Conversion Measurement API - Revision history

Jkoran at 14:46, 25 June 2021

2021-06-25T14:46:30Z

Jkoran at 13:33, 25 June 2021

2021-06-25T13:33:02Z

Jkoran at 14:45, 13 June 2021

2021-06-13T14:45:20Z

AdminUser at 15:23, 12 January 2021

2021-01-12T15:23:30Z

AdminUser at 15:23, 12 January 2021

2021-01-12T15:23:18Z

AdminUser: Created page with "Google's Conversion Measurement API is designed to provide marketers lack-click attribution. == Impact == While Google's Conversion Measurement API does have access to granu..."

2021-01-12T15:10:22Z

Created page with "Google's Conversion Measurement API is designed to provide marketers lack-click attribution. == Impact == While Google's Conversion Measurement API does have access to granu..."

New page

Google's Conversion Measurement API is designed to provide marketers lack-click attribution.

== Impact ==
While Google's Conversion Measurement API does have access to granular cross-site event information to properly match [[Conversion|conversions]] on a marketer property to a prior click event, given the lack of access to other events available via Google's [[Aggregate Reporting API]], it cannot support multi-touch or view-through attribution. By eliminating the view-through attribution, marketers will reduce the value they currently associate publishers on which they run upper funnel branding campaigns.

== Open Questions ==
* What is the time-delay in providing the data necessary for publishers to optimize their revenue?
* What is the time-delay in providing the data necessary for marketers to optimize their media spend?
* How can marketer algorithms receive non-click and non-conversion training data?

== References ==

<references />

[[Category:Glossary|Conversion Measurement API]]
[[Category:Privacy Sandbox|Conversion Measurement API]]

@@ Line 20: / Line 20: @@
 == Regulator Perspectives ==
-The UK CMA noted (5.30-5.37) that should Google impair the accuracy of scaled measurement data necessary for "(a) publishers to sell ad inventory to advertisers in competition with Google’s ad inventory; and (b)ad tech providers to sell services to publishers and advertisers in the open display market in competition with Google’s ad tech service" would harm competition.<ref>https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/992975/Notice_of_intention_to_accept_binding_commitments_offered_by_Google_publication.pdf</ref>
+The UK CMA had concerns about Google's Conversion Measurement API can be grouped into:
 The CMA noted (5.18) that Google's proposal would impair marketers' ability to understand how upper funnel and other multi-touch processes are generating value. "Last click attribution means that the credit for the conversion is given to the website hosting the ad that was last clicked before the conversion. All other ad clicks or views before the conversion are given no credit."<ref>https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/992975/Notice_of_intention_to_accept_binding_commitments_offered_by_Google_publication.pdf</ref>
-The also CMA noted "extensive reach of Google’s user-facing services and its ability to connect data with greater precision (because of its large base of users logged into their Google account) provide Google with a significant data advantage over others."<ref>https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/992975/Notice_of_intention_to_accept_binding_commitments_offered_by_Google_publication.pdf</ref>
+Second, the also CMA noted "extensive reach of Google’s user-facing services and its ability to connect data with greater precision (because of its large base of users logged into their Google account) provide Google with a significant data advantage over others."<ref>https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/992975/Notice_of_intention_to_accept_binding_commitments_offered_by_Google_publication.pdf</ref>
-The CMA also noted Google's marketing materials emphasize the value of accuracy and scale in the measurement and optimization of media across not only multiple contexts, but people's use of multiple applications and devices. " What's more, richness and reach of data remain must-haves for reliable modelling. This means leveraging high-quality data with a comprehensive view across platforms, devices, browsers, and operating systems. Scale should be your top priority when evaluating the right measurement provider for modelling accuracy."<ref>https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/conversion-measurement-in-a-cookieless-world</ref>
+The CMA also noted Google's marketing materials emphasize the value of accuracy and scale in the measurement and optimization of media across not only multiple contexts, but people's use of multiple applications and devices. "What's more, richness and reach of data remain must-haves for reliable modelling. This means leveraging high-quality data with a comprehensive view across platforms, devices, browsers, and operating systems. Scale should be your top priority when evaluating the right measurement provider for modelling accuracy."<ref>https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/conversion-measurement-in-a-cookieless-world</ref>
-The CMA concluded that there are overarching concerns that Google's "Privacy Sandbox tools will not be effective substitutes for the different forms of functionality provided by TPCs and other information deprecated by the Privacy Sandbox Proposals."<ref>https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/992975/Notice_of_intention_to_accept_binding_commitments_offered_by_Google_publication.pdf</ref>
+Third, the CMA concluded that there are overarching concerns that Google's "Privacy Sandbox tools will not be effective substitutes for the different forms of functionality provided by TPCs and other information deprecated by the Privacy Sandbox Proposals."<ref>https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/992975/Notice_of_intention_to_accept_binding_commitments_offered_by_Google_publication.pdf</ref>
 Specifically, the CMA noted that Google's proposal would:
-# "limit rival ad tech providers’ ability to demonstrate the effectiveness of their services to advertisers and   optimise their campaign spend"
+# impair marketers' ability "to understand which publishers provide better value" and
-# impair marketers' ability "to understand which publishers provide better value."
+# "limit rival ad tech providers’ ability to demonstrate the effectiveness of their services to advertisers and optimise their campaign spend," and
 == Open Questions ==

