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Chances are you are well aware that Google Analytics 4 is the future of Google\u2019s analytics products. For those still getting up to speed, Google Analytics 4, or GA4, is set to replace Universal Analytics (UA) from July 2023.<\/a> With this recent news, businesses are encouraged to make the shift sooner rather than later to ensure a longer look-back period for analysis once UA is deprecated and discover how GA4 data collection can work for your business.<\/p>\n At XPON, we also see this as an amazing opportunity for businesses to rethink their measurement models and first-party data strategy for the privacy-first world we live in today. GA4 offers some great benefits for respecting users\u2019 privacy and managing first-party data efficiently.<\/p>\n A first-party data strategy represents an amazing opportunity to build a unique customer experience and a defensible competitive advantage. If you want to know more about this topic you can read our blog Why first-party data is driving brands to rethink their AdTech ownership in 2022.<\/a><\/p>\n GA4\u2019s Consent Mode offers consumers more control of their personal data. It creates an avenue for users to express their data preferences during a browsing session so brands can then configure or adjust their online experience accordingly.<\/p>\n Consent Mode integrates with Google Tag Manager, unlocking additional privacy control features. For example, when a cookie banner pops up during a user\u2019s browsing session, the customer can choose which cookies are enabled. Google Tags can then dynamically adapt to align with these permissions. It can also be used with other common consent management tools, such as OneTrust or Cookiebot, to ensure data collection aligns with individual user privacy preferences at all times.<\/p>\n Currently, in UA settings, you can go into properties and manually enable \u2018Anonymise IP\u2019 – meaning the IP address of a specific user would be masked. This IP protection happens at the time data is being collected but prior to any information being processed or stored. In GA4, this setting will be enabled by default, and there is actually no way for a company to disable it.<\/p>\n It\u2019s important to understand Google Analytics can still source important high-level geographic information and derive geolocation reports, as the first portion of the IP will be accessible. It\u2019s simply the last few numbers of the IP address that will be masked, so customers can\u2019t be pinpointed in such a precise way.<\/p>\n It\u2019s a win-win situation, as you can still elicit the necessary facts and values you need to make informed business decisions or hone your marketing strategy, but respect your costumes more and honour their privacy in the process.<\/p>\n With most companies now taking the reins on first-party data, data retention periods and policies are now even more relevant and important. The options currently offered in UA range between 14 months and \u2018do not automatically expire\u2019. In other words, you can choose how long to keep a hold of unaggregated user data – things like cookies, their User ID, and advertising features such as device identifiers.<\/p>\n It\u2019s quite bold when you stop to consider companies can technically hold on to such information indefinitely. This is where GA4 data collection is significantly different; you can choose to retain data for either two months or 14 months but the indefinite option is no longer on the cards. Furthermore, once data reaches the end of the selected retention period, it will be deleted automatically, on a monthly basis.<\/p>\n Whilst it might sound restrictive at first, these shorter data retention options ought not to concern you. From a reporting perspective, standard reports will still work for as far back as the creation date of your property. The stricter settings simply affect how far you can go back with the \u2018Explore\u2019 reports and custom reports, as these use unaggregated data.<\/p>\n By enforcing a number of privacy-first features within GA4, Google encourages marketers to rethink their measurement and first-party data strategy for the privacy-first world we live in today. Essentially, you can still access data for the sake of important activations and predictions, but with greater regard for your customer base. And you\u2019ll be operating in this privacy-centric way without having to consciously review and consider your configuration in line with data privacy regulations and expectations, given it\u2019s inbuilt by default.<\/p>\n XPON understands that upgrading and transitioning MarTech platforms can be stressful and time-consuming. If you or your organisation would like any help migrating from UA to GA4 or would like further counsel regarding your company\u2019s first-party data strategy, we\u2019d be happy to help. XPON can support by developing a clear roadmap towards GA4 Data Collection, with clear milestones for dual tagging, privacy-first measurement, and team enablement. Get in touch with our team of experts today.