Google will release new features and integrations for Google Analytics 4 (GA4) for proprietary data, improved conversions and long-term ad performance metrics.
Starting in the first quarter of 2024, Chrome will phase out third-party cookies for a percentage of users, allowing for testing and transitions.
Third-party cookies, which have been central to cross-site tracking, are being restricted or phased out by major browsers, including Chrome, as part of their Sandbox privacy project.
The following features should help advertisers “unlock lasting performance” while preserving user privacy.
Protected Audience API support in GA4
A key feature of the recent updates to Google Analytics 4 is the integration of the Protected Audience API, a privacy proofing technology that will be available in early 2024.
This API allows advertisers to continue to reach their audience after the phase-out of third-party cookies.
What is the Protected Audience API?
The Protected Audience API offers a new approach to remarketing, which involves reminding users of sites and products they’ve shown interest in without relying on third-party cookies.
Google screenshot, December 2023
this method involves advertisers directly informing the browser of their interest in showing ads to users in the future.
The browser then uses an algorithm to determine which ads to display based on the user’s web activity and advertiser inputs.
It allows the browser to auction on the device, which allows it to choose relevant ads from the sites previously visited by the user without tracking their browsing behavior across different sites.
Key features and development
Key features of the Protected Audience API to include interest groups stored by the browser, on-device bidding and ad selection and ad serving in a temporarily relaxed version of Closed Frames.
The API also supports a key/value service for real-time information retrieval, which can be used by both buyers and sellers for various purposes, such as budget calculation or policy compliance.
The Protected Public API, initially known as the FLEDGE API, has evolved from an experimental phase to a more mature phase, reflecting its readiness for wider implementation.
This transition is part of Google’s broader efforts to develop privacy-preserving APIs and technologies in collaboration with industry stakeholders and regulatory bodies such as the UK’s Competition and Markets Authority.
The Protected Audience API offers a new way to connect with users while respecting their privacy, requiring a re-evaluation of current advertising strategies and a focus on adapting to these emerging technologies.
Improved conversion support
Launching in the coming weeks, Enhanced Conversions is a feature that improves the accuracy of conversion measurement.
Google screenshot, December 2023
Web-enhanced conversions cater to advertisers tracking online sales and events. It captures and aggregates customer data, such as email addresses, during a conversion on the web, and then matches it with Google accounts linked to ad interactions.
This method recovers unmeasured conversions, optimizes bids, and maintains data privacy.
For Leads, Enhanced Conversions tracks website lead sales that occur offline. Uses hashed data from website forms, such as email addresses, to measure offline conversions.
Configuration options for improved conversions include Google Tag Manager, a Google Tag, or the Google Ads API, with support from third-party partners available.
Advertisers can import offline conversion data for Google Ads from Salesforce, Zapier, and HubSpot with Google Click Identifier (GCLID).
Proper consent settings
To effectively use Google’s enhanced privacy features, it is essential have adequate user consent mechanisms, especially for traffic from the European Economic Area (EEA).
Google’s EU User Consent Policy requires consent to be collected for the use of personal data for measurement, ad personalization and remarketing functions. This policy extends to website tags, app SDKs, and data uploads, such as offline conversion imports.
Google has updated the Consent Mode API to include settings for user data consent and personalized advertising.
Advertisers using Certified by Google Consent Management Platforms (CMPs) will see automatic updates to the latest Consent Mode, while those with self-managed banners should upgrade to Consent Mode v2.
Implementing consent mode allows you to adjust the behavior of the Google tag based on user consent, ensuring compliance and enabling the conversion model for comprehensive optimization and reporting.
The integration of consent mode with CMPs simplifies the management of consent banners and the consent management process by adjusting data collection based on user choices and support Behavioral modeling for a complete view of consumer performance.
Lasting advertising performance with AI Essentials
To effectively use AI, marketers need robust measurement and audience tools to make decisions with confidence.
Google provided a general checklist of AI essentials for Google advertisers. In it, advertisers are encouraged to adopt AI-powered search and peak performance campaigns, participate in Smart Bidding and explore video campaigns on platforms such as YouTube.
Google too offers a more detailed checklist for Google Ads, Display & Video 360 and Campaign Manager 360.
Google screenshot, December 2023
More ways to prepare for the phase-out of third-party cookies
What are third-party cookies? Removedit is essential to audit and modify web code, especially focusing on instances of SameSite=None using tools such as Chrome DevTools.
Adapting to this change involves understanding and managing both third-party and first-party cookies, ensuring they are set correctly for cross-site and compliance contexts.
Chrome offers solutions such as partitioned cookies with CHIPS and related site collections.
At the same time, Privacy Sandbox introduces APIs for privacy-focused alternatives, with additional support for enterprise-managed Chrome and ongoing development of tools and tests to help with the transition.
Like Google keep on To update resources and documentation to reflect these changes, interested parties are encouraged to participate and provide feedback, ensuring that the evolution of these technologies aligns with industry needs and user privacy standards.
Featured image: Primakov/Shutterstock
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