Sitewide tags are the building blocks of a strong measurement foundation. They help advertisers understand how customers are interacting with their website and ads. But, it’s historically been difficult to set up and manage tags without technical expertise or a tag management platform like Google Tag Manager. To address this, we recently rolled out a single, reusable Google tag so you can do more across different Google products and accounts without changing your website code. Now we’re unveiling another set of capabilities that provide more visibility into your site’s measurement coverage and simplify the setup.
Whether it’s through the Google tag or Google Tag Manager, proper sitewide tagging is essential to successfully measure and act on your data. One company that has shown measurement excellence through tagging is The North Face, a retail brand that’s advancing exploration through innovative thinking, design, and technology. Using our enterprise tag management solution, Google Tag Manager 360, the brand has been able to unlock customer insights that influence everything from future campaigns to product offerings and website design. “Tagging is the backbone of our consumer experience. Rather than forecasting by putting a finger to the wind, we can make data-driven decisions using real-time and historical data.” shares Sarah Kleinman, VP of Digital Experiences.
Increase your measurement accuracy
As your digital presence grows, it can be easy to miss pages or overlook new site sections. With the new Tag coverage summary, you can quickly determine whether your Google tag has been implemented on all of your website pages.
Use the Tag coverage summary to see which pages of your website have the Google tag installed and quickly identify pages that are not tagged
You’ll see where your tags are implemented in suggested pages, which can be added to your summary to understand your tag coverage on these pages later. And, if the suggestions don’t include all of your website pages, quickly add the URLs by entering them or uploading a CSV file. You can also click the Tag Assistant icon next to each page to investigate whether your tags are implemented properly.
Simplify setup with less code
In the coming weeks, we’ll be integrating the Google tag into the account setup and conversion setup flows in Google Ads and Google Analytics — product interfaces you’re already familiar with — for a more centralized and intuitive experience. These new features will make it faster and easier to set up conversion measurement. You won’t need to add more code to your website, which often relies on technical expertise or assistance from other departments.
You’ll be directed to set up the Google tag or reuse an existing one during account setup
For customers using popular content management systems or website builders, you’ll now be able to install a new Google tag across your website without making manual changes to the site code. You can also now reuse your existing gtag.js implementation or create a new Google tag to deploy without making changes to your website code. You can do this directly in your CMS within the Ads and Analytics account setup flows. CMS instructions are shown on your installation screen for the following platforms that are integrated with the Google tag.
Advertisers using a content management system can set up a Google tag without making changes to their website code
If you’re still using Universal Analytics, we recently shared that now it’s time to make the move to Google Analytics 4. If you have gtag.js for Google Ads or Universal Analytics on your website, you will be able to do this directly in the setup assistant in Google Analytics by choosing an existing Google tag. If you don’t have a Google tag on your site or are using an analytics.js tag, you’ll need to create a new tag before you can get started, which you can do within the same, simplified workflow.
Set up your Google tag directly in the Google Analytics setup assistant
With so much at stake when it comes to performance and privacy, it’s more important than ever to ensure you have a strong measurement foundation. We’re with you every step of the way and these new features make it easier to set up and manage your tagging infrastructure within the product interfaces you’re already familiar with.
In recent years, scammers continue to deploy new fraudulent practices in order to take advantage of people. According to UK Finance’s latest figures, over £1.3 billion was stolen through fraud in 2021, up from £1.26 billion the year before.
To combat this concerning trend, Google continues to invest in teams, new policies and better enforcement capabilities. In 2021, we blocked or removed 58.9 million financial services bad ads globally to protect the advertising ecosystem.
Today, we are announcing a significant additional measure to protect both consumers and legitimate advertisers in the UK. The Google Ads Financial Products and Services policy will be updated to require that all advertisers be FCA (Financial Conduct Authority) authorised for debt adjusting and debt counselling in order to show debt services advertisements starting from 6 December 2022. Insolvency practitioners, including those licensed by a recognized professional body, will no longer be allowed to advertise for these services. Advertisers must successfully complete the updated verification process by the time enforcement begins on 16 January 2023. The policy update also allows advertisers that are included on the FCA Financial Services Register as ‘exempt professional firms’ or recognised investment exchanges to be verified as UK FCA-authorised advertisers.
Our financial services certification policy, launched initially in 2021, has led to a pronounced decline in reports of ads promoting financial scams, and has subsequently been rolled out across Google platforms in Australia, Singapore, Taiwan, Indonesia, India, Portugal, Brazil, France, Spain and Germany. A problem of this scale needs cross-industry effort, so we are pleased to see other tech companies now commit to introducing similar policies in the UK.
Today’s announcement builds on longstanding and robust financial products and services policies and engagement with industry in order to deliver a safer experience for users, publishers and advertisers.
Further collaborative industry progress to date
In addition to ongoing policy reviews and updates, we continue to adapt and collaborate with industry and government organisations to tackle these evolving tactics by scammers. Last year, Google was the first major technology company to join Stop Scams UK, an industry-led collaboration of responsible businesses from across the banking, telecoms and technology sectors who have come together to develop best practices to stop scams at the source.
We also pledged $5 million in advertising credits to support public awareness campaigns in the UK, helping to ensure that consumers are better informed about how to spot the tactics of scammers both online and offline. We encourage businesses and consumers to refer to industry resources from trusted sources and Google partners including Stop Scams, UK Finance’s ‘Take 5’ campaign and the Advertising Standards Authority to stay up to date with the latest solutions we can all adopt to operate safely online.
In the fourth episode of our Publisher Privacy Q&A series, we talk about what publishers should be prioritizing and focused on right now to prepare their businesses for ongoing and upcoming privacy changes.
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