Attribution remains one of the biggest headaches for brands. Some mention that a large part of their budget is dedicated to acquisition and it often creates tensions, especially in cases where brands work with retailers.
With the changes in Analytics and the upcoming changes to Consent Mode V2 , the environment is shrouded in a halo of uncertainty. Google's new consent model will be mandatory. It brings with it many more control fields and therefore, many more elements to be aware of. It will be the only way to be able to offer ads to those who have given consent to do so, so...what will happen to those who do not migrate to this new model? Will they disappear?
XGiven the wide range of possibilities, it is difficult to pay attention to all the advertising options that can be carried out. For this reason, we discussed how to discover the real effect of each of these options.
Optimizing the channels used to measure these effects is key to achieving results, in addition to investing in obtaining sufficient information. Using Google Performance Max (Pmax) campaigns , that is, belarus number data campaigns at maximum performance, can be key to having more effective strategies, since you can have your entire Google Ads inventory at your fingertips from a single campaign.
On the other hand, knowing how the strategies used work and promoting learning within the company's own internal teams, as well as investing in customer loyalty, will allow you to know more about your target audience and offer them what they really want.
Those who have been building customer loyalty for years, either on the web or with a loyalty card, can track purchases more quickly and easily because they already have a database from which to obtain information instead of depending solely on the user accepting cookies.
Another growing trend is the use of clean rooms . Although this has its limitations, as fewer and fewer people log into the platforms to browse through them, unless you are a giant like Amazon. For this reason, many businesses are betting on "forcing login" , offering exclusive services if you log in or register on their platform, a risky but sometimes useful measure.