Google announced the launch of its new Carbon Footprint for Google Advertising reports, aimed at enabling advertisers to measure and manage the carbon emissions of their advertising activities.

According to Google, the launch of the new reports come as sustainability reporting regulations, such as the EU’s CSRD directive, require companies to provide comprehensive, data-driven reporting on value chain emissions, including those from marketing activities, and as consumers increasingly consider sustainability and climate change in their buying behavior.

The new reports will provide first-party data to marketers to help track campaign emissions across Google’s advertising platforms including Display & Video 360, Search Ads 360, Campaign Manager 360, and Google Ads.

According to Google, the reports will provide detailed breakouts of emissions data across Scopes 1, 2 and 3 data, with reports in accordance with the Greenhouse Gas Protocol and the Ad Net Zero Global Media Sustainability Framework.

In a post announcing the launch of the new reports, Adam Elman, Sustainability Director at Google, said:

“For marketers prioritising sustainability, measurement is foundational to establishing marketing priorities and net zero goals that are both actionable and effective. Integrating sustainability principles into your marketing and measurement strategy has the potential to help drive business value and meet demand for net zero action.”

Elman added that early testers of the report include L’Oréal Carwow giffgaff and LVMH.

Ben Carter, Chief Customer and Marketing Officer at Carwow said:

“We discovered from our pilot of Carbon Footprint for Google Ads that the old spend-based approach to measuring the carbon footprint of our marketing massively overestimated emissions… Now, using much more precise first-party activity data, we can see that our carbon emissions from Google Ads are much smaller than our initial estimates. This means we can now rebalance the priorities of our overall carbon reduction strategy.”

Google said that the new reports are available now for select large scale advertisers, with wider availability anticipated in the future.