Google has introduced a new feature called Carbon Footprint for Google Ads that allows advertisers to see estimates of the carbon emissions generated by their advertising activity using Google’s infrastructure data. The tool is available across multiple Google advertising platforms, including Google Ads, DV360, Search Ads 360, and Campaign Manager 360.
Emissions are divided into Scope 1, which covers direct emissions, Scope 2, which accounts for indirect emissions from energy use, and Scope 3, which measures value chain emissions. Google calculates emissions for each account based on campaign details such as targeting, media mix, and auction performance, rather than relying solely on the amount spent on ads.
The tool only measures emissions within Google’s infrastructure. It does not include emissions related to creating ad content, data transfer outside Google’s networks, or the energy consumed by viewers’ devices.
Advertisers can generate carbon reports multiple times a day for multiple account IDs. The results are updated monthly and offer historical insights with location-based emissions data available from January 2024 and market-based emissions data starting from July 2024.
Early findings show that the calculated emissions are often lower than estimates based purely on ad spend. Advertisers are using these insights to reduce their carbon footprint and make more sustainable decisions in digital advertising.
