The key players in web technologies are pushing towards cookie-less browsing and this includes Google! which plans to remove third-party cookies in its Chrome browser by 2024.
The search giant has already removed third-party cookies in the latest version of Google Analytics (GA4).
Most website owners and marketers rely on Google products (Analytics! Google Ads! Search Console! etc.). As Google itself moves towards cookie-less browsing and tools like Google Analytics away from third-party data! website owners need to keep up with the latest advances in data privacy.
The role of Google Analytics 4
Earlier! we discussed how Google Analytics dataset 4 uses behavioural modelling and conversion modelling to fill in the data gaps left by users who opt out of consent. Companies need to understand that data privacy doesn’t end with GDPR; tech companies like Google and Apple are pushing the web towards a more privacy-centric experience for users.
Google Analytics 4 is a key step that removes tracking via third-party cookies and helps companies to deal with data loss. The platform puts greater emphasis on predictive analytics and marketers will need to get used to working with anonymised data as the web moves away from cookies and traditional tracking methods.
This raises obvious questions when it comes to advertising! particularly with remarketing and cross-device targeting. To help deal with these challenges! Google has developed an API system called Consent Mode that respects users’ consent options across Google products.
The role of Google Consent Mode
Consent Mode is a cross-platform technical seo: site spe and accessibility consent system that allows you to adjust how tags in Google Analytics! Google Ads! etc. behave! based on the consent choices of users. The tool first launched in September 2020 to help website owners handle the challenges of managing data consent post-GDPR.
It communicates with consent management platforms to ensure user choices are respected across Google products. At the time of writing! four products support Consent Mode: Google Analytics! Google Ads! Floodlight and Conversion Linker.
Crucially! this includes support for
Google Ads conversion tracking and china numbers remarketing. According to Google! Consent Mode recovers more than 70% of ad-to-click conversion data that is otherwise lost through cookie consent choices.
Let’s imagine two different users: one who opts in for all of your consent options and another who allows website tracking but opts out of advertising cookies. For the user who opts in for everything! Consent Mode applies all the relevant tags and tracking performs as usual.
For the user who only opts out of advertising cookies! Consent Mode adds the tracking tags for all consent options but blocks the ad cookies. This means you’re still collecting website data in Google Analytics 4 (visits! unique visitors! etc.) but you’re not tracking conversions in Google Ads.