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Inbound Marketing Blog

Important Update To Remarketing With Google Analytics

[fa icon="clock-o"] April 15, 2017 [fa icon="user"] Jo Shaer [fa icon="folder-open'] Google Analytics

Following on from our recent blog post on the subject of Remarketing and Privacy Policies, Google Analytics users will have received an email from them this morning announcing:

Dear Google Analytics User,
Remarketing with Google Analytics will soon be enhanced to take advantage of new cross-device functionality available in AdWords and DoubleClick.
Please log in to your account for an important update to your remarketing settings, which may relate to your privacy policy.

Google Analytics Remarketing Update.png 

Now this may not mean much to you but, if Google is notifying us that we need to do/check something, then it's always a good idea to follow their instructions.

When you click through, it tells you:

Important update to Remarketing with Google Analytics

Starting 15 May 2017, Remarketing Audiences created in Google Analytics will be enhanced to automatically take advantage of new cross-device remarketing functionality now available in AdWords and DoubleClick. This will allow you to reach your customers across devices when using Google Analytics Audiences.

Our research shows that six in ten internet users start shopping on one device but continue or finish on a different one. With cross-device remarketing in AdWords and DoubleClick, if someone visits your website on one device, you can now reach them with more relevant ads when they search or browse on another device.

Where users have chosen to enable Google to associate their web and app browsing history with their Google account, and to use information from their Google account to personalise ads they see across the web, Google will use data from its signed-in users together with your Google Analytics data to build and define audience lists for cross-device remarketing. In order to support this feature, Google Analytics will collect these users’ Google-authenticated identifiers, which are Google’s personal data, and temporarily join them to your Google Analytics data in order to populate your audiences.

No action is required for these changes to take effect but please review your privacy policies and make any necessary updates to explain what data your business collects and shares with Google.

These changes do not affect your rights to your Google Analytics data, which is still owned by you.

As always, Google users can control their ads experience (or opt out of personalised ads altogether) at My Account.

If you don’t wish to enable Remarketing with Google Analytics, please turn off remarketing data collection.

So what's the issue?

There are 4 important issues here:

In order to support this feature, Google Analytics will collect these users’ Google-authenticated identifiers, which are Google’s personal data, and temporarily join them to your Google Analytics data in order to populate your audiences.

No action is required for these changes to take effect but please review your privacy policies and make any necessary updates to explain what data your business collects and shares with Google.

1. Do you have a Privacy Policy?

2. Does the wording of your Privacy Policy explain what data your business collects and shares with Google?

3. Does your Privacy Policy explain to your website visitors that they can opt out of this.

4. If you are not going to be using the Remarketing data collection feature of Google Analytics, you (or your third party provider) should turn it off.

For the first three, you should see your solicitor to get legal guidance. For the fourth, you should go here.

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Jo Shaer

Written by Jo Shaer

If you want to grow your business by getting new customers, entering new global markets or increasing your reach on social media, you need to talk to Jo Shaer. She is a real person who cares passionately about the success of your business. Someone you can trust to do the right thing, not the easy thing. From small beginnings as a part time lollipop lady designing websites in her back bedroom, she has grown Lollipop to a limited company with its own office and 4 staff. And she did it using all the techniques that she employs successfully for her clients every day.

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