Google announced several updates that will provide website owners and advertisers with relevant cookie-free data.
The new privacy and security tracking method that does not include Google’s controversial FLoC technology relies on recognized source data and machine learning.
These new solutions aim to help marketers succeed in a world with fewer cookies and third-party identifiers by introducing methods to measure conversions and extract useful information while respecting user consent.
With these updates for site owners and advertisers, Google will:
- Extend its advanced machine learning models to behavioral reporting in Google Analytics.
- Allow seamless access to Consent Mode, which adjusts how Google tags operate based on user cookie consent choices.
- Implement enhanced conversions that allow tags to use consented, first-party data to track how users convert after engaging with ads.
Google Analytics Tracking Without Cookies
With or without cookies, Google Analytics will soon use machine learning to improve marketers’ understanding of the customer journey.
This is an extension of the machine learning features added to Google Analytics last year, allowing you to display relevant marketing information, such as the probability that a customer will make a purchase.
Google’s advanced machine learning model will be extended to behavioral reporting in Google Analytics.
These templates will fill in the data gaps left by unusable cookies.
With this data, marketers will have a more complete understanding of the customer journey and can use this information to improve their campaigns.
This helps ensure that marketers can continue to measure the effectiveness of their entire campaigns privately and securely.
To facilitate site integration with “consent mode”, Google will soon enable implementation directly from your Tag Manager account, allowing marketers to modify and customize the behavior of the tracking code based on your preferences. consent of the user.
Based on the creation of the “consent model,” Enhanced Conversion uses agreed-upon source data to more accurately view actions taken by users after interacting with ads.
If an ad is shown on one device and a user converts on another device, marketers will get the data they need, which can be used to unlock performance analytics (such as increased conversion) and improve measurement performance standards.
Source: Google Ads & Commerce Blog