Google IOS14 & 15

by Leona Griffin on June 4, 2022

Overview

Just as Facebook needed to make changes for the IOS14 update, Google put off making the required changes until 2022. They did this to find a solution that would continue to provide advertisers with the results they’ve come to count on.

What Are The Changes?

Google’s solution to the IOS 14 update includes 3 components

  1. GA4 Google’s new analytics options
  2. Google Audience Signals with Customer Lists
  3. Google Ads Enhanced Conversions.

Who Needs This?

  • Anyone who is using Google Analytics will need this
  • Anyone running Google Ads will need this
  • Anyone thinking of running Google Ads will need this

Why Do You Need This?

GA4

  1. Google analytics as you know it now will stop working in July of 2023. 
  2. The new GA4 does not work out of the box when just copying the code and adding it to your Shopify store. 
  3. GA4 It will track users and not conversions unless properly configured.
  4. It needs custom code added to allow it to track sales.
  5. If you do not set up GA4 with conversion tracking you will not be able to compare your sales data next year to the previous year.

Google Audiences Signals With Customer Lists

  1. Google will stop using cookies to track users. We are moving to a cookieless world. Smart campaigns such as Google Smart Shopping, Smart Display, Performance Max, and TROAS campaigns used data from these cookies to retarget and find new customers. Now they’re going to need you to provide data to help them find those people along with people similar to them for continued sales.
  2. By uploading your 1st party data you are able to accurately retarget customers, people on your email list that you may not be able to without the lists after July of 2022

Google Enhanced Conversions

  1. Google is saying that it may not be able to track all conversions as it does now without the new enhanced conversions. This will cause your cost per acquisition to look like it's rising, and the machine learning to be less effective.
  2. This will more accurately track conversions, make smart campaigns more effective and keep the cost per acquisition low.
  3. It will also give you an edge over competitors who have not put these three elements into place.

If you want the Sassy Cheetah team to set these up for you, we have a package available!