In this rapidly evolving privacy landscape, growing your business requires a new approach to data measurement that will preserve advertising performance and also put the user and their privacy first by utilising Google’s privacy-focused changes.

Adopting new privacy-safe techniques ensures your measurement remains accurate and actionable with privacy-focused changes. Google’s updates, coming later this month, will help customers succeed in a world with fewer cookies and other identifiers with new ways to respect user consent, measure conversions, and unlock actionable insights from your sites and apps.

Adjusting consent mode in Tag Manager

Utilising privacy-safe measurement requires building first-party data. Investing in a tagging infrastructure helps make the most of the data that consumers share with you and lets you accurately measure your campaign performance. As consumers seek increased control over how their data is used, methods for respecting their consent choices will also need to adapt.

Google will make it easier for your website to integrate with Consent Mode, you’ll soon be able to implement it directly from Google Tag Manager, where there’ll be the option to modify and customise tag behavior in response to users’ consent preferences.

Enhanced conversions help privacy-focused changes without cookies

Enhanced conversions allow tags to use consented, first-party data to give you a more accurate view of how users convert after engaging with your ads. You’ll also be able to get the data you need to unlock performance insights, like conversion lift, and improve measurement in cases when your ad is shown on one device and the user converts to another.

Your first-party data is hashed to protect user privacy and ensure security, and you’ll receive aggregated and anonymized conversion reporting.

Advanced machine learning will continue to unlock insights in Google Analytics

The introduction of Google Analytics 4 and its conversion modeling will help close measurement gaps and gain better insights into behavioural analytics data as privacy becomes more of a priority for users. Google announced they are extending their advanced machine learning to behavioural analytics reporting in GA.