GDPR has raised the question how we could enable and disable Advertising Features in Google Analytics via Google Tag Manager – Previously there was no good way of doing this programmatically, but in this Live Stream we want to take a look at the new feature of allowAdFeature flag in the Field to Set options to turn this on/off based a cookie consent
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In this video, I’m going to show you how you can connect your cookie consent form with the AllowAdFeatures from Google Analytics. All and more, coming up.
Welcome back to another video of measureschool.com teaching you the data-driven way of digital marketing. My name is Julian. And on this channel, we do marketing tech review, tutorials and the occasional live stream. So if you want to be here live, then consider subscribing and also click that bell notification so you will be notified once we go live. Now today, I want to talk about with you about the Allow advertising features in Google Analytics and how to connect it to your cookie consent form. We’ve done a video previously on GDPR compliance with Google Analytics. And that video, I basically showed you how to turn off all the different features of Google Analytics to become GDPR compliant. You only do the base tracking that Google Analytics actually allows you to do by default. And in this video, or I got a lot of questions on how to actually turn on the advertising features of Google Analytics. That’s the demographics reports, but also building remarketing audiences by a Google Analytics programmatically. So you’ll be able when somebody clicks on a cookie consent form and says, Yes, I accept to these terms that you will be sending out that data again to Google Analytics, to double click and to Adwords. Now, this was a bit tricky previously, because Google Analytics didn’t have a programmatic flag to actually say, Okay, I want to turn this on, I want to turn this off for this user. But now they have built in a new field that we can trigger with Google Tag Manager in order to connect the form to the actual advertising features. So without further ado, let’s dive into this training.
First of all, what are we talking about here? When we have the ability in Google Analytics apart from the website and clickstream tracking that we have set up with the Google Analytics js code to send our data to different other services. One of the services is double click, which gathers information and then feeds it back into Google Analytics through the demographics report. So you can get data like the rough estimates of the age of the users or their interest, agenda, for example, here as well. And this is a feature that you have to turn on. The other feature that you need to specifically turn on is when you have an audience here, you can always turn that audience into a remarketing audience. So you can build a remarketing audience that then sent this over to AdWords and you can remarket to users directly from Google Analytics. Now, these are not really third services since Google is one company. But it goes out of the scope of Google Analytics. So previously, you had to turn these features on in your tracking information, you have your data collection here. And here are two features, the remarketing features, and the advertising features that you had to turn on in order for this data to be gathered. That will turn something on in your tracking code, and then send that data over to these other services and remarket the user.