As and marketers rely on having insights into how their efforts translate into sales (and publishers like to know how their content performs). is aware of this and is now looking to machine learning to ready its tools like Google Analytics for this post-cookie future. Last year, the . At the time, the focus was on alerting users to significant changes in their campaign performance, for example.have shifted, — and operating systems and browsers have adapted to this — the age of cookies to track user behavior is coming to an eendingill lament. Still, advertisers
It is taking this further by using its machine
It’s still early days, and many users may yet consent and opt-in to tracking andtheir data in some form or another. But the early indications are that this will be a minority of users. Unsurprisingly, first-party who consent becomes increasingly valuable in this context. Because of this, Google is making it easier to work with this so-called “consented data” and create better first-party integrations with tools like Google Tag Manager. Last year, Consent Mode, which helps advertisers manage cookie behavior based on local data-protection laws and user preferences. For advertisers in the EU and the U.K., Consent Mode allows them to adjust their a direct integration with Tag Manager to simplify modifying and customizing these tags.
Perhaps more important is that Consent Mode will now use conversion modeling for users who don’t consent to cookies. Google is also making it easier to bring in first-party data (in a privacy-forward way) to Google Analytics to improve measurements and its models. “Revamping a popular product with a long history is something people will have opinions about — we know that. But we felt strongly that we needed Google Analytics to be relevant to changing and ready for a cookie-less world — so that’s what we’re building,” Srinivasan said. “The machine learning that Google has invested in for years — that experience is what we’re putting in action to drive the modeling underlying this tech. We take having credible insights and reporting in the market seriously. We know that doing the work on measurement is critical to market trust. We don’t take the for granted, and we’re looking to continue iterating to ensure scale, but above all, we’re prioritizing user trust.”this can recover about 70% of ad-click-to-conversion journeys that would otherwise be lost to advertisers. In addition,