First-party data in Google Ads
Google Ads Rules on Using First-Party and Third-Party Data
Google Ads has established specific rules regarding the use of first-party and third-party data, making first-party data crucial for creating audiences and deploying retargeting campaigns. These rules are as follows:
Allowed:
• Using first-party data to create ad audiences.
• Segmenting first-party audiences using third-party data. For example, to determine which visitors to your site should be included in your remarketing list.
Not Allowed:
• Using third-party data to create ad audiences.
• Placing remarketing tags on sites or apps not owned or managed by you, or allowing others to place their remarketing tags on your site to create audiences.
• Sharing user data between unrelated advertisers or companies. This includes sharing or using remarketing lists from other companies.
• Using data from one client to create a remarketing list for another unrelated client within the same management account.
• Sharing lists between managed accounts unless the user would clearly recognize a brand relationship between the parties.
Google Ads Data Manager
Data Manager simplifies the process of importing and using first-party data. Its goal is to make sharing and activating this data less complicated through user-friendly, clickable options. All data management features are centralized in one location, enabling you to generate more revenue and achieve better results for your business.
Key Features of Data Manager:
• Connected Products: Includes Google integrations and external data pipelines. Given a known issue with the standard Google Ads tag in the GTM server container and the transmission of ‘wbraid’ and ‘graid’ parameters, it is often more practical to use a GA4-imported conversion as the primary conversion.
• Google Tag: Provides access to and configuration of your Google tags to measure the effectiveness of your website and ads. Learn more about the Google Tag.
To access the Data Manager in Google Ads, go to “Tools” and select Data Manager:
Google Ads has established specific rules regarding the use of first-party and third-party data, making first-party data crucial for creating audiences and deploying retargeting campaigns. These rules are as follows:
Allowed:
• Using first-party data to create ad audiences.
• Segmenting first-party audiences using third-party data. For example, to determine which visitors to your site should be included in your remarketing list.
Not Allowed:
• Using third-party data to create ad audiences.
• Placing remarketing tags on sites or apps not owned or managed by you, or allowing others to place their remarketing tags on your site to create audiences.
• Sharing user data between unrelated advertisers or companies. This includes sharing or using remarketing lists from other companies.
• Using data from one client to create a remarketing list for another unrelated client within the same management account.
• Sharing lists between managed accounts unless the user would clearly recognize a brand relationship between the parties.
Google Ads Data Manager
Data Manager simplifies the process of importing and using first-party data. Its goal is to make sharing and activating this data less complicated through user-friendly, clickable options. All data management features are centralized in one location, enabling you to generate more revenue and achieve better results for your business.
Key Features of Data Manager:
• Connected Products: Includes Google integrations and external data pipelines. Given a known issue with the standard Google Ads tag in the GTM server container and the transmission of ‘wbraid’ and ‘graid’ parameters, it is often more practical to use a GA4-imported conversion as the primary conversion.
• Google Tag: Provides access to and configuration of your Google tags to measure the effectiveness of your website and ads. Learn more about the Google Tag.
To access the Data Manager in Google Ads, go to “Tools” and select Data Manager:
Updated on: 22/11/2024
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