Google Analytics 4 is improving its privacy features in preparation for disabling third-party cookies next year.
The platform told Search Engine Land that it is accelerating the rollout of the Protected Audiences API and is also integrating improved conversions.
Why we care These tools provide insights for strategic decision-making while ensuring compliance with privacy regulations and maintaining a competitive edge in the marketplace.
Improved conversion integration. GA4 is integrating improved conversions, eliminating the need for marketers to switch between Google Ads and GA4 to access this data. The beta rollout will begin in the coming weeks, with general availability expected early next year.
What are enhanced conversions? Enhanced Conversions is a privacy-focused tool designed to improve the accuracy of your conversion metrics and enable more effective bidding in a world without third-party cookies.
Release of Protected Audiences API. Google is accelerating the rollout of support for the Protected Audiences API, formerly known as FLEDGE, so that advertisers can reconnect with their customers even in the absence of third-party cookies.
What is the Protected Audiences API? A browser-based API that allows advertisers and ad technology companies to serve interest-targeted ads without relying on third-party cookies. Ensures user privacy by preventing cross-site tracking.
Get your consent in order. Consent Mode, a GA4 tool, allows businesses to honor users’ consent preferences from cookie banners or widgets. This allows Google Analytics to adjust its behavior dynamically. For example, if users refuse consent, consent mode helps clarify uncertainties in the consumer journey by providing an overview of performance.
To use features like the Protected Publics API, companies must have the appropriate consent and permissions, especially for those with traffic from the European Economic Area (EEA).
What Google says. A Google spokesperson told Search Engine Land:
“As businesses prepare for 2024, especially with the demise of third-party cookies on the horizon, it’s critical that they have a lasting measurement foundation in place.” “Privacy features have always been a critical part of the product roadmap. We’ve continued to invest in features that protect people’s privacy while providing the information businesses need to make strategic decisions.”
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deep dive. Check out our research on SEO and the future world without cookies by Search Engine Land contributor Adam Audette to learn more.
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