4 ‘non-negotiables’ for UK advertisers to end 2024 with the foundations for growth

At the core of this journey are four essential ‘non-negotiables’ that create a strong, adaptable base for measurement and performance. These non-negotiables aren’t mere boxes to tick. They’re steps every senior marketing leader needs to take if they want to thrive in this privacy-first, tech-driven landscape.

According to Tom Kelleher, data & measurement lead at Google, “[each of these] has the potential to enhance the accuracy and resilience of your marketing approach, bridging the gap between necessary compliance and ambitious growth targets.”

1. Durable tagging: the cornerstone of accurate measurement

A strong measurement framework starts with tagging. Without durable tagging, data gaps can lead to incomplete conversion metrics and missed opportunities. The Google Tag is a foundational step, enabling brands to track, measure, and refine campaigns accurately. Marketers have the option to implement the Google Tag manually or through Google Tag Manager, while app-based tagging can be set up via GA4’s Firebase SDK.

Kelleher emphasizes that tagging doesn’t just capture performance data but “creates a resilient foundation, reducing dependency on third-party cookies while future-proofing measurement.” Having this infrastructure in place makes it easier to layer on enhanced measurement features like Enhanced Conversions and consent mode.

It’s easy to overlook the importance of server-side tagging for brands looking to go further. “Server-side tagging provides a higher level of control, letting marketers manage data pipelines directly on their own servers,” explains Kelleher. “This minimizes the reliance on browser-based tags, increases transparency, and ultimately boosts site performance by reducing the load on end-users’ devices.” While it can seem more resource-intensive, this advanced solution gives marketing teams unprecedented control and visibility.

2. Passing consent signals to Google

Compliance with global privacy regulations is another non-negotiable requirement. As part of ongoing efforts to ensure compliance, Google has bolstered enforcement of its EU User Consent Policy and, as a result, Kelleher points out that advertisers wishing to use ads personalisation features in relation to users in the EEA now need to pass consent signals.

For web and app consent, consent mode offers a solution to pass these signals back to Google, automatically filling in measurement gaps through data modeling when user consent is limited. For those with offline conversions, consent communication can be streamlined via conversion upload APIs, where “a simple tick now suffices to attest compliance,” says Kelleher.

Ensuring compliance isn’t just about protecting user privacy but preserving audience and measurement capabilities, as consent signals fuel enhanced conversion and remarketing capabilities. “Consent and respecting user choices will continue to be at the forefront of what we do,” Kelleher says, highlighting the growing importance of a streamlined consent process for maintaining valuable audience insights.

3. Enhanced conversions: maximizing first-party data

As platform changes challenge marketers’ ability to track using third-party cookies, Enhanced Conversions allow for the matching of hashed, first-party data to Google’s database in a secure, privacy-centric way. This match-up results in richer data, leading to more precise conversion reporting, improved bidding and attribution, and ultimately better performance.

“Enhanced Conversions helps bridge the gap in conversion measurement” says Kelleher. This data matching solution is now available across Google Analytics and SA360 Floodlights, allowing marketing teams to observe improved metrics.

For those using Google Analytics, User-Provided Data is the method of implementation. This feature operates similarly to Enhanced Conversions, yet it’s tailored for Google Analytics users who are tracking analytics-based conversions. It enables brands to understand user journeys more completely and activate audiences within the platform.

SA360 customers that enabled Enhanced Conversions for Web experienced a median 10% more conversions that otherwise would have been lost. As Kelleher says, “With Enhanced Conversions, first-party data becomes a powerful asset to measure, engage, and optimize, despite the challenges posed by privacy regulations.”

4. Upgrading offline conversion import: moving beyond click identifiers

Finally, marketers relying on offline conversion imports (OCI) need to consider more durable solutions. OCI, which still relies on click identifiers, is becoming less effective. It’s time to look into alternatives like Enhanced Conversions for Leads (EC4Ls), a solution designed specifically for lead generation.

“EC4Ls allow brands to leverage first-party data to improve conversion tracking, even for leads generated offline,” explains Kelleher. By linking user interactions with ads to eventual conversions, EC4Ls help bridge the gap between online and offline, bringing measurable value. “Our clients have seen a 10% increase in conversions through EC4Ls,” he adds, underscoring the tangible benefits of adopting this solution.

Server-side Google Tag Manager (sGTM) offers another durable pathway for those dealing with high volumes of offline conversions. With sGTM, data pipelines can be managed independently on a brand’s server, making it ideal for brands looking to improve control over offline conversion data flow while preserving compatibility with enhanced measurement solutions.

Building foundations for success in 2024 & beyond

Navigating the path to successful, privacy-first marketing is challenging, but these four non-negotiables provide a roadmap. Durable tagging, passing consent signals, Enhanced Conversions, and evolving your approach to offline conversions aren’t merely best practices; they’re essential pillars for thriving in today’s regulatory environment.

“Each non-negotiable is a step toward sustainable growth, offering a way to meet privacy standards without compromising on data-driven performance,” concludes Kelleher.

By implementing these foundational practices, brands can end 2024 in a strong position to ensure their measurement and marketing strategies remain resilient, reliable, and ready for the next generation of data privacy changes.