{"id":18478,"date":"2022-10-17T12:04:53","date_gmt":"2022-10-17T10:04:53","guid":{"rendered":"https:\/\/trilogi.com\/blog\/com-afectara-la-nova-era-cookieless-a-google-ads\/"},"modified":"2026-10-23T18:29:55","modified_gmt":"2026-10-23T16:29:55","slug":"com-afectara-la-nova-era-cookieless-a-google-ads","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/com-afectara-la-nova-era-cookieless-a-google-ads\/","title":{"rendered":"Com afectar\u00e0 la nova era cookieless a Google Ads?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Fins ara hem conegut un m\u00f3n amb cookies en qu\u00e8 els eCommerce podien fer el seguiment dels seus usuaris i tenien tota mena de dades per millorar la seva estrat\u00e8gia de m\u00e0rqueting online. Normalment aquestes dades les recollien cookies de tercers i, posant un simple tracking, pod\u00edem fer servir eines com Google Analytics i <a href=\"https:\/\/trilogi.com\/blog\/ca\/campanyes-a-google-ads-10-claus-perque-siguin-un-exit\/\">Google Ads<\/a> sense problemes. Les cookies s\u2019han convertit en una eina b\u00e0sica per fer publicitat, per\u00f2 <strong>Google ja ens va advertir que el 2023 desapareixeran les cookies de tercers i ens hem d\u2019adaptar a una nova era cookieless.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les noves lleis de privacitat com el RGPD indiquen com s\u2019han de recollir i emmagatzemar les dades, i els usuaris poden controlar quines dades donen i com es poden fer servir, o no, per fer anuncis personalitzats.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Segons un <a href=\"https:\/\/www.axios.com\/2019\/02\/25\/consumers-kinda-sorta-care-about-their-data\">estudi d\u2019Axios<\/a>, el 81% dels consumidors diu que <strong>en l\u2019\u00faltim any <\/strong>els preocupa m\u00e9s com fan servir les empreses les seves dades. I aix\u00f2 t\u00e9 un impacte directe en el m\u00e0rqueting online, ja que es recullen menys dades per fer campanyes. Per aix\u00f2 s\u2019estima que les companyies han gastat 2,7 vegades m\u00e9s en certificacions de privacitat i seguretat de dades, perqu\u00e8 el futur de la publicitat online passa per recollir tu mateix les dades dels teus clients i saber com fer-les servir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Com ser\u00e0 internet sense cookies?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Els propers anys el <strong>consentiment <\/strong>agafar\u00e0 molta import\u00e0ncia. Amb m\u00e9s transpar\u00e8ncia i control sobre les dades dels usuaris, la consci\u00e8ncia sobre el consentiment per a l\u2019\u00fas de les dades s\u2019estendr\u00e0 a diferents pa\u00efsos. <strong>Augmentar\u00e0 la import\u00e0ncia de les eines que permetin controlar quines dades accepta cedir l\u2019usuari.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Desapareixeran les cookies de tercers. <\/strong>Les cookies de tercers s\u00f3n les que hi ha en un web i recullen dades per a un tercer (una altra empresa, com Google, Meta, etc.). Aquest tipus de cookies quedar\u00e0 en des\u00fas <strong>i necessitarem eines que ens donin dades de manera agregada, <\/strong>\u00e9s a dir, que no emmagatzemin informaci\u00f3 d\u2019un usuari en particular.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Els models predictius tindran m\u00e9s pes. <\/strong>Com que cada cop tindrem acc\u00e9s a menys informaci\u00f3 de cookies de tercers, haurem de tenir eines que facin models predictius i confiar en el machine learning i l\u2019automatitzaci\u00f3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tot aix\u00f2 ens porta a un escenari en qu\u00e8 ser\u00e0 imprescindible tenir <strong>First Party Data, <\/strong>dades pr\u00f2pies, per poder treballar el m\u00e0rqueting online del nostre eCommerce.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"848\" height=\"260\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/first-party-data-google-ads.png\" alt=\"Google Ads First Party Data\" class=\"wp-image-15837\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/first-party-data-google-ads.png 848w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/first-party-data-google-ads-300x92.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/first-party-data-google-ads-768x235.png 768w\" sizes=\"(max-width: 848px) 100vw, 848px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">La import\u00e0ncia del First Party Data<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En aquest nou escenari, el <strong>First Party Data <\/strong>pren molta m\u00e9s import\u00e0ncia. Les dades que cada empresa recull de primera m\u00e0, ja sigui al seu web, al CRM, a les xarxes\u2026 seran vitals per continuar treballant el m\u00e0rqueting online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Totes aquestes dades s\u00f3n valuoses per al teu negoci. Aporten detalls sobre els usuaris i els clients existents, i <strong>d\u2019aqu\u00ed a poc temps seran l\u2019\u00fanica manera de fer publicitat amb \u201cretargeting\u201d.