<\/a><\/p>\n Other blogs in our GA4 series that may be of interest:<\/p>\n<\/blockquote>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Exploring Google Analytics 4’s Privacy Controls & Features Chances are you are well aware that Google Analytics 4 is the future of Google\u2019s analytics products. For those still getting up to speed, Google Analytics 4, or GA4, is set to replace Universal Analytics (UA) from July 2023. With this recent news, businesses are encouraged to […]<\/p>\n","protected":false},"author":12,"featured_media":7748,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"GA4 data collection","_yoast_wpseo_title":"GA4 Data Collection: Collect Data In A Privacy-First Way \u2028%%sep%% XPON","_yoast_wpseo_metadesc":"Let\u2019s take a closer look at the various privacy control features you\u2019ll find with GA4 Data Collection.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_meta-robots-nofollow":"","_yoast_wpseo_canonical":"","_et_pb_use_builder":"on","_et_pb_old_content":" The customer experience is one of the most critical factors determining any business's success. In today's digital age, customers expect a seamless and personalised experience, and companies constantly look for new ways to enhance it. One of the most exciting and innovative ways to achieve this is through augmented reality (AR).<\/p> AR technology allows businesses to superimpose digital information on the real world, creating a more immersive and interactive customer experience. This technology has the potential to revolutionise the way businesses interact with their customers, and companies are already using it to improve customer engagement and satisfaction.<\/p> One of the most popular ways that companies are using AR to enhance the customer experience is through the use of virtual try-ons. In the retail industry, this technology allows customers to virtually try on clothes, accessories, and makeup without needing to visit a store physically. This not only improves the shopping experience but also helps to reduce the number of returns. Companies like Sephora and L'Or\u00e9al have implemented virtual try-on technology in their mobile apps, allowing customers to see how different makeup looks on them before making a purchase.<\/p> Another way that companies are using AR to enhance the customer experience is through virtual tours. This technology allows customers to virtually explore a property, product, or event before making a decision to visit or purchase. Companies like Wayfair and IKEA have implemented virtual tours in their mobile apps, allowing customers to see how furniture looks in their homes before purchasing.<\/p> Similarly, real estate companies are using virtual tours to allow potential buyers to explore properties from the comfort of their own homes. AR is also being used to enhance the customer service experience. Companies like Lowe's and Home Depot have implemented AR technology in their mobile apps, allowing customers to view detailed product information, see how products look in different settings and even get virtual assistance from experts.<\/p> This not only improves the customer service experience but also helps to reduce the amount of time customers spend in the store searching for the right product. Lastly, AR is also being used to enhance the customer experience by creating more interactive and engaging advertising.<\/p> Companies like McDonald's and Coca-Cola have created AR-enabled ads that allow customers to interact with their products in a fun and exciting way. This improves brand awareness and encourages customers to visit their stores or websites to learn more about their products.<\/p> In conclusion, augmented reality technology has the potential to revolutionise the way businesses interact with their customers. From virtual try-ons to virtual tours, companies already use AR to improve customer engagement and brand loyalty.<\/p> As AR continues to evolve, so will the benefits. XPON futurist, Marcus Callon, suggests that \u201cAR and VR are only scratching the surface of its future capabilities, with easy-to-use XR storytelling technologies such as Holoscribe bridging the gap between content creators and marketers and immersive XR content.\u201d<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[395],"tags":[436,442,397],"class_list":["post-7821","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-gb","tag-analytics-measurement-gb","tag-martech-gb","tag-privacy-first-marketing-gb"],"acf":[],"yoast_head":"\nLet\u2019s take a closer look at the various privacy control features you\u2019ll find with GA4 Data Collection:<\/strong><\/h4>\n
Consent Mode<\/strong><\/h5>\n
Default Anonymity<\/strong><\/h4>\n
GA4 Data Collection Options<\/strong><\/h4>\n
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