Changes to the way conversions are counted in Google Ads
As of May 2021, Google is introducing changes in measuring conversions.
What will change?
The gtag.js and gtm.js tags will create a new, dedicated cookie in advertisers’ domains, with the goal of reassigning conversions to ads.
What is the purpose of this?
The premise is simple – to improve the measurement of conversions of interest with traffic from campaigns.
Do we need it?
As much as possible. Improving the measurement of conversions allows us to get a closer look at the effects of the campaign, evaluate its performance and plan what would fall out of it to change.
Who will benefit from this?
In theory, everyone. Google’s optimization tools will have more room for improvement in identifying effective audiences and matching them. Advertisers will be able to better recognize which groups of products or services are worth promoting using specific Google Ads channels, and which are better to abandon or change their form of use. In addition, ordinary web users should start getting ads better tailored to their needs.
Should users be afraid of anything?
Not necessarily. Among other things, the quality of measuring the number of conversions is to be improved. This change will not cause Google to start collecting unknown information. The new codes are mainly aimed at improving the measurement of effective user behavior that is already observed.
Summary
The Internet will be enriched by new cookies, Google will be able to more accurately determine conversions from campaigns, advertisers will have the ability to make better decisions, and users will get better-tailored ads. In theory, everyone should be happy. Will that be the case in reality? Time will tell.
