Create attribution reports with Google Ads Data Hub
Google Ads Data Hub is a clean room that enables you to securely access, process, and analyze data from multiple Google sources such as Campaign Manager, DV360 and Search Ads. By combining data from multiple sources, you can gain a more comprehensive view of your campaigns and make more informed decisions about your marketing strategies.
What is Google Ads Data Hub?
Before the release of Google Data Hub, marketers had to extract data from each platform or use a DMP or CDP to have a holistic view of each customer touch point in the digital world. This was raw data that had not yet been aggregated. This process was time-consuming and very hard to deduplicate conversions and touch points, making it difficult to quickly take action on data insights.
Ads Data Hub also provides a data clean room. Cleanrooms are a place where data is stored in a central location to be able to share it securely with agencies, other companies or third party providers. In a data clean room, teams can access, transform, analyze and store their data in a secure environment. It also helps keep customers’ information confidential by restricting access to specific individuals or groups.
By combining data from multiple sources, you can gain a more comprehensive view of your campaigns and make more informed decisions about your marketing strategies.
How does Google Ads Data Hub work?
Once this data is brought into ADH’s BigQuery environment, it’s available and accessible in one place. You’ll be able to see how the customer journey intersects with ad impressions, web behaviour, conversion rates and retention rates.
Data Hub is designed to handle large volumes of data with ease. It can process data at a rate of millions of events per second and can process billions of records in a matter of hours. Data is stored in a highly scalable and efficient manner, allowing users to quickly generate insights from their data.
The main advantages of Google Ads Data Hub for marketers
1. Combining first-party data with audience data
Google Data Hub allows for your first-party data to be integrated, analyzed and enriched with third-party audience data, making precise customer segmentation possible and provides an understanding of customer’s behaviour across multiple channels. This helps to create more meaningful audiences and better targeting as you can better understand how your customers interact with your brand and the path they take to convert.
2. Reach and frequency reporting
Ad Data Hub provides insights into how customers interact with your campaigns, ads and offers over 13 months. This information can help advertisers to clearly uncover trends in customer behaviour, be more cost-efficient and optimize campaign performance.
3. Improved data integrity
By having a centralized platform you can trust that your data is clean and up-to-date, meaning you have peace of mind knowing you’re getting accurate insights each time.
4. The only way to track YouTube campaigns
Google Data Hub is the only platform that can track and analyze YouTube campaigns because there is no longer a way to track campaigns with third-party pixels. Detailed, event-level reports are important for understanding how people are engaging with your brand on YouTube and optimizing your campaigns to reach the right audience.
5. Improved insights and ROI
With Google Data Hub, you can access a range of advanced analytics tools such as multi-touch attribution models, allowing for better attribution of marketing efforts to identify which channels are the most profitable. By using Data Hub, you can make more informed decisions on media buying and budget allocation, resulting in improved ROI.
6. Convenient storage
Data Hub offers a central location for storing marketing data. This eliminates the need to set up and manage multiple data stores or warehouses.
7. Advanced features
Data Hub provides advanced features for managing marketing data, such as deduplication, campaign tagging, and automatic categorization. These features make it easier to organize and analyze your marketing data.
ADH doesn’t allow you to see any personal data, which protects your customer’s privacy and is in line with GDPR privacy laws. ADH shows data as aggregate numbers and users are tied to a Google ID as opposed to cookies. Mobile device IDs can also link ad behaviour across mobile users. Aggregate data can be used to create audiences but targeting individual users with this data is not possible.
Why choose Indaru to use Google’s Ad Data Hub
Extracting insights from Google’s ADH can be a very technical and tricky task to get right which is why it is best to call in professionals like Indaru to assist you. We set out to listen and fully understand your brief and any concerns you may have regarding ADH before tirelessly creating customized queries for you.
Instead of giving you a cookie-cutter solution, we take the time to understand your business, needs and objectives when setting up your Ads Data Hub. As trained data scientists, we can help you extract insights from your data to improve your Google search, display and programmatic ad performance.