around the world.
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#Cookies #Chrome #SEM #MedicalMarketing #PodiatryMarketing #LawFirmMarketing #DigitalMarketing #PPC #GoogleAds #Retargeting #2024SEOTrends #2024SEOPredictions #2024SEOStrategy
Sources:
https://www.searchenginejournal.com/g...\
https://searchengineland.com/google-c...
https://www.searchenginejournal.com/g...
https://developers.google.com/privacy...
https://searchengineland.com/ga4-prot...
https://www.searchenginejournal.com/w...
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