Starting at the end of May 2018, a setting in your DoubleClick account will be automatically switched “on” under your advertiser settings. This automated rollout will allow your AdWords representatives and sales teams to gain read-only visibility into your DoubleClick Search account’s data; more specifically, your conversion data. They won’t have the ability to make changes or sabotage your data, so there’s not really any real big risk involved. You can opt out of this rollout and keep your conversion data away from the AdWords team, but before you simply do this out of paranoia, there are a few positive implications to bear in mind.
What could this mean for my account?
Allowing your AdWords representatives to view conversion data in DoubleClick Search provides a new level of transparency between teams. I can’t count how many times one of my Google representatives would give recommendations for one of my accounts without having the level of visibility into the deeper conversion metrics we are held accountable to, many of which override optimization decisions against the AdWords conversion KPIs that AdWords tracks. This will empower Google’s recommendations with a deeper understanding of your conversion data, which in turn could become more strategic (and hopefully more actionable) for your accounts.
When we consider the data that Google teams cannot share with us directly (like a specific competitor’s keywords or account structure), the opportunities are even greater. Allowing the AdWords team to see your DoubleClick Search conversion data, then pair that information with the proprietary data only they have access to, empowers them to provide strategic recommendations tailored to your clients’ needs. Imagine how much more robust your upcoming quarterly business review would be if your AdWords team was able to elevate their level of partnership simply by using the same dataset as the rest of your team. This would drive stronger alignment between you, your Google team and your clients.
On the other hand…
As nice as these outcomes may sound, there could be some concern with Google having even more data at their fingertips. If your client is concerned with how much data Google has access to, then this may not be suitable for your account. It’s also important to keep in mind that this does not apply to Bing conversions, so Google will only be able to see conversions attributed to your Google media. If your Bing media makes up a significant portion of your account, know that the recommendations that this data supports will omit that much of your overall search profile.
Much like most Google opt-ins, there’s no room for red lines. It’s a take-it-or-leave-it-type feature, with no ability to customize which floodlights Google will be able to see. In a case where you have offline traffic being funneled into a floodlight, it is completely feasible not to want Google to have visibility/transparency into that level of offline conversion data.
At the end of the day, it’s important to remember that your Google team wants you and your clients to succeed. In my opinion, sharing your data with the AdWords team doesn’t pose any risk, so don’t let the option to opt-out mislead you. Personally, the removal of this data barrier between me and my Google teams only raises my expectations from the AdWords teams to deliver.