If you’ve been following the latest updates in digital marketing, you’ve probably heard about the privacy shake-up—especially Apple’s iOS changes. Many advertisers are struggling to target their ideal customers. But here’s the kicker: Google Shopping isn’t having the same problem.
Why? Let’s break it down.
Apple’s Privacy Updates: What’s Changed? 🛑📲
Apple’s iOS updates introduced App Tracking Transparency (ATT)—a fancy way of saying users can now choose whether apps can track them across the web. Spoiler alert: most people opt out.
This was a major blow for platforms like Facebook that depend on third-party data (data collected from outside sources). Without it, Facebook’s ad targeting became less accurate, more expensive, and less effective.
But while Facebook advertisers were left scrambling… Google Shopping barely flinched. 😎
Why Google Shopping Isn’t Affected by Privacy Laws 🔍🛒
Unlike Facebook, Google Shopping is built on a completely different data strategy. It doesn’t rely on third-party tracking—it thrives on first-party data, product-focused ads, and user intent.
Here’s why Google Shopping is still winning despite privacy changes:
- Google Owns the Data (First-Party Data) 🔐
Google doesn’t need to track users across apps because it already collects first-party data directly from its own platforms:
✅ Google Search
✅ YouTube
✅ Gmail
✅ Google Chrome
Since Google collects data inside its ecosystem, Apple’s restrictions don’t apply. This means Google Shopping can still show highly relevant ads without breaking any privacy rules.
- Product-Centric Ads (Not User-Centric) 🎯
Facebook targets people based on their personal profiles and behaviors. Google Shopping targets products based on what people are searching for.
Example: If someone searches for “Nike running shoes”, Google Shopping doesn’t need a personal profile—it just shows ads for Nike running shoes.
It’s search intent-based advertising, which means no tracking = no problem.
- High-Intent Users Convert Better 💳
The biggest advantage of Google Shopping? It captures shoppers when they’re ready to buy.
📌 Facebook Ads: Interrupt people while they scroll, hoping they’re interested.
📌 Google Shopping Ads: Show up when people are actively searching for a product.
Who’s more likely to buy? The searcher, of course!
Google Shopping doesn’t need to rely on personal tracking when the user is already telling Google what they want.
- Google’s Massive Ecosystem Provides Built-In Targeting 🌍
Google isn’t just one platform. It’s an entire ecosystem that collects its own data from:
✅ Google Search (what people type in)
✅ YouTube (what videos they watch)
✅ Gmail (what emails they interact with)
✅ Chrome (what websites they visit)
This means Google has all the targeting power it needs—without needing external tracking like Facebook.
What This Means for Your Ecommerce Business 🏪
If you’re running Google Shopping ads, congrats! 🎉 You’re already on the right path.
If you’re struggling with Facebook ads, you might need to rethink your strategy.
💡 Here’s what you should do next:
✔️ Invest in Google Shopping—it’s privacy-proof.
✔️ Optimize your product feeds—Google prioritizes high-quality listings.
✔️ Test Performance Max campaigns—Google’s AI can help improve results.
With privacy laws getting stricter, Google Shopping will only get stronger while other platforms scramble to adjust.
Final Takeaway: Privacy Changes Are a Problem—But Not for Google Shopping 🎯
While Apple’s privacy updates have made advertising harder for Facebook and other platforms, Google Shopping is thriving.
🔹 First-party data keeps Google’s targeting accurate.
🔹 Product-based advertising removes the need for personal tracking.
🔹 Search intent makes conversions easier.
So, is your eCommerce store taking full advantage of Google Shopping? Let me know in the comments! 👇 🚀
FAQs – Google Shopping & Privacy Laws
- Why did iOS privacy updates hurt Facebook but not Google Shopping?
Facebook depends on third-party tracking to follow users across apps. Google Shopping, however, relies on first-party data collected from Google’s own platforms, so it’s not affected.
- Does Google Shopping still track users?
Google collects data—but it’s first-party data (from searches, clicks, and activity within Google properties), which isn’t affected by Apple’s privacy policies.
- Is Facebook advertising still effective?
Yes, but targeting is less precise, which makes it harder to get profitable results. Many advertisers are shifting to Google Shopping for better performance.
- Should I switch from Facebook Ads to Google Shopping?
If your business sells products people search for, Google Shopping is a must. If your product requires impulse buys, Facebook ads can still work, but they may be less effective than before.
- What’s the best way to optimize Google Shopping campaigns?
✔️ Use high-quality product images and descriptions
✔️ Add custom labels to segment products for better bidding
✔️ Test Performance Max campaigns to leverage AI-driven optimization
- Can I run both Facebook and Google Shopping Ads?
Absolutely! A multi-channel approach is ideal. However, keep in mind that Google Shopping is more stable due to fewer privacy restrictions.
- What’s the future of digital advertising with privacy laws?
More platforms will shift toward first-party data strategies. Google is already ahead—others need to catch up.
Need Help with Google Ads? If you’re ready to take your online store’s performance to the next level with Google Shopping Ads but need a helping hand, consider reaching out. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Whether it’s about creating high-performing Shopping Ads or mastering your overall Google Ads strategy, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit www.trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.