We’re entering a new world of conversion measurement. With the degradation of cookies, platform changes such as Apple ITP and increasing data regulation, Google is moving towards aggregated forms of measurement that are more privacy safe.
This is the reason behind the Didomi X Google partnership. With the Didomi Google Consent Mode (GCM) integration, advertisers are able to measure conversions while respecting user consent choices.
Didomi and Google are working together to forge new, trustworthy relationships between advertiser and end user. We were delighted to co-host a webinar with Google to discuss GCM, its impact on the industry, and the Didomi X GCM integration.
Watch the replay of the webinar below, with Google Global Product leads Kate Shoda and Namrata Chakrabarti, or carry on reading for insights into how Google and Didomi are promoting a privacy-first approach, without sacrificing conversion measurement.
A new world of conversion measurement
Many companies wish to provide a personalized online experience, to understand where people are converting to effectively measure online campaigns and monetize ad revenue. However, this is becoming increasingly challenging in an ever-changing ecosystem.
Put simply, we’re entering a new world of conversion measurement.
The phasing out of third-party cookies, platform changes such as Apple ITP and Firefox ETP, toughening data regulation… the reasons behind this changing ecosystem are numerous. However, they all have the same root cause: the need for more user privacy.
Don’t panic! It might be the end of the road for third-party cookies, but this does not mean the end of the road for conversion data insights and measurement.
Namrata Chakrabarti summarized it well. There won’t be a one size fits all solution to replace cookies. But that does not mean that there is not a solution. Rather, we need to rely on new types of privacy safe measurement solutions to give us back what cookies used to give us.
This is why Google as a company is moving towards aggregated forms of measurement that are more privacy safe. This is why Google is creating a portfolio of privacy-centric solutions to help advertisers preserve their conversion measurement. This is why Google Consent Mode was built, and this is why it matters.
What is Google Consent Mode?
Google Consent Mode (GCM) is a feature that allows advertisers to indicate the cookie consent status of a user, and allows Google to model for gaps in conversions. Its aim? Privacy safe measurement.
Thanks to Google Consent Mode, advertisers can measure conversions while respecting user consent choices. On average, Consent Mode recovers more than 70% of ad-click-to-conversion journeys lost due to user cookie consent choices.
Google Consent Mode is established on two main pillars:
User Privacy: Tags behave in a consent-aware way, respecting user choices based on ad_storage and analytics_storage.
Modelling: Google is able to use those consent signals and model for lost conversions due to consent changes.
To be eligible for GCM, an advertiser needs to have:
Global site tag or Google Tag Manager implemented sitewide (Google Tag Manager unlocks compatibility with advanced measurement solutions, find out more about the Didomi X Google Tag Manager integration here);
A presence in the EEA + UK region or in regions with relevant regulations;
A consent banner either already in place or planned to be put in place as part of the GCM activation.
Is your company not yet equipped with a consent banner? This is where Didomi comes into play.
The Didomi for Google Consent Mode integration
Didomi is proud to be an official partner for Google Consent Mode. What does this mean, exactly?
It means that the Didomi Consent Management Platform perfectly integrates with Google Consent Mode to provide one all-encompassing platform where users can make their consent choices, and publishers can manage that consent.
Didomi clients can activate and manage Google tag behaviors on the Didomi Console.
It’s a seamless process :
Users make their consent choices on the Didomi consent banner as normal.
The Didomi CMP indicates to Google via Google Consent Mode whether consent has been granted for Analytics and Ads cookies.
Google's tags will dynamically adapt, only utilizing tools for the specified purposes when consent has been given by the user.
When consent for ad storage or analytics storage is denied, the associated Google measurement functions deployed via global site tags (gtag.js) or Google Tag Manager will adjust their behavior accordingly.
So, how at Didomi have we managed to integrate with GCM?
At Didomi, we have created two ways to integrate with GCM, one that is more targeted to developers, and the other that is more user-friendly.
The developer-oriented option: This option is often used for testing. We use a Didomi config object in which we pass the parameter ecm with a flag enable set to true. Given we’ve already integrated the SDK, that’s it!
More user-friendly option: Our non-developer option functions in the Didomi Console. All Didomi customers can enable Google Consent Mode via the integrations vendor property in the Didomi Console, as seen in the image below.
For a live demo of the Didomi X Google Consent Mode integration, skip to 17:30 in the replay, where Didomi software developer Edgardo Rodriguez walks us through step by step.
What does the future hold for advertisers and users?
Ultimately, this is a win-win solution for advertisers and users.
Users have the data rights they deserve
From a user point of view, they have the data rights they deserve. They can choose whether to opt-in or opt-out, and are in charge of the data they choose to share.
Advertisers can continue to measure conversions
From an advertiser point of view, this integration also represents the best of both worlds.
Google Consent Mode bridges the gap between data privacy and digital advertisement by making sure that your website’s analytics and marketing can run seamlessly based on each specific user’s consent choice.
This is a big step forward for the industry, a move towards putting user choice at the heart of data usage, without sabotaging publisher monetisation efforts.
Didomi is proud to have integrated Google Consent Mode. We believe that this marks one step further towards a future that promotes privacy safe conversion measurement, without sacrificing monetization.