Google Consent Mode with Didomi & Google: Measure conversions & respect user consent choice

hello everyone and thank you for joining this webinar that we are happy to to handle with the team from google and the dummy so just before we start i would like to for the ones that are new in the platform there is a question tab and a chat up so don't be sure that you post your questions on the question tab and your comments in the chat tab so like this at the end of the webinar we can go back to those so after this let's get started so i'm antonio the video product of tidoni and today i'm here with uh edgardo and amrat tanket so uh i'll let you introduce yourselves nice all right uh hi everyone i'm megardo i'm a software engineer at the dummy i'm part of the internal cmp team we're dedicated to support and develop new features for our web sdk solution hi everyone i'm kate shota i am a global product lead on consent mode at google hi everyone i'm numbertha i'm also a global product lead um at google working on all things privacy centric measurement yes so thank you thank you all for for joining and uh we are really happy to host this uh this webinar with you i think this is the result of our teams working together to target a new vision on how to respect uh privacy and uh user choices and obviously uh ultimately creating uh creating trust so just for the for this index quite quick uh we'll talk about the google partnership then i'm using the slides okay we'll talk about the google partnership then go through a few best practices to maximize constant rate then the google console mode introduction by kate namrata and then we will do a live demo on the solution with cardo so let's get into it i will start with the partnership actually what has been done uh as you know a few months ago we released this first version of integration with google uh where now you are able to activate and manage your google tag behaviors on tutoring console at the same time we added a new official vendor for google analytics solutions that we have in the past so today uh all really friendly and quite easy to use and so with this let's go to the best practices i will try to be short i will introduce you to mainly three uh three concepts the the title the integration format and the look and feel of the buttons which makes a a combination of the three factors that allows you to to increase this concentrate and ultimately create trust with the user in the first advice we observe obviously this is the result of a research that we looking for 2 million consents that was the scope we took for this uh for this analysis and the first thing that we see is that when we are collecting choices or we are collecting consent the message should be really clear when we arrive to a bayesian we see a block of text the concept right is going to be like really really low why because we don't know what is it we don't know what's the question if there is a question it could be privacy is our priority we respect your privacy do you accept cookies um but the but we have to announce the user what is this about and this is like one of the the main let's say the main advice that i have there is a few others uh obviously we saw a difference in in concentrate according to the color of the buttons if there is a debate if this is a feather pattern or not i will say no there are two different actions with two different colors so we identify clearly where i refuse and where i agree and in the case that i identify both clearly then the concentrate it's it's better we are not saying that you have to make a flashy things that say so click here click here and accept just make it clear there is two actions with two different colors here you have a few a few examples um the third advice is the the format of integration uh there is two main formats today that we handle which is the what we call the the popping or the the full screen that blocks you into the content and the banner the the banner always has a lower concern rate the explanation we give it is that a banner is kind of a pollution why because we are there we see half of the website we can consume the content but we have this annoying banner on the bottom that it's asking me something and i just want to close it in the first case i write to the website and there is a question that is asked to me clearly and i have to make a real choice and in this case the concept rate is much more higher than what we observe in the in the banners um so there is also one thing especially for the for our clients and users and friends which is the the continue without the green versus the agree and close button and as you note we have these two formats uh in our experience when all this is fully optimized it means that we have a full screen format with a text that is introducing us to the question with the two buttons clearly identified the constant rate is higher in the algorithm clause format and one more one more uh advice that i want to to tell you and something that we are observing uh more and more and we are asking ourselves why but it's the dark patterns like this one that we see on the screen and especially in france we are seeing more and more people companies using discontinue without agreeing outside of the constant notice box with a transparency what we are observing is that the constant the constant rate is it's lower than in any other format i don't know how they arrive to this this conclusion to use it like this but in our in our opinion uh we don't have to fool the user the user will see that we are trying to fool to follow him and in that in that case most of them they will please they will clicking continue without agreeing because they are trying to make me accept without with this dark pattern so this was my advices if you have questions i will be happy to answer at the end and i will keep the hand now to uh navrata thank you antonio um if we go to the next slide um i just want to kick us off um by just talking about you know why we're here why contemplate matters why we even built consent mode um and just a little bit of context on the ecosystem itself so i'm sure it's no surprise to anybody that's dialed in here today that you know this new world of measurement is just extremely different and um primarily all the changes are really rooted in this need for additional user privacy and internally we look at these changes manifest themselves in two ways one is either through platform changes like um apple itp or firefox etp um and then the second is regulations which actually exists primarily in the eea plus uk market um what these what what this is these regulations and platform changes have resulted in is a degradation of cookies um so you know we're already seeing cookies decorate from several changes we're only going to see them degrade even more um and you know overall as a company we're moving to more and more aggregated forms of measurement that are more privacy safe um the ecosystem is going to continue to change um so you know we we should expect change in the future and change is really the only norm um as we move forward in this um in this new world and then i think one critical thing to keep in mind is in a way cookies were perfect you know they were perfect because they gave us all the information that we needed to accurately measure conversions um obviously there were uh they weren't probably as privacy safe which is why you know we're moving to other forums but in from a pure measurement perspective like they gave us a lot of data they were very high fidelity high quality rich um we won't we won't have something that will replace cookies perfectly in the future and we are going to need to rely on multiple types or multiple forms of like new privacy safe measurement solutions to give us back what cookies once used to provide us so there won't be one one size fits all solution that will replace cookies and we're gonna have to lean on multiple solution along with modeling um to to give us an accurate um representation of the entire um of the data that like cookies once provided us now if we go to the next slide um i just want to provide a sneak preview into you know as a company what are we thinking in terms of overall like all the different things that we are doing to move towards the privacy safe world so um we the the portfolio of solutions that we are building for the future is called privacy centric measurement or privacy safe measurement solutions and like i mentioned it's a portfolio so these are all the products that are inside that portfolio um of solutions that really help us um that will help us in the future move to a more privacy safe measurement um i'm just gonna quickly talk through each one of these very briefly before we go deeper into consent mode um the first one google site tag or google tag manager um this is really what provides like the foundational tagging platform on top of which all other privacy centric measurement solutions are built so it's extremely important to have either to have global site tag or google tag manager throughout all your different web pages like across your website um as it unlocks compatibility with everything else on this page enhanced conversions another product that uses hashed first party data to recover conversions that are not observable by google tag um and you know primarily for across devices view based um data that we are losing due to some of these um platform changes consent mode which is the focus of today i'm not gonna go into because kate's going to explain that the two other products that are on the right side um they are farther along in terms of availability one of them is server side tagging through tag manager for more sophisticated advertisers that just have a lot of tags on their web page and just want higher site speed higher security more customization um they can use they can basically move their tags from being client-side to server-side and it offers just more durability more higher speed side security and all of that obviously it comes at a additional cost um and you'll need more resources it's more complex to implement so it comes with those tradeoffs and then finally conversion measurement apis um i'm sure many of you would have heard of like privacy sandbox this is ultimately what's going to replace cookies in the long term and um this basically creates an exchange of aggregate and privacy safe data between the advertiser and the browser um and um we have several apis under privacy sandbox we're calling the conversion measurement apis um either they come in two forms it's either aggregate apis or event level apis this is very very early in terms of development and it'll be like another couple of years until we completely land the solution last thing conversion modeling this isn't really a product um it's more of like a byproduct of all the products on this on this page um conversion modeling really isn't a new concept it's been there for a while but i think our reliance on conversion modeling just increases drastically as our ceiling of observable data drops so consent mode enhanced conversions all these products really need to lean like really help google provide better modeling and kids going to talk about that in a little bit so with that i will hand it over to kate to talk more about uh consent mode and the consent modeling content what gives us thanks loretta um next slide please okay so um a little bit about consent mode um it's a feature that allows you to measure conversions while respecting user consent so two main pillars here one is user privacy by implementing consent mode advertisers tags behave in a consent aware way respecting user choices and then the second pillar is around modeling google is able to use those consent signals and model for lost conversions due to consent changes next slide to be eligible for consent mode um an advertiser needs to have global site tag or google tag manager in place um a presence in the emea region so the eea plus uk or regions with relevant regulations um and then a consent banner so either a consent banner in place or um the plans to put one in place before uh implementing consent mode next slide oh go back one um so the advertiser benefit of consent mode um on average it recovers more than 70 of ad click to conversion journeys that are lost due to consent um cookie consent choices next slide thank you um and then this is just a little bit of a deep dive on how a visual on how consent mode works so you can see in the first path if the user provides consent google receives a ping with an id such as the gcld if they convert the conversions are reported normally if the user doesn't convert then no conversions are reported on the bottom path um if the user does not provide consent