Are you familiar with Google Ads Data Hub? It’s said to be the next generation of insights and reporting.
Here’s what you need to know.
Ads Data Hub or ADH is Google’s clean room environment specifically developed so that advertisers can access detailed, impression-level data about their cross-device media campaigns in a more secure, privacy-safe environment.
After the removal of the user ID for things like independent attribution in a bid for increased privacy compliant solutions, the introduction of ADH and extended use cases makes it a very important solution within the stack when you want to generate campaign or customer insights. ADH allows advertisers to incorporate data from other sources such as CRM to generate a more holistic view of different advertising channels.
ADH is built on the Google Cloud infrastructure, advertisers who want to understand the path to conversion can upload other data sources into BigQuery. ADH enables them to combine the data sources to generate the desired path to conversion journey.
The data available within ADH is from the DV360 or Campaign Manager log file, which is what you would expect to see. However, you can also take advantage of YouTube and mobile ad campaign data at an event stage which takes things to a whole new level in terms of reporting insights. E.g. ADH is the only place you will be able to measure cross-screen YouTube campaigns.
Three key points to remember:
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To write and run queries the person managing ADH will need to execute these in SQL programming language and understand the ins and out of the BigQuery UI.
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User-level data cannot be exported from ADH and any data that is exported will be aggregated at a minimum of 50 users.
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ADH is built with BigQuery. With the right skills, leveraging Cloud for Marketing can revolutionize an advertiser’s analytics output.
Whether you are intrigued by Ads Data Hub and it’s capabilities, or would like to discuss Google Cloud for Marketing, the BidMath team is happy to connect and discuss your goals and support your journey.
