Invoca is excited to announce the availability of our durable attribution technology for Google Ads. Developed through our close collaboration with Google, durable attribution helps marketers avoid conversion data loss from privacy initiatives and browser restrictions that make it hard to prove results and improve performance.
Powered by first-party data, AI, and new support for enhanced conversions, Invoca’s durable attribution captures every possible phone lead and conversion from your Google Ads campaigns. With Invoca, you can be confident that your Google Ads phone metrics are accurate, privacy-safe, and future-proof, so you can measure your true ROAS and make the right optimizations to increase conversions and revenue.
This blog introduces our durable attribution for Google Ads technology, starting with an overview of the data privacy challenges it helps you overcome.
Data Privacy Is Creating Google Ads Conversion Measurement Challenges
Data privacy initiatives and browser restrictions are doing more than just making it harder to target consumers with personalized ads. They are creating gaps in your conversion data, including your Google Ads data, that make it harder to measure performance and make the right optimizations to drive growth.
Apple Is Removing Google Click IDs From Ad Clicks
Google click IDs (GCLIDs) have always been essential for attributing conversions from Google Ads campaigns. Apple, however, has been implementing privacy policies to remove GCLIDs from a growing number of Google Search, Shopping, Display, and YouTube video ad clicks, giving advertisers less visibility into their conversions.
Beginning in 2021, Apple's App Tracking Transparency (ATT) policy made it so Google could no longer send GCLIDs from clicks in Google applications like Chrome, YouTube, and Google Search in iOS traffic. Then in 2023, Apple’s Link Tracking Protection (LTP) began removing GCLIDs and other tracking IDs, including GBRAIDs and WBRAIDs, from ad click links in Safari private browsing and Apple apps like Mail and Messages.
Third-Party Cookie Loss Impacts YouTube Engaged-View Conversion Tracking
If you run YouTube ads, engaged-view conversions are essential to measuring their impact on your business. They enable Google Ads to connect an engaged video ad view – when a user watches a YouTube video for at least 10 seconds, or the entire video if it's shorter – to a conversion action that occurred later. The phasing out of third-party cookies, however, is hindering that ability, making it harder for marketers to prove the ROI of their YouTube ads.
You Can’t Measure and Optimize Google Ads ROAS Without Call Conversion Data
Accurate conversion data is critical to measuring Google Ads ROAS and making the right optimizations to drive growth. For marketers in industries like healthcare, telecom, home services, insurance, financial services, automotive, and travel, that conversion data must include phone calls.
Those industries get anywhere from 30% to over 80% of their leads, appointments, and sales from calls. Without accurate data on the volume, intent, and outcome of calls from Google Ads, it’s impossible to know what’s really working and what optimizations to make to improve results, leading to wasted ad spend, high CPA, low conversion rates, and lost customers and revenue.
Only Invoca Delivers Durable Attribution for Google Ads Phone Leads and Conversions
Invoca has always been the call tracking solution of choice for marketing leaders to drive more conversions and revenue from phone calls. Invoca attributes calls from Google Ads to the right campaign, ad group, and keyword and uses AI to analyze the conversations to detect if calls are leads and if they converted, activating that data in Google Ads so you can measure and optimize performance.
Working closely with Google, Invoca continues to evolve our industry-leading solution for today’s privacy-first world. With our durable attribution technology, marketers can avoid the gaps in conversion reporting from browser restrictions that hurt your results. Only Invoca measures every possible phone lead and conversion from your Google Search, Shopping, Display, and YouTube campaigns:
- No GCLID, No Problem: Invoca captures all available Google identifiers for calls, including GCLIDs, GBRAIDs, and WBRAIDs. But even when there is no GCLID or other Google tracking parameters because of data privacy and browser restrictions, Invoca’s support for Google Ads enhanced conversions helps marketers attribute the resulting phone leads and conversions to accurately measure performance.
- Call Attribution for YouTube Engaged Views: If you run YouTube video ads, Invoca helps connect phone leads and conversions back to an engaged view, even on browsers blocking third-party cookies, so you know how your YouTube ad spend impacts business outcomes.
- Cross-Device Attribution for Call Conversions: Invoca’s durable attribution enables marketers to track the path Google users take prior to calling, revealing how callers behave across devices and browsers and the Google ads they viewed or engaged with prior to calling.
- Connect Invoca to Google Ads with Data Manager: Invoca has strengthened its integration with Google Ads with new support for Data Manager. By enabling customers to manage Invoca's connection to Google Ads via Data Manager, the integration isn't linked to a specific user’s Google account, so it won't be impacted if that user leaves the business.
Unlock the Full Value of Google Ads with Invoca’s Accurate Call Conversion Data
Invoca works closely with Google to ensure your call conversion data stays accurate as privacy regulations evolve. With Invoca’s durable attribution, marketers have the data to accurately measure their Google Ads performance and optimize towards the interactions driving the most value.
- Maintain Accurate Measurement: Recover phone lead and conversion data that would otherwise be lost due to browser restrictions.
- Prove Your Real Impact: Get credit for every possible lead and conversion to prove your true impact on business results.
- Maximize ROAS and Lower CPA: Ensure Google has the right call data to drive the best outcomes from smart bidding and Performance Max.
- Future-Proof Your Conversion Data: As privacy regulations evolve, Invoca evolves with them to ensure your call conversion data remains accurate and actionable to drive the best results.
How Google Ads Advertisers Are Winning With Invoca
- Financial Services: “Invoca’s Google Ads integration has been really beneficial for our marketing team. Google knows how to optimize for high-performing phone leads because it gets attribution data from Invoca right away. This has helped us increase our return on ad spend by 30%.” – Christina Rosa, VP of Marketing at MoneySolver
- Healthcare: “If we just tracked conversions from web forms and online scheduling, our ROI would be artificially low. So, Invoca is really saving us from an ROI point of view. It has also helped us build a lot of credibility internally because we can share those ROI numbers with leadership and tie our marketing campaigns to patient revenue.” – David Chase, Director of Digital Marketing & Consumer Engagement at Nemours Children’s Health
- Automotive: "With Invoca, we can attribute all of our revenue driven from phone calls back to the original source channel. We use that data to optimize our digital marketing campaigns. This helps us make the most of our marketing budget and it has significantly increased our ROI." – Kevin King, Director of Digital Marketing at Christian Brothers Automotive
Future-Proof Your Google Ads Call Conversion Data With Invoca’s Durable Attribution
The “why” of conversion measurement hasn’t changed – it’s always been about getting the most accurate results to prove and improve your performance. But the “how” is changing as data privacy evolves.
For marketers driving phone leads and conversions from Google Ads, Invoca gives you the durable attribution data to measure them accurately. If you aren’t getting any data on calls today — or you are using a call tracking solution that isn’t helping you hit your goals — request a demo of Invoca and our team will show you the conversion data and revenue you’re missing.
