Google leaves “cookies” behind and imposes new challenges on advertising

Google Analytics, the most widely used website analysis tool in the world, leaves “cookies” in the background with its GA4 version, in which a new way of examining the behavior of Internet users and the commitment to greater privacy aim at revolutionize digital advertising strategies.

The new version comes at a key moment given the new needs and demands of a growing digital market, they explained to EFE Gabriel BarriosData and Analysis leader of MRM Chile, which is part of the global network of advertising agencies McCann World Groupand Deb SlabodskyHead of Measurement Data and Privacy at Google for Hispanic America.

GA4 will replace Universal Analyticsa version that has been working since April 2014 and that, according to the consultancy on the use of Internet technologies W3TECHS, is used by 56.7% of all websites in the world, which represents a market share of traffic analysis tools of 86.1%.

“This new market demands more digital intelligence and precision. And the numbers back it up: the field of web analytics will double in the next three years, to $7 billion in 2026.″, highlighted Barrios.

“Cookies”, IP anonymity and privacy

Google Analytics 4 (GA4)whose adoption deadline is July 1, “is an ‘online’ platform that allows companies and individuals to measure and analyze the traffic and interaction of Internet users with a website and/or mobile application”, affirmed Slabodsky, who stressed that machine learning will help respond to a current need of all people: to preserve their privacy.

The Google spokeswoman mentioned that the GA4 includes “new privacy controls” that will allow websites to customize the data they collect and minimize the scope of information from users.

One of the big changes with the GA4 It will be, precisely, the passing into the background of “cookies”, the tiny computer files that websites send, are stored in the browser and with which they obtain user data, such as their IP address and browsing habits.

With the GA4, Google uses automatic learning and manages to cover, using historical trends, the gaps that remain when Internet users decide not to accept “cookies”, which allows obtaining information on user behavior while keeping their data anonymous.

“with GA4 IP addresses will no longer be stored nor is it based exclusively on ‘cookies’. The logic is based on events (customer interactions on a website or “app”) and not on the display of pages and sessions like the previous version, released a decade ago”, says Barrios.

For the expert, by having other sources of data, beyond “cookies”, the GA4 will help “Website and mobile app owners gain a deeper understanding of their users by being more respectful of privacy”.

Greater knowledge of audiences

Regarding the changes, Google explains that GA4 offers a much more robust measurement system than Universal Analytics, therefore “companies may experience a challenge until they get used to it.”

Among the changes offered by this update is the possibility of collecting data from both “apps” and the web and thus unifying the analysis, in addition to the use of predictive tools and the ability to measure data from different sources.

Barrios points out that by using data models based on customer interactions on a website or app, user-centric measurement is offered, which will allow brands to better understand audiences.

“And, through a modernized digital marketing, also suggest more attractive content and evolve rapidly, being directly connected to the consumer experience.“, Add.

Google finally warned that on July 1 the free Universal Analytics properties will stop processing data. “After that date, users will be able to access historical data for a brief period, but they will not be able to continue evaluating future information or activating it.”, pointed out the technological giant.

Source: EFE