@@ Line 22: / Line 22: @@
 The UK CMA noted (5.30-5.37) that should Google impair the accuracy of scaled measurement data necessary for "(a) publishers to sell ad inventory to advertisers in competition with Google’s ad inventory; and (b)ad tech providers to sell services to publishers and advertisers in the open display market in competition with Google’s ad tech service" would harm competition.<ref>https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/992975/Notice_of_intention_to_accept_binding_commitments_offered_by_Google_publication.pdf</ref>
-The CMA noted "extensive reach of Google’s user-facing services and its ability to connect data with greater precision (because of its large base of users logged into their Google account) provide Google with a significant data advantage over others."<ref>https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/992975/Notice_of_intention_to_accept_binding_commitments_offered_by_Google_publication.pdf</ref>
+The CMA noted (5.18) that Google's proposal would impair marketers' ability to understand how upper funnel and other multi-touch processes are generating value. "Last click attribution means that the credit for the conversion is given to the website hosting the ad that was last clicked before the conversion. All other ad clicks or views before the conversion are given no credit."<ref>https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/992975/Notice_of_intention_to_accept_binding_commitments_offered_by_Google_publication.pdf</ref>
 The CMA also noted Google's marketing materials emphasize the value of accuracy and scale in the measurement and optimization of media across not only multiple contexts, but people's use of multiple applications and devices. " What's more, richness and reach of data remain must-haves for reliable modelling. This means leveraging high-quality data with a comprehensive view across platforms, devices, browsers, and operating systems. Scale should be your top priority when evaluating the right measurement provider for modelling accuracy."<ref>https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/conversion-measurement-in-a-cookieless-world</ref>
@@ Line 30: / Line 32: @@
 Specifically, the CMA noted that Google's proposal would:
-# " limit rival ad tech providers’ ability to demonstrate the effectiveness of their services to advertisers and   optimise their campaign spend"
+# "limit rival ad tech providers’ ability to demonstrate the effectiveness of their services to advertisers and   optimise their campaign spend"
 # impair marketers' ability "to understand which publishers provide better value."

← Older revision		Revision as of 15:23, 12 January 2021
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−	Google's Conversion Measurement API is designed to provide marketers lack-click attribution.<ref.https://github.com/csharrison/conversion-measurement-api</ref>	+	Google's Conversion Measurement API is designed to provide marketers lack-click attribution.<ref>https://github.com/csharrison/conversion-measurement-api</ref>

	== Impact ==		== Impact ==

← Older revision		Revision as of 15:23, 12 January 2021
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−	Google's Conversion Measurement API is designed to provide marketers lack-click attribution.	+	Google's Conversion Measurement API is designed to provide marketers lack-click attribution.<ref.https://github.com/csharrison/conversion-measurement-api</ref>

	== Impact ==		== Impact ==

@@ Line 1: / Line 1: @@
 Google's Conversion Measurement API is designed to provide marketers lack-click attribution.<ref>https://github.com/csharrison/conversion-measurement-api</ref>
-−
 == Impact ==
-While Google's Conversion Measurement API does have access to granular cross-site event information to properly match [[Conversion|conversions]] on a marketer property to a prior click event, given the lack of access to other events available via Google's [[Aggregate Reporting API]], it cannot support multi-touch or view-through attribution. By eliminating the view-through attribution, marketers will reduce the value they currently associate publishers on which they run upper funnel branding campaigns.
+While Google's Conversion Measurement API gives Google's software access to granular cross-site event information to properly match [[Conversion|conversions]] on a marketer property to a prior click event, given the lack of access to other events available via Google's [[Aggregate Reporting API]], it cannot support multi-touch or view-through attribution. Thus, all other ad clicks or views before the conversion are given no credit. By eliminating the view-through attribution, marketers will reduce the value they currently associate publishers on which they run upper funnel branding campaigns.
 == Open Questions ==
-* What is the time-delay in providing the data necessary for publishers to optimize their revenue?
+* What is impact of the time-delay in providing the data necessary for publishers to optimize their revenue?
-* What is the time-delay in providing the data necessary for marketers to optimize their media spend?
+* What is impact of the time-delay in providing the data necessary for marketers to optimize their media spend?
 == References ==