{"id":19741,"date":"2023-12-05T00:00:00","date_gmt":"2023-12-05T05:00:00","guid":{"rendered":"https:\/\/tomilli.com\/en\/3-key-measurement-considerations-to-drive-business-growth-in-2024\/"},"modified":"2026-02-25T14:36:18","modified_gmt":"2026-02-25T19:36:18","slug":"3-key-measurement-considerations-to-drive-business-growth-in-2024","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/3-key-measurement-considerations-to-drive-business-growth-in-2024\/","title":{"rendered":"3 key measurement considerations to drive business growth in 2024"},"content":{"rendered":"<div class=\"detail__text grid-row js-component js-rich-text-cta-analytics\" data-ga4-analytics=\"{\n        &quot;event&quot;: &quot;article_in_content_click&quot;,\n        &quot;content_type&quot;:&quot;Perspective&quot;,\n        &quot;event_location&quot;:&quot;in content link&quot;\n      }\"><\/p>\n<div class=\"rich-text\">\n<p data-block-key=\"lm8vm\">We\u2019re in a watershed moment for advertising.<\/p>\n<p data-block-key=\"bovpr\">Expanded regulations are shifting the privacy landscape, as consumers demand more transparency and control over their data. And platform updates \u2014 like Chrome\u2019s plans to deprecate third-party cookies in\u00a0<a href=\"https:\/\/privacysandbox.com\/open-web\/#the-privacy-sandbox-timeline\" target=\"_blank\" rel=\"noopener noreferrer\"><u>the second half of 2024<\/u><\/a>\u00a0\u2014 require businesses to adopt more durable ways to meet their marketing objectives and drive business growth. Then there\u2019s the rapid evolution of newer technologies, including AI.<\/p>\n<p data-block-key=\"9jcra\">Disruption isn\u2019t new to marketers, but this time around, it\u2019s particularly profound. Because, while the fundamentals of marketing haven\u2019t changed, how you achieve your goals is changing dramatically.<\/p>\n<p data-block-key=\"2hkmu\">At Google, we\u2019re building products and services to help you navigate this transition with confidence, and we believe that confidence begins with measurement. Without a firm grasp of the signals you use to achieve your goals, you\u2019re driving without a map. With the proper data and a strong marketing measurement foundation, you can see clearly what\u2019s working and make adjustments.<\/p>\n<p data-block-key=\"3ecdl\">In our current context, this can still feel daunting. Here\u2019s the good news: The steps toward a strong measurement foundation enable you to take advantage of AI opportunities. Used together, these components will help you make decisions with confidence and power AI to deliver long-term performance for your business. But taking action is easier when you start by asking the right questions.<\/p>\n<p data-block-key=\"6qltc\">We\u2019ve thought through and answered three critical measurement considerations. We hope they provide you with confidence as you prepare for 2024. Let\u2019s start by addressing the elephant in the room.<\/p>\n<\/div>\n<\/div>\n<div id=\"section_0\" class=\"anchor-links-block\" tabindex=\"0\">\n<div class=\"detail__text grid-row js-component js-rich-text-cta-analytics\" data-ga4-analytics=\"{\n        &quot;event&quot;: &quot;article_in_content_click&quot;,\n        &quot;content_type&quot;:&quot;Perspective&quot;,\n        &quot;event_location&quot;:&quot;in content link&quot;\n      }\"><\/p>\n<div class=\"rich-text\">\n<h2 data-block-key=\"7zubr\">How can I effectively measure my campaigns\u2019 success in a post-third-party cookie world?<\/h2>\n<p data-block-key=\"59he1\">Until recently, cookies and other identifiers would automatically capture signals to help marketers better understand their customers. These capabilities weren\u2019t built with privacy in mind, however, and they are gradually being phased out.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"grid-row\">\n<blockquote class=\"block-quote grid-centered-columns block-quote--g-blue\"><p>While 90% of marketers say that first-party data is important to their digital marketing, just 1 in 3 claim to be using it effectively.