How to use Google Ads data to increase revenue on other paid channels

By Bony Ghadiya | MoreThanScaling.com

Table of Contents 👇

1) Instrumentation that won’t crumble in 2025

Consent and tagging (critical for EEA):

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• Implement Consent Mode v2 and pass consent states to Google tags. Without this, modeling and personalization degrade and remarketing can break
• Turn on Enhanced Conversions and link GA4 with Google Ads to unlock stronger audiences and cleaner attribution
• Centralize first-party data and Customer Match with Google Ads Data Manager, which now supports multiple sources including HTTPS and Sheets

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Server-side signals to social:

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• Meta Conversions API with event_id parity to the pixel and high EMQ fields (email, phone, zip, IP, UA hashed). Monitor EMQ in Events Manager
• TikTok Events API (server-side) in tandem with pixel. Treat it as mandatory to recover post-cookie loss

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Attribution windows that matter:

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• Meta reporting effectively capped around 7-day click and 1-day view. Optimize with that lens
• TikTok Attribution Manager allows 1- or 7-day click plus engaged-view and view-through up to 7 days. Use the longest view window available, then sensitivity-test </aside>

2) Build a cross-channel data spine (90-minute setup)

Standardize UTMs: