DATA CAPTURE AND USER TRUST in Real Estate

Data collection is essential for any digital marketing strategy: the more data that is obtained from our own channels, the more knowledge we will have about users.

A differentiating aspect for companies is the construction and maintenance of user trust.

How to get user trust?

Being transparent about privacy requirements and explaining why users are being asked for information.

It is about putting in place a data collection system that is dynamic and based on consent, not on the massive collection of unqualified data.

A lower volume of contacts, but of higher quality, is recommended to launch personalized campaigns.

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AN INTERNET WITHOUT COOKIES

There is a gradual decrease in the use of third-party cookies in browsers (cookieless tracking), prioritizing user privacy; By blocking the sending of third-party data, only data collected directly from our own channels can be used.

Programmatic advertising is affected by these changes since it is based on the behaviors and interests of anonymous users, to whom it shows ads.

What happens if a user does not accept cookies? That the data measurement is interrupted and we do not know their activity, that is, we do not know how many users have entered our channels, the pages they have visited, much less the ones they have converted, unless the consent mode is applied.

Before explaining what the consent mode is, let's see the differences between user data collected directly and those managed by third parties.

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OWN DATA (FIRST-PARTY DATA) AND THIRD PARTY DATA (THIRD PARTY DATA)

The data obtained directly (owners or first-party data) are those the company acquires through its own channels (web page, social networks, email marketing, CRM database)

They are obtained as a result of user interaction and can be of 2 types:

 declarative data: contact data generated from a web form and

 behavioral data, collected through the actions performed on the website, through a code (pixel) inserted to track your behavior.

Both types of data help to have greater knowledge about your target audience and allow its segmentation, in order to generate personalized messages and increase engagement.

Third-party data is obtained from external sources, which are offered to companies, which does not represent a competitive advantage or differentiation. These data are affected by the elimination of cookies in browsers.

Even without cookies, you can still do Retargeting, with API Conversions (Facebook platform) and email marketing strategy (using CRM contact data).

Google has its own proposal in this regard: the consent mode.

WHAT IS THE CONSENT MODE IN GOOGLE?

If you use Google Analytics, Google Tag Manager or Google Ads, you can ensure that you comply with advertising regulations, using the consent mode.

It is a tool that simplifies the management of tags (tags) and improves the data in Google's advertising media .

It does not replace the cookie consent message or consent managers.

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With Consent Mode (Google Consent Mode ), you can adjust how your Google tags behave based on users' consent status.

The tags are loaded on websites before the consent message appears, so that behavior tag will be dynamically adjusted depending on the user's cookie selection.

This selection is saved in a consent management platform (CMP ) and transmitted to Google for processing, without any personal data being sent, only information about your choice, in a granular way (if you have accepted data analytics cookies, you have given permission for marketing communications in a web form,..).

ADVANTAGES OF CONSENT MODE

 Privacy is ensured while maintaining the ability to measure conversions, collect analytics, use opt-in forms,...

 It allows the consent status of end-users to be communicated to Google, which in turn allows our tag to transmit data that some consent banners would block entirely.

 Conversion estimation models: Use Google's estimation techniques to fill in missing data related to consent.

 Bid and optimization of campaigns to reach auto bid targets without disruption or loss of ROI.

CONSENT MODE CONFIGURATION

 To configure consent mode in tags, a few lines of code must be added to the gtag.js tag configuration or to the Google Tag Manager configuration so that the tags can be adjusted based on the users' consent choices.

 Google tags are then unlocked to take full advantage of Google's conversion estimation models, which can use non-cookie-based data to significantly improve accuracy.

DO I HAVE TO IMPLEMENT THE CONSENT MODE?

Its configuration is not as simple as activating or deactivating a button in a tool, since it requires modifying the data layer, in order to collect user activity (pings, instead of cookies).

Therefore, before proceeding to implement it, it is good to know that it is in beta (2021) and that there are some issues that need to be fixed. Google has announced that it will eliminate third-party cookies in 2023.

And by itself, it is not a consent management platform (CMP), so that system is needed to collect and resolve user consent on the web.

While new versions are being debugged, we recommend reviewing how consent is currently requested on the web (first party data), so that any contact that is in the CRM has been collected with that express consent, that there is a way to demonstrate that the user consents to it. has activated and has not revoked it.

Added information and sources:

IAB Transparency and Consent Framework (TCF)

Introduction to Google consent mode

Help from Google Analytics to implement Consent Mode