Recently, Google sent an email to all Analytics users about a new update to Remarketing Audiences created in Google Analytics.
Dear Google Analytics User,
Remarketing with Google Analytics will soon be enhanced to take advantage of new cross-device functionality available in AdWords and DoubleClick.
The details are available after signing in to your Google Analytics account.
Important Update to Remarketing with Google Analytics
May 15, 2017, Remarketing Audiences created in Google Analytics will be enhanced to automatically take advantage of new cross-device remarketing functionality now available in AdWords and DoubleClick. This will allow you to reach your customers across devices when using Google Analytics Audiences.
Our research shows that six in ten internet users start shopping on one device but continue or finish on a different one. With cross-device remarketing in AdWords and DoubleClick, if someone visits your website on one device, you can now reach them with more relevant ads when they search or browse on another device.
Where users have chosen to enable Google to associate their web and app browsing history with their Google account, and to use information from their Google account to personalize ads, Google will use data from its signed-in users together with your Google Analytics data to build audience lists for cross-device remarketing. In order to support this feature, two things will happen: First, for users on your site, Google Analytics will collect Google-authenticated identifiers associated with users’ Google Accounts (and therefore, personal information). Second, Google Analytics will temporarily join these identifiers to your Google Analytics data in order to support your audiences.
No action is required for these changes to take effect but please review your privacy policies and make any necessary updates to explain what data your business collects and shares with Google.
If you don’t wish to enable Remarketing with Google Analytics, please turn off remarketing data collection.
As always, Google users can control their ads experience (or opt out of personalized ads altogether) at My Account.
In July 2016 Google published the study “How Mobile Has Redefined the Consumer Decision Journey for Shoppers”. The study revealed that:
Six in ten internet users start shopping on one device but continue or finish on a different one, and 82% of smartphone users say they consult their phones on purchases they’re about to make in a store. They get ideas, look up information, and make decisions, all from their smartphone anytime, anywhere.
Audiences created by combining data from signed-in users connected with your Google Analytics data will lead to better performance in your remarketing campaigns and better targeting.
Google switch from targeting based on cookies to one based on logged-in users id’s is an evolutionary process of remarketing with Google.
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