When cookies aren’t available, Google Analytics will soon be able to gather data using machine learning. By Matt Southern.
Google announces several updates that will help provide site owners and advertisers with relevant data when cookies aren’t available.
The new privacy-safe tracking methods, which don’t involve Google’s controversial FLoC technology, rely on consented first-party data and machine learning.
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 will soon utilize machine learning to enhance marketers’ understanding of the customer journey with or without cookies. Interesting read.
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