Questioning if your data is future-proofed? GA4 can provide the answer

Although this isn‘t the end, there‘s no reason to put off finding the best solution to work with third-party cookie removal. Other browsers already block cookies, and Google instead will introduce a one-time prompt to allow users to set their tracking preferences.

Data party

Marketers can't control data privacy regulations or how much data users are willing to share. But they can use Google Analytics 4 (GA4) to collect, model, and activate first-party and available third-party data, which, when combined, forms a future-proof solution – no matter what comes of cookies.

Everyone can agree that 2024 has marked an inflection point in the marketing industry. Although marketers‘ roles will remain the same, how and where data can be collected is changing. Google had this at the forefront of its philosophy when developing GA4.

For many years, users have taken online journeys that aren‘t necessarily straightforward. This made it exceedingly difficult to track their activity effectively in Google’s Universal Analytics. Universal Analytics was primarily developed to track website traffic.

However, since mobile traffic has become such a massive part of the online journey, Universal Analytics has become ineffective in collecting this new data stream. GA4, meanwhile, can provide a more complete view of user behavior across many platforms – all developed in-line with Google’s innovative approach to user privacy.

Many people wonder what can be better than third-party data. However, GA4 has the answer: first-party data. Connecting the dots between first-party data and online activity has always been difficult. This is a shame, as first-party data is often the most accurate data for analyzing user behavior.

However, the beauty of GA4 is that it has the functionality to let users inject first-party data directly into it. Direct data imports and server-side tag management allow digital marketers to stay close to their target users‘ behavior despite third-party data crumbling into obscurity.

Modeling creates enriched data, providing more accurate, privacy-centric measurements and allowing marketers to make better overall decisions based on enriched data.

GA4 offers many exciting opportunities for marketers. It can activate enriched first- and third-party data in the platform. Activating enriched data in GA4 allows businesses to quantify the true value of data against specific audience segments. Segments can then be integrated into other Google tools, including Google Ads, DV360, and SA360.

While the third-party cookie age might not have ended, the age of GA4 has begun. It’s time for marketers to see it as a new beginning and act now.