Google recently announced its latest plan to delay the blocking of third-party tracking cookies in Chrome browser until the second half of 2024.
While this means more time for advertisers and brands to make their shift to the more acceptable targeting using first-party data, it’s not the same case with analytics.
Universal Analytics which relies on third-party cookies will stop processing hits on July 1, 2023, making first-party data strategy a crucial move as ever.
So what measures can brands take today to address privacy concerns while future-proofing data? Before we answer this, here’s a short explainer to give you more context about the cookie world, and the changes that are taking place.
Another pivotal feature of GA4 is how it integrates web data and app data, giving publishers a single source of truth for more actionable insights and experience design.
Some more notable benefits of GA4 are the following:
What now?
Needless to say, migrating to GA4 is not a debate anymore. With the powerful features it offers, switching to GA4 now becomes more than an act to adhere to privacy regulations. Rather it’s a tool to create a more effective targeting that puts customers first.
Need help in implementing GA4? GrowthOps has deep enterprise-level expertise from analytics strategy to execution. Chat with us to get a free Google Analytics Audit.