<\/p><\/blockquote>\n<\/div>\n<div class=\"detail__text grid-row js-component js-rich-text-cta-analytics\" data-ga4-analytics=\"{\n        &quot;event&quot;: &quot;article_in_content_click&quot;,\n        &quot;content_type&quot;:&quot;Perspective&quot;,\n        &quot;event_location&quot;:&quot;in content link&quot;\n      }\"><\/p>\n<div class=\"detail__push\">As a marketer, your best response to the departure of third-party cookies is a <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-apac\/future-of-marketing\/privacy-and-trust\/marketing-privacy-playbook\/\"><u>strong foundation of first-party data<\/u><\/a>. This data, established from meaningful connections you make with your customers, is decisive information for Google solutions. Once you have a strong foundation,\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/13580022?hl=en#zippy=%2Cget-ready-with-the-right-foundation%2Ctake-action-to-maximize-results-with-ai-powered-campaigns%2Cshift-mindsets-to-set-your-org-up-for-success\" target=\"_blank\" rel=\"noopener noreferrer\"><u>Google AI<\/u><\/a>\u00a0works to deliver insights and find new customers, no matter the kind of data you enter, be it website interactions, purchase history, or profit. This means you can get accurate conversion measurement while also fueling AI with high-quality information.<\/div>\n<div class=\"rich-text\">\n<p data-block-key=\"5h2sm\">First, set your goals. Then, as you uncover insights and make adjustments, AI will learn from you. And, because your business owns this data, you have full control over how it\u2019s used and collected. Any collection of data should, above all else, build customer trust in your brand and help you meet people\u2019s needs.<\/p>\n<p data-block-key=\"9bk4f\">Unfortunately, for many, first-party data is often fragmented, unstructured, and scattered across many different systems within a business, including customer relationship management, data storage systems, and customer data platforms. Indeed, while 90% of marketers say that first-party data is important to their digital marketing, just 1 in 3 claim to be using it effectively.<sup>1<\/sup><\/p>\n<\/div>\n<\/div>\n<div class=\"grid-row\">\n<blockquote class=\"block-quote grid-centered-columns block-quote--g-blue\"><p>Proper sitewide tagging is essential to effectively measure and act on your data.<\/p><\/blockquote>\n<\/div>\n<div class=\"detail__text grid-row js-component js-rich-text-cta-analytics\" data-ga4-analytics=\"{\n        &quot;event&quot;: &quot;article_in_content_click&quot;,\n        &quot;content_type&quot;:&quot;Perspective&quot;,\n        &quot;event_location&quot;:&quot;in content link&quot;\n      }\"><\/p>\n<div class=\"rich-text\">\n<p data-block-key=\"lm8vm\">Effectively capturing first-party data and organizing it to work for specific business needs can be challenging to do on your own. That\u2019s why we\u2019ve introduced solutions like\u00a0<a href=\"https:\/\/blog.google\/products\/ads-commerce\/simplifying-the-management-of-your-first-party-data\/\" target=\"_blank\" rel=\"noopener noreferrer\"><u>Google Ads Data Manager<\/u><\/a>, which simplifies data management, making it easier to measure conversions and reach people with relevant ads.<\/p>\n<\/div>\n<\/div>\n<div id=\"section_1\" class=\"anchor-links-block\" tabindex=\"0\">\n<div class=\"detail__text grid-row js-component js-rich-text-cta-analytics\" data-ga4-analytics=\"{\n        &quot;event&quot;: &quot;article_in_content_click&quot;,\n        &quot;content_type&quot;:&quot;Perspective&quot;,\n        &quot;event_location&quot;:&quot;in content link&quot;\n      }\"><\/p>\n<div class=\"rich-text\">\n<h2 data-block-key=\"7zubr\">Beyond prioritizing a first-party data strategy, what\u2019s the first privacy-preserving tool I should adopt?<\/h2>\n<p data-block-key=\"3qt9u\">Sitewide tags are fundamental to a strong measurement foundation. They help marketers ingest high-quality first-party data to understand how customers are interacting with their brand online.<\/p>\n<p data-block-key=\"98mkb\">Historically, it\u2019s been difficult to set up and manage website tags without technical expertise or a tag management platform, like\u00a0<a href=\"https:\/\/support.google.com\/tagmanager\/answer\/6102821?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\"><u>Google Tag Manager<\/u><\/a>. To address this, we introduced a single, reusable\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/11994839\" target=\"_blank\" rel=\"noopener noreferrer\"><u>Google Tag<\/u><\/a>\u00a0that helps marketers do more across different Google products and accounts without changing their website code. Since then, we\u2019ve rolled out\u00a0<a href=\"https:\/\/blog.google\/products\/ads-commerce\/strengthen-measurement-with-tagging\/\" target=\"_blank\" rel=\"noopener noreferrer\"><u>additional tagging capabilities<\/u><\/a>\u00a0that simplify a website\u2019s setup and provide more visibility into the measurement coverage.<\/p>\n<p data-block-key=\"ahr1c\">Whether it\u2019s through the Google Tag or Tag Manager, proper sitewide tagging is essential to effectively measure and act on your data. One company that has shown measurement excellence through tagging is The North Face.