Anyone acquainted with Google Analytics knows that it is a versatile tool for Digital Marketers worldwide to track customer behavior seamlessly. But earlier, Google Analytics used FloC or Federated Learning of Cohorts, which soon garnered a bad reputation and became a controversial issue.
Google Analytics proposed using FloC for improving privacy and preventing the invasive tracking of data of the customers. But, FloC claimed not to use third-party cookies, but it used first-party cookies to track user behavior. First-party cookies are more valuable and can consequently cause more privacy concerns for the users.
Soon, FloC began to receive flak because it created privacy concerns and more invasive tracking of user data in ways such as fingerprinting, which it was originally supposed to prevent.
So, did Google Analytics take the privacy concern of millions of internet users worldwide? Did they adopt any new ways or strategies to conserve the customers’ privacy and help the Digital Marketing companies or persons better observe customer behavior?
Let us find out in the section below!
Google Analytics Updates for Advertisers and Website Owners
In the latest updates, Google Analytics has announced that it will use machine learning to collect data when cookies are not available. Instead of using the controversial FloC technology, Google Analytics will use machine learning and consented first-party cookies to gather all customer data for advertisers and site owners. In this way, Google Analytics will only be using consented first-party cookies and no third-party cookies, guaranteeing users’ privacy worldwide.
Benefits of Google Analytics Updates
- Although this update was made for the website owners and advertisers to track their customer data better, it will also help maintain ethical ways of protecting privacy. This update aims to especially make the marketer’s journey of learning customer behavior almost than using any cookies.
- If users deny allowing cookies to be stored, the Google Consent Mode will use the conversion modeling technique for over 70% of ad-to-click conversions.
- The advanced machine learning models used by Google Analytics will improve behavioral reporting and will fill the gaps in the data due to the unavailability of cookies.
- The data collected by machine learning models will help the Digital Marketers track the customer behavior and journey to improve their campaigns by using the insights collected.
- Google has also claimed that machine learning models will be used to track customer journeys even if cookies are not available.
- Google’s Consent Mode will allow marketers to gather consented first-party data and build a base to adopt new privacy protection techniques.
- To integrate Consent Mode on websites, Google will enable the application of Tag Manager accounts to allow Digital Marketers to tailor tag behaviors according to the user’s journey and response.
- The latest updates will make way for enhanced conversions, the protection of privacy, and measuring data when fewer cookies are available.
By tracking data through consented first-party cookies and none of the third-party cookies, Google Analytics will ensure user privacy safety. Apart from that, it will also help marketers use ethical ways of gathering a higher number of conversions from user journeys. All of the measurement solutions for protecting privacy will lead to a better experience for the users, marketers, and site owners, all alike.