When cookies are not available, Google Analytics will be able to gather data using machine learning instead.
Google has announced several updates that will help businesses and advertisers get relevant data, even when cookies are not available. These methods rely on consented first-party data (data from cookies directly on the website you have visited and can only be read by that website) along with a machine learning element.
What does this mean for businesses?
This new method has been designed to help businesses and marketers alike now that a lot of people do not accept cookies. The new development will enable users to measure conversions and receive helpful insights that can be used to grow their business and ensure their marketing efforts are working.
It is vital that online businesses have a thorough understanding of the customer journey and now this is still possible, with or without cookies. Currently, you can use Google Analytics to measure the likelihood of customers making a purchase. However, the new machine learning will be extended to behavioural reporting instead. This will work by filling in any gaps left when cookies are not available. This will allow digital marketers to continue to have a complete view of the customer journey, allowing them to continue to make changes to improve their marketing campaign performance.
Consent Mode & Enhanced Conversions
Currently, in the beta stage, there will be a Google Consent mode available through Google Tag Manager. This will allow you to “adjust how your Google tags behave based on the consent status of your users. You can indicate whether consent has been granted for Analytics and Ads cookies. Google’s tags will dynamically adapt, only utilizing measurement tools for the specified purposes when consent has been given by the user”. Consent mode will allow a foundation of first-party data to be built. When users don’t consent to cookies, the Consent Mode will use conversion modeling to make up for this.
Enhanced Conversions will allow tags to use consented, first-party data and give an accurate picture of how users behave and convert after engaging with ads. This allows marketers to continue to measure their complete campaign performance whilst users remain anonymous as requested.
These solutions from Google are an attempt to preserve user data while ensuring that search marketers have the best information to improve and adjust their campaigns.