Everything You Need to Know About Revised Conversions

With new user-led privacy policies such as GDPR compliance and the forthcoming conclusion of third-party cookies making it increasingly convoluted to record customer activity and harness their data on numerous devices and across a myriad of touchpoints, Google has now decided to throw its hat into the ring and go toe-to-toe with the likes of Facebook by launching its own technology in the form of Revised Conversions.

This new policy has been welcomed by a whole host of the world’s leading PPC experts and Google Ads consultants, while Google’s newfound focus on user privacy has led to the creation of Revised Conversions – which focuses on using first party data in the absence of third party insights. Facebook has been ahead of this new-wave for quite some time, but with Revised Conversions, Google and Google Ads experts respectively, have now caught up.

The announcement of Revised Conversions promises to close the gap between privacy concerns and a lack of data-led conversions. So, with this in mind, we thought we’d get one of our Google Ad specialists to take a more in-depth look at this new tool and what repercussions it may have for the marketing industry as a whole.

Keep Ahead of The Tracking Changes

To help keep you updated on all of the changes to tracking announced recently across the industry we have published several helpful guides, please find the below.

• Cookies to Cease Soon!
• Everything You Need to Know About Google’s New Type of Conversions
• Enhanced Conversions Explained
• How to Set Up and ‘Do’ Google Ads
• Understand Interest-Based Marketing
• Cookies To End: Find Out How This May Impact Your Paid Search Campaigns

What is Google Revised Conversions?

If you work in the upper realms of PPC management or for a renowned Google Shopping agency, then you’d be right in thinking that Revised Conversions is Google’s answer to Facebook’s revolutionary ‘Advanced Matching’ technology. Indeed, now that Google’s new tool is out of beta testing, it’s safe to say that it has been warmly received by everyone in the industry, spanning your local PPC agency in London to your favoured PPC agency in Manchester.

Not too dissimilar to Facebook’s groundbreaking advancement a few years ago, Google’s Revised Conversions enables Google to input customer data from a conversion and then pair that data up with ads that have been viewed through certain devices.

When announced, Google said:

“Revised Conversions is a feature that can improve the accuracy of your conversion measurement. It supplements your existing conversion tags by sending hashed first-party conversion data from your website to Google in a privacy-safe way.”

First-party data is one of the most valuable commodities in the world, that’s why every big company on the planet is now examining new ways of harnessing data privacy tools, and Google’s Revised Conversions is yet another piece of equipment that is set to not only transform the digital ecosystem, but also the look and feel of every Google Ads company and PPC agency.

How Does Google Revised Conversions Work?

Google uses a secure one-way algorithm which Revised Conversions then enhances, using pre-existing tags with non-personal, completely unidentifiable data from your device to protect your data. This new technology then inputs data into these tracking tags, promising much clearer visibility without compromising user privacy.

By harnessing first-party data such as names, email addresses, home addresses and phone numbers and processing them in hashed form, Google then manipulates these once transparent data points and turns them into a unique, fixed-length bunch of obscure characters. It’s important to note that this practice has almost no implications whatsoever on your data capturing exploits, whilst it does, however, protect the users privacy much more robustly.

Furthermore, businesses can even benefit from the launch of Revised Conversions by improving the accuracy of your conversion metrics. In doing so, Google Ads agency workers can expect to streamline the process by which your client’s website feeds data into their ads.

What Are the Key Benefits of Google Revised Conversions?

Google wants you to feed the data you have harnessed back to them so they can inevitably secure it. However, they also want to use it to improve their advanced customer matching processes, providing their executives with improved accuracy when identifying leads.

By using Revised Conversions, you can expect to see a selection of key benefits, including:

• Return on Investment – One of the biggest improvements you should expect to see when using Revised Conversions is that you can now see if the money you’re spending on your ads is worth it.

Helping you make more informed decisions based on your budget, Revised Conversions should help you when planning future campaigns due to knowing which ads have the greatest potential ROI.

• Smart Bidding – Revised Conversions will provide marketers with unimaginable flexibility when it comes to optimising your campaigns in terms of matching them with your sales objectives.

From transparent reporting to detailed status updates, Smart Bidding promises to take your bidding strategy to the next level.

• Retargeting – As we know, retargeting primarily uses paid ads to target audiences who have previously visited your website or showed interest in your ads.

That said, Revised Conversions will give you more data that you can subsequently feed into your remarketing campaigns – making them more potent and worthwhile.

• Customer Journey Mapping – Revised Conversions promises to bring about a more transparent and more detailed image of the customer journey.

Knowing how your customers behave at every on every device they use is sure to prove vital when mapping out your next campaign and deciding your new KPIs and objectives.

There’s no ignoring the fact that transparency and privacy are going to be held in such higher esteem than previously thought, and Revised Conversions is going to be at the forefront of this apparent seachange.

PPC Geeks: Google Ads Specialists

First-party data is extremely valuable, hence why the likes of Google and Facebook are doing everything they can to lead the privacy-first revolution; and, Revised Conversions and Google enhanced Ad privacy could give Google the all important edge.

PPC Geeks is both an established Google Premier Partner and the best PPC agency in the UK, and so we are very confident in our ability to achieve your desired results when it comes to building your Google Ads campaigns.

With that in mind, if you require any help or want to improve your PPC or Google Ads, then why not invest in one of our 100% free, completely comprehensive PPC audits or Google Ads audits?