Advanced analytics techniques to measure PPC - SEO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cherylroll.com\/advanced-analytics-techniques-measure-ppc-smx-444579\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Advanced analytics techniques to measure PPC - SEO\" \/>\n<meta property=\"og:description\" content=\"I got the opportunity to present at SMX Advanced 2024 on a topic I live and breathe every week with my agency’s clients: advanced PPC analytics and measurement. 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{"id":6702,"date":"2024-08-06T00:00:00","date_gmt":"2024-08-06T00:00:00","guid":{"rendered":"https:\/\/cherylroll.com\/advanced-analytics-techniques-measure-ppc-smx-444579\/"},"modified":"2024-08-06T00:00:00","modified_gmt":"2024-08-06T00:00:00","slug":"advanced-analytics-techniques-measure-ppc-smx-444579","status":"publish","type":"post","link":"https:\/\/cherylroll.com\/advanced-analytics-techniques-measure-ppc-smx-444579\/","title":{"rendered":"Advanced analytics techniques to measure PPC"},"content":{"rendered":"

I got the opportunity to present at SMX<\/a> Advanced 2024 on a topic I live and breathe every week with my agency’s clients: advanced PPC<\/a> analytics and measurement.<\/p>\n

I’ve been in digital marketing for over 20 years, and in my (rather biased) opinion, intelligent analytics have never been more of a differentiating factor in marketing campaigns.<\/p>\n

Privacy-focused regulations have made measurement more complicated and AI has stripped marketers of many ways to uplevel their performance within channels. The proliferation of channel options means that seeing the whole picture is imperative.<\/p>\n

With that said, if you didn’t get the chance to catch the presentation and\/or don’t have time to watch the recording, I’ll break down five main takeaways:<\/p>\n

Consent Mode v2 puts even more control in the hands of users.<\/p>\n

The shift from observed to modeled data is at hand.<\/p>\n

Back-end data implementation is crucial.<\/p>\n

It’s time to embrace non-cookie measurement options.<\/p>\n

Proxy metrics can fill gaps when data is scarce.<\/p>\n

1. The significance of Google Consent Mode v2<\/h2>\n
In 2012, the ePrivacy Directive (a European Union cookie law) required websites to obtain consent from visitors before storing\/accessing information on their devices. That was the precursor to 2018’s watershed GDPR and, to a lesser extent, CCPA privacy regulations.<\/p>\n
In 2020, Google introduced Consent Mode v1, which allowed website owners to adjust behavior for Google tags based on users’ consent status and, therefore, comply with GDPR and CCPA.<\/p>\n
What new wrinkles does Consent Mode v2 bring? Essentially, this update requires that end users be told how to revoke consent to ads personalization and enables anonymous tracking.<\/p>\n
Users get more control of their personal data, including the ability to amend preferences. Google gets anonymous visitor information without using cookies or other tracking information, instead using so-called “cookieless pings” for more accurate data modeling.<\/p>\n
2. The shift from observed to modeled data<\/h2>\n
In plain speak for advertisers:<\/p>\n
You won’t be able to track what individual users are doing, so you’d better prepare to zoom out and work more effectively with a big-picture perspective with conversion modeling.<\/p>\n
Part of that initiative is implementing Consent Mode v2 because you’ll have less accurate reporting from limited conversion tracking without it. You’ll also have fewer and thinner audience insights, which can impact audience segmentation and targeting.<\/p>\n
Conversion modeling, based on those “cookieless pings,” requires a daily ad click threshold of 700 ad clicks over a seven-day period per country and domain grouping.<\/p>\n
Its function is to examine how many of the unconsented clicks lead to conversions. It’s not perfect, but it does a good job of patching the data gap of overall conversions in a campaign, even if unconsenting users aren’t tracked individually.<\/p>\n
In the example below, the advertiser has a consent rate of 50% but only a 19% drop in conversions (12 out of 62) and an 18% conversion rate uplift from conversion modeling.<\/p>\n
The upshot is that if you implement both Consent Mode v2 and conversion modeling (the mechanics of those are too lengthy to cover here), you’ll stay compliant and mitigate much of the resulting data loss.<\/p>\n
Dig deeper: 4 ways to check your website’s Google consent mode setup<\/a><\/em><\/strong><\/p>\n
Get the newsletter<\/a> search marketers rely on.<\/p>\n
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WATCH: Advanced analytics techniques to measure PPC performance<\/h2>\nHere’s my full presentation from SMX Advanced:<\/p>\n\n