Google AnalyticalThe world’s most widely used website analytics tool lets you know cookies in the background A new way of studying the behavior of Internet users and greater commitment to privacy They aim to revolutionize digital advertising strategies.
The new version comes at a crucial moment given new needs and demands of a growing digital marketGabriel Barrios, head of Data and Analytics at MRM Chile, part of the global advertising agency network McCann Worldgroup, and Deb Slabodsky, head of Data Measurement and Privacy at Google for Latin America, told EFE.
GA4 will replace Universal Analytics, which has been in operation since April 2014 and represents a share of traffic analysis and is used by 56.7% of all websites in the world, according to W3TECHS Internet technologies usage consultancy. tool market 86.1%.
“This new market demands more” digital intelligence and precision. “The numbers support this: the web analytics space will double over the next three years to reach $7,000 million by 2026.”
“Cookies”, IP anonymity and privacy
Google Analytics 4 (GA4), Emphasizing that machine learning will help responsiveness, Slabodsky said, “It is an ‘online’ platform that allows companies and individuals to measure and analyze traffic and Internet user interaction with a website and/or mobile application.” a present need of all people: to protect their privacy.
A Google spokesperson mentioned that GA4 includes “new privacy controls” that will allow websites. personalize the data they collect and minimize the scope of user information.
One of the big changes with GA4 will be the forwarding of ‘cookies’, which are precisely the small computer files that websites send, stored in the browser, from which they obtain user data such as IP addresses. your browsing habits.
with GA4, Google uses machine learning and manages to covertaking advantage of historical trends, Gaps left when internet users decide not to accept ‘cookies’It allows to obtain information about the behavior of users, but to keep their data anonymous.
“With GA4, IP addresses will no longer be stored and rely solely on ‘cookies’. The logic is based on events (customer interactions on a website or “application”), not on viewing pages and sessions as the previous, released ten years ago,” he says. barrios
For the expert, by having other data sources beyond ‘cