Europe presents a $660 billion potential for APAC businesses keen to grow beyond the region. But with shifts in the European Economic Area’s (EEA) privacy landscape, businesses need to meet the data privacy expectations of customers to successfully expand overseas.
Privacy-centric measurement lets you respect user choices and still gain insights for business success.
That’s why forward-looking businesses are embracing privacy-centric measurement as a growth engine.
Businesses that adopt measurement solutions which prioritise customers’ privacy when collecting their consent statuses and personal information, ensure they’re in step with platform and regulatory changes. Those changes include the phasing out of third-party cookies and the passing of the Digital Markets Act, which requires designated platforms to work with businesses to get user consent before collecting their information for advertising.
Additionally, businesses that embrace privacy-centric measurement let users know the value, such as a better customer experience, that comes with them consenting to share their information. That builds trust and lets businesses unlock deeper audience insights to optimise marketing performance.
One such solution that protects customer privacy is consent mode. It lets businesses like yours measure conversions while respecting people’s consent choices, so you can better understand how to drive performance, even with less user data and signals.
Use consent mode to unlock privacy-centric insights and performance
When you enable consent mode, Google measurement products will collect and convey your customers’ cookie or app identifier consent status, and adapt the behaviour of your Google tags or app software development kit accordingly. If consent is granted, the conversion is reported.
Should the customer decline consent, consent mode modeling uses Google AI to fill the measurement gaps and provide a complete picture of your campaign performance. With consent mode, businesses recover around 65% of conversions that would have been lost from users’ consent choices.1
To implement consent mode seamlessly, consider working with a Google-certified Consent Management Platform partner. The partner provides a high-level of support throughout implementation, from setup to further optimisation.
Let’s take a closer look at how APAC businesses like the consumer electronics brand Honor, and video game developer and publisher NetEase Games, are using consent mode to deepen their understanding of customers in the EEA and power their growth overseas.
How Honor used consent mode to power site performance and drive growth
Finding the right privacy-centric measurement approach is crucial for businesses like Honor, which has a significant customer base in the EEA. In fact, Europe is the second-largest market for Honor’s high-end models.
Given that Honor sells directly to customers in the EEA via its website, it sought to prioritise customers’ privacy. The brand worked with TrueMetrics, its technology consultant and implementation partner, to add a consent banner to its site and clearly communicate how visitors’ information would be used.
However, Honor found that it was unable to optimise its ad and remarketing strategies without a solution to recover conversion data that’s lost when site visitors deny consent, so it set up consent mode.
The solution enabled Honor to tap into Google AI’s modelling capabilities to recover lost conversions and gain a holistic view of its campaign performance. Honor could also identify which customers had granted consent, and reengage them with other products that might be of interest to them.
Honor’s uplift in conversions, following its use of consent mode and remarketing strategies, also led to a 59% increase in purchases.
How NetEase Games used consent mode to fuel app performance
NetEase Games, which develops and publishes video games across a variety of genres and platforms, has had its sights set on growth in Europe’s competitive mobile gaming market.
Already, dozens of its gaming apps reach a global audience, including those in Europe, so it had to find a way to drive app performance while prioritising the privacy needs of its users in Europe. Given its broad portfolio of apps, it also had to establish an efficient, streamlined way to collect user consent and gather audience insights.
With the help of its technology partner Fifty-Five and Consent Management Platform partner Consent Manager, NetEase Games was able to create a uniform integration platform that allowed it to apply and manage consent features across all its apps. Since consent mode is automatically integrated into Google-certified Consent Management Platforms, the game developer could implement consent mode across all of its apps efficiently, saving time and effort.
To ensure its efforts to preserve privacy would not impact ad performance, NetEase Games employed a two-pronged strategy. First, with consent mode enabled, it tapped into Google AI’s modelling capabilities to recover lost conversions. Second, it sought to maximise consent acceptance rates.
NetEase Games ran several experiments to optimise its consent banner and provide greater transparency to app audiences about how it would use collected information. This proved successful in building trust and its consent acceptance rates exceeded the gaming industry’s average by 20%.
As your business navigates the EEA’s evolving privacy landscape, you can drive success with a privacy-centric measurement approach and solutions that protect customer privacy, like consent mode. By recognising user consent and embracing modelling to fill in data gaps, you can fuel performance while meeting the privacy expectations of your customers in Europe, and beyond.
