Last Updated on August 9, 2023 by Easyapns
Advertising Features is a collection of features in Google Analytics that allows you to use data from Google advertising cookies and identifiers for remarketing, impression reporting, demographics and interests reporting, and integrated services. However, to use Advertising Features, you need to activate them in your Google Analytics account and comply with the relevant policies and user consent requirements. In this article, we will explain what Advertising Features are, how to activate them, and which reports require their activation.
What are Advertising Features?
Advertising Features are features in Google Analytics that enable you to:
- Create Remarketing Audiences based on specific behavior, demographic, and interest data, and share those lists with Google Ads.
- Use demographic and interest data in your Analytics reports.
- Create Segments based on demographic and interest data.
- Use Age, Gender, and Interests to build Remarketing Lists.
- See Campaign Manager 360 data in your reports (Analytics 360 only)
- Create remarketing lists in Analytics and share them with Display & Video 360 (Analytics 360 only)
Advertising Features use data from Google advertising cookies and identifiers, such as the Google Analytics cookie, the DoubleClick cookie, or Android Advertising ID (AAID), in addition to data collected through a standard Google Analytics implementation.
By enabling Advertising Features, you allow Google Analytics to collect data about your traffic via Google advertising cookies and identifiers when they are present.
How to Activate Advertising Features?
To activate Advertising Features, you need to follow these steps:
Step 1: Enable Advertising Features in your Google Analytics account
- Sign in to your Google Analytics account and navigate to your property
- Click on Admin and select Property Settings under the Property column
- Scroll down to Advertising Features and turn on Enable Demographics and Interests Reports
- Click Save
- Click on Tracking Info under the Property column and select Data Collection.
- Turn on Remarketing and Advertising Reporting Features
- Click Save
Step 2: Comply with the Advertising Features Policy
By enabling Advertising Features, you must adhere to the following policy requirements:
- You must not identify users or merge personally identifiable information with additional information collected through any Google advertising product or feature unless you have robust notice of, and the user’s prior affirmative consent to, that identification or merger and are using a Google Analytics feature that expressly supports such identification or merger.
- You must not attempt to disaggregate data that Google reports in aggregate.
- The Google Analytics Advertising Features you’ve implemented.
- How you and third-party vendors use first-party cookies or other first-party identifiers and third-party cookies or other third-party identifiers together.
- How visitors can opt out of the Google Analytics Advertising Features you use, including through Ads Settings, Ad Settings for mobile apps, or any other available means.
- You must also point users to Google Analytics, currently available opt-outs for the web.
- You must comply with the European Union User Consent Policy if you receive traffic from users in the European Economic Area (EEA).
- You must comply with the Japan User Consent Policy if you receive non-personally identifiable user information relating to Japanese users from Google.
Which Reports Require the Activation of Advertising Features?
The following reports require the activation of Advertising Features:
Remarketing lets you create audiences of your site users and deliver relevant ads for your Google Display Network and Search ads campaigns based on the actions those users took on your site.
You can create remarketing audiences from the Admin page of your Google Analytics account. You can also use remarketing audiences as Segments in your reports.
Demographics and Interests
Demographics and Interests reports show you how your site audience breaks down by Age, Gender, and Interests. You can use this data to target better your ad spend, create Segments, and build Remarketing Lists.
These reports are located in the Audience section of Google Analytics.
Campaign Manager 360 (Analytics 360 only)
Campaign Manager 360 integration lets Analytics 360 customers view and analyze Campaign Manager 360 data in Analytics. You can see traffic from Display ads in various Acquisition reports and the Conversions > Multi-Channel Funnels reports.
Display & Video 360 (Analytics 360 only)
Display & Video 360 integration lets Analytics 360 customers create remarketing lists in Analytics and have those lists available in Display & Video 360. You can also see Display & Video 360 campaign data in various Acquisition reports
The Benefits Of Using Advertising Features In Reporting Systems
Using advertising features in reporting systems offers several benefits for businesses and organizations:
Tracking Advertisement Performance:
Advertising features allow businesses to monitor the performance of their advertisements, including metrics such as impressions, clicks, and conversions. This data provides valuable insights into the effectiveness of campaigns.
Understanding Target Audience:
Advertising features offer insights into the target audience, including demographic information, locations, and behaviors. Businesses can create more targeted and relevant advertising campaigns by understanding the audience better.
The data collected through advertising features enables businesses to optimize their advertising campaigns. By analyzing the performance metrics, organizations can identify areas for improvement, refine targeting strategies, and allocate resources more effectively.
Informed Decision Making:
Advertising features empower businesses to make informed decisions about their advertising campaigns. The collected data helps determine budget allocation, creative strategies, and the overall direction of future advertising efforts.
Advertising features are vital components of reporting systems, offering businesses and organizations valuable insights into the performance of their advertisements. By activating these features, businesses can track metrics, gain audience insights, optimize campaigns, and make informed decisions. Understanding which reports require activating advertising features and leveraging them effectively can significantly enhance advertising efforts and drive better results.