then an unconsented ping is sent to google so there's no ad click identifier like in the first path if the user converts and the tags are unblocked we are able to recover through conversion modeling consented and unconsented conversions and if the tags are black then we'll only recover the consented only conversions and then similar to the top path if the user does not convert then no conversions are reported next slide before i pass it over to gardo for a deep dive on how dadomy works with consent mode um this is just a little look at the rest of 2021 and uh beyond for our roadmap so a big focus for us in 2021 and beyond is simpler implementation and usability we're going to do that through direct tag manager deployment and codeless implementation um improving our optimization score surfacing logic and then an nui performance uplift stat so um you'll be able to see how exactly consent mode worked for you um and then also improved modeling so we're always adding deploying new models any place that we can specifically we're focused on uh models for google analytics and essay 360 and then also bidding to value-based strategies and edgardo i think you are up all right can you hear me yeah all right so uh the intent uh for me is to show you how at the dummy we have managed to integrate with the google console mode so i have uh two goals in mind first is to show how a client can enable a google consumer mode in a direct fashion and also uh perhaps uh like more developer oriented i will show how we manage to debug and actually like tests that uh the information that we're passing is the correct one this is a pretty straightforward slide i have two screenshots here uh on the right those are the screenshots of our code which is basically an implementation on google's managed content setting documentation on the first one we are making sure that the data layer object access on the second one we're just making sure that we're pushing information to the data layer the data layer is just it's a data structure that we're using to send events or variables to google console mode with the uh information that's relevant for us we have two ways right now to integrate uh google content mode using the dummy the first one more developer oriented more used for testing we use this atomic config object in which we pass the parameter ecm with a flag uh enable set to true and that would be it given that we also have integrated the sdk the second one uh which is more user friendly in my opinion uses the dynamic console that will be seen live in order which i will show you right now let me see my screen for that okay so hopefully you can see it now uh this is the dummy console i'm just going to refresh refresh i will be using uh this url uh which is on one of our testing sandboxes uh in order and this is going to emulate our client or user website our objective is to enable google consumer mode here so we have this uh which is very straightforward uh really we in order to enable google customer we only need to click here to enable it if we want to disable it it will be like this right now it's disabled so we should expect to see nothing in the data layer related to google console mode at the moment which is the case now if i wanted to enable that then i'll click here and then save on publish this should take about 15 to 20 seconds uh on the user interface you were able to see that we have two check boxes each one of those check boxes refers to one default status per each content type we currently support for the console to consume types the first one is ad storage which is related to advertising and the second one is analytics which is uh related to uh google analytics and analysis you know so now we have enabled uh google country mode on our website we expect to see one grounded and one denied value let me refresh the page uh now if we set it to [Music] be sure we're setting the dummy on the data layer which now should have events which you can see in here the first one is setting uh the dummies developer id and the other one which is the one that interested me in order to know that we're sending the default values that the user has sent it's this one where we're setting the default content type values the first one is granite at storage and the second one is denied which corresponds to what the user said here these order three ones are new content types that are actually supported by our web sdk but uh we're still working on the console in order to support them here so you can omit them at the moment now this is one of the ways that we used to debug now i know that the default uh status for google consumer here another way that we check is using the network tab uh if we reload the page we should be able to see if the analytics are receiving the pings one second let me visit that one more time yeah there we go we look for the dcs esc sorry parameter let me find it and we see a g1 we find it here u1 is always going to be a fixed part of this this parameter and we have one for uh one of the constant types and zero for the other which means uh uh granted or denied now if we wanted to see we now know that the the default status are being set now we want to check that the the like the user choices are being reflected and sent to google consumer mode so in order to test that let's say that we disagree and close that will be disagree to all and i'll close one one more run here let me see what's going on in the window data layer we're sending an update event which is telling google transfer mode okay those two constant types should be denied and the same should be going on here in terms of the things that are being sent to send to google analytics second just gonna take a while there we go we look for the dcs again the g1 is fixed but then we have uh the ninth for both of the two um two constant types so basically this is a pretty straightforward way for our clients to integrate google console mode we verify that we're sending the correct information for the content types that interest us and that we don't mean supporting at the moment and that would be our ecm direct integration in a nutshell so i know that there is there's a remaining piece of the presentation i think there's a q a and i will hand it over to antonio

Channel: DIDOMI

Views: 568

Keywords:

Id: IpOdmB6BBW0

Length: 23min 31sec (1411 seconds)

Published: Mon Oct 18 2021