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ja hi ha maneres d\u2019utilitzar aquestes dades; per exemple, Google Ads et permet pujar les teves pr\u00f2pies bases de dades d\u2019usuaris per crear audi\u00e8ncies. Tota aquesta informaci\u00f3 \u00e9s molt \u00fatil per al machine learning i l\u2019automatitzaci\u00f3 que hem comentat abans.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En el nou escenari cookieless, als anunciants ens costar\u00e0 m\u00e9s obtenir rendiment de les campanyes, ja que ser\u00e0 m\u00e9s complicat arribar als clients potencials. Qu\u00e8 haurem de fer?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Assegurar-te que recopiles les dades dels teus clients. <\/strong>Si recopiles correctament el teu First Party Data, com ara l\u2019email, l\u2019ID de transacci\u00f3, l\u2019ID de producte\u2026 i <strong>configures correctament les etiquetes i els esdeveniments de Google Ads i Google Analytics, <\/strong>podr\u00e0s fer el seguiment de les conversions i veure el rendiment dels anuncis.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"595\" height=\"463\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-first-party-data.png\" alt=\"Google Ads First Party Data\" class=\"wp-image-15839\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-first-party-data.png 595w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-first-party-data-300x233.png 300w\" sizes=\"(max-width: 595px) 100vw, 595px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Quines recomanacions ens dona Google per preparar-nos per a aquest escenari?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A Trilogi som<a href=\"https:\/\/trilogi.com\/blog\/ca\/google-tria-trilogi-per-entrar-al-seu-exclusiu-grup-de-partners-premier\/\"> Google Partners Premier<\/a> i ens estem formant per poder afrontar aquest nou escenari sense que repercuteixi en el rendiment de les campanyes dels nostres clients. Les directrius de Google s\u00f3n les seg\u00fcents:<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\"><li>Assegura\u2019t de tenir configurada la Global Site Tag a totes les p\u00e0gines del teu eCommerce per poder recollir b\u00e9 les dades dels usuaris.<\/li><li>Configura les conversions millorades a Google Ads.<\/li><li>Implementa el mode de consentiment per a les cookies.<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">A m\u00e9s, aplica l\u2019atribuci\u00f3 basada en dades a Google Analytics 4 per poder treure m\u00e9s conclusions i analitzar el comportament dels usuaris.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"902\" height=\"376\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-escenario-cookieless.png\" alt=\"\" class=\"wp-image-15840\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-escenario-cookieless.png 902w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-escenario-cookieless-300x125.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/google-ads-escenario-cookieless-768x320.png 768w\" sizes=\"(max-width: 902px) 100vw, 902px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">La Global Site Tag o Gtag permetr\u00e0 als anunciants fer servir el nostre First Party Data amb les eines de Google com Ads o Analytics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9s el moment de preparar el teu eCommerce per a la nova era cookieless!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fins ara hem conegut un m\u00f3n amb cookies en qu\u00e8 els eCommerce podien fer el seguiment dels seus usuaris i tenien tota mena de dades per millorar la seva estrat\u00e8gia de m\u00e0rqueting online. Normalment aquestes dades les recollien cookies de tercers i, posant un simple tracking, pod\u00edem fer servir eines com Google Analytics i Google [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":15842,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[],"class_list":["post-18478","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Com afectar\u00e0 la nova era cookieless a Google Ads? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Google ja ens va advertir que el 2023 desapareixeran les cookies de tercers i ens hem d\u2019adaptar a una nova era cookieless. 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