If you have an existing Google Ads account, you may have received an email that gBraid parameters will be enabled for your URLs to measure iOS14.5+ conversions, but what is this and what does it mean for you?

Back in April 2021, Apple made sweeping changes to privacy controls that let iPhone users opt-out of data sharing, limiting tracking across Google Ads resulting in limited visibility in the conversions occurring from paid search campaigns.

As a response to this, Google introduced new parameters, WBRRAID & gBRAID, that help attribute conversions using data modeling to your Google Search, Shopping, Display & Performance Max campaigns, giving advertisers some indication of campaign performance for iOS users. With auto-tagging enabled, these parameters have been available to advertisers since May 2021.

The highly anticipated data migration is just around the corner:

Google Analytics 4 – Google’s next-generation measurement solution – is replacing Universal Analytics (UA) properties, which will no longer process data after July 1, 2023.

While you'll be able to collect and use data in UA properties until July 1 and see your UA reports for six months after that date, Google announced that new data will only flow into Google Analytics 4 (GA4) properties.

What should I do?

We understand how important your data is – it’s a measurement of success, a way to chronicle your story, and more. Green Line Auto offers two flexible solutions to help you retain and access this data.

Cloud Storage: Store your historical UA data in our secure and reliable cloud-based system, which you can access at any time.
Advanced Storage & Reporting: Integrate your UA data with Green Line's reporting system, which not only allows you to retain this data but also provides you with valuable insights such as year-over-year metrics. You’ll be able to access your data at any time and gain important performance insights even after the migration to GA4.

Learn more about our Data Storage and Warehousing offerings here.

How can I compare GA4 data to UA data?

During the migration process to GA4, you’ll notice that your reporting may look different. While some metrics may cross over from UA to GA4, there are others that do not correlate or may be calculated differently.

There are, however, certain key elements that should remain consistent. These include traffic acquisition dimensions such as source, medium, and campaign, as well as metrics such as sessions, pageviews, transactions (if using), transaction revenue (if using), and UA goals (if using). Find out what other metrics are impacted by this transition here.

What are the next steps?

At Green Line Digital, we are committed to helping our clients manage their data effectively. Whether you want to securely store your data, analyze performance insights, or just learn a little more about GA4, we are here to support you during this transition.

Contact us today. If you are a current Green Line customer, reach out to your Account Manager to import your historical data if you haven’t already. If you’re a new client or want to learn more, fill out the form below and a Green Line team member will reach out to you to set up a time to connect.

Google's Latest Ad Type: Performance Max

Berry Hollie, Automotive Paid Search Manager

Google's latest ad type, Performance Max, is the next generation of Smart Shopping campaigns. Performance Max is a goal based campaign that uses Smart bidding to reach your customers where they are. Stop guessing where your customers are and drive more conversions across all of Google's channels.

How will these help my dealership?

• Find more converting customers across Google's channels and networks.
• Drive better performance against your goals.
• Get more transparent insights.
• Make your budget more efficient by going after the best potential customers

Where do Performance Max ads appear?

• Google Search
• Google Display
• Google Discover
• Gmail
• YouTube

What do Performance Max campaigns optimize towards?

• Store Visits
• Calls
• Forms
• Driving Directions

How do you take advantage of this new ad type? Start testing Performance Max as soon as possible. The first adopters of Performance Max are likely to see the most efficiencies in their campaigns. Learn more about our Paid Search strategy and contact GREEN LINE AUTOMOTIVE so we can start helping your dealership today.

Why You Should Start Utilizing First-Party Data

By Nicole Leonhart, Sr. Account Manager

The better question to ask is why not? Your technology stack is most likely using third-party data to identify owners or in-market consumers but why aren't you using first-party data? The data in your CRM and DMS provides a unique perspective and gives insights into your business that would be unknown without the connection. First-party data can be utilized in both Search Engine Marketing and Paid Social platforms.

Prevent Defection
When your consumers are on Google, you should be the first one showing for them to prevent a competitor from stealing your business. On social, your ads will allow you to remain top of mind.

Optimize Your Ad Budget
Stop wasting money advertising to consumers who just completed a sales or service transaction.

No Cookies Needed
The first step in tackling cookie loss is shifting to a first-party data strategy. First-party data is housed in your CRM and DMS and not collected in the backend of your website.

Highly Customized Ads
Are you looking to entice someone who has not been in for service in a while? Serve the select audience a competitive custom offer; for their eyes only.

While the data lives in your CRM and DMS platforms, just having the data isn’t enough. The secret sauce to making your first-party data work is having the data integrated and segmented by professionals. Learn more about our first-party and third-party data integrations and contact GREEN LINE AUTOMOTIVE today to help you get started.