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"video-inline video-inline--detail grid-row grid-row--full-bleed-sm\">\n<div class=\"detail__push\"><\/div>\n<div class=\"grid-centered-columns\">\n<div class=\"video-inline__wrapper\">\n<div class=\"video-inline__container js-component js-inline-video\">\n<div class=\"video-inline__play-button\" role=\"presentation\"><\/div>\n<div id=\"video-inline-player-5WWANUzATU0\" class=\"video-inline__embed\"><\/div>\n<\/div>\n<\/div>\n<div class=\"video-inline__caption\">Google Marketing Platform: See how The North Face used Google Tag Manager 360 to increase conversions and revenue by 3X.<\/div>\n<\/div>\n<\/div>\n<div class=\"detail__text grid-row js-component js-rich-text-cta-analytics\" data-ga4-analytics=\"{\n        &quot;event&quot;: &quot;article_in_content_click&quot;,\n        &quot;content_type&quot;:&quot;Perspective&quot;,\n        &quot;event_location&quot;:&quot;in content link&quot;\n      }\"><\/p>\n<div class=\"detail__push\"><\/div>\n<div class=\"rich-text\">\n<p data-block-key=\"lm8vm\">The North Face uses Google Tag Manager to capture the full spectrum of consumer behavior, turn those signals into insights, and then measure the behavior. This enables the company to adjust its marketing in near real-time and better serve customers. It\u2019s driving conversions and growing revenue as a result.<\/p>\n<p data-block-key=\"bo07b\">Bethany Evans, The North Face\u2019s VP of Americas marketing, explained how Tag Manager helped her team keep up with the latest emerging search terms for products they sell. Armed with that information, the team would rename their products to ensure consumers could find what they are looking for online. \u201cWe were able to quickly rename our products and make sure that our search functionality was working on the website to serve up that information, and we saw, essentially, a tripling overnight in both conversion and revenue, because people were able to find what they were looking for.\u201d<\/p>\n<p data-block-key=\"b953t\">Beyond website tags, there are several other existing tools ready to be put to work. Explore our\u00a0<a href=\"https:\/\/support.google.com\/google-ads\/answer\/13580022?#zippy?utm_source=2024measurement_article&amp;utm_medium=twg&amp;utm_campaign=3measurementquestions_11172023\" target=\"_blank\" rel=\"noopener noreferrer\"><u>AI Essentials<\/u><\/a> for a comprehensive list.<\/p>\n<\/div>\n<\/div>\n<div id=\"section_2\" class=\"anchor-links-block\" tabindex=\"0\">\n<div class=\"detail__text grid-row js-component js-rich-text-cta-analytics\" data-ga4-analytics=\"{\n        &quot;event&quot;: &quot;article_in_content_click&quot;,\n        &quot;content_type&quot;:&quot;Perspective&quot;,\n        &quot;event_location&quot;:&quot;in content link&quot;\n      }\"><\/p>\n<div class=\"rich-text\">\n<p data-block-key=\"7zubr\">More information: <a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-apac\/marketing-strategies\/data-and-measurement\/drive-business-growth-after-third-party-cookies\/\">https:\/\/www.thinkwithgoogle.com\/intl\/en-apac\/marketing-strategies\/data-and-measurement\/drive-business-growth-after-third-party-cookies\/<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>We\u2019re in a watershed moment for advertising. Expanded regulations are shifting the privacy landscape, as consumers demand more transparency and control over their data. And platform updates \u2014 like Chrome\u2019s plans to deprecate third-party cookies in\u00a0the second half of 2024\u00a0\u2014 require businesses to adopt more durable ways to meet their marketing objectives and drive business<\/p>\n","protected":false},"author":1,"featured_media":19742,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[706],"tags":[],"class_list":["post-19741","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business-ideas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 key measurement considerations to drive business growth in 2024 - Tomilli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tomilli.com\/en\/3-key-measurement-considerations-to-drive-business-growth-in-2024\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 key measurement considerations to drive business growth in 2024 - Tomilli\" \/>\n<meta property=\"og:description\" content=\"We\u2019re in a watershed moment for advertising. Expanded regulations are shifting the privacy landscape, as consumers demand more transparency and control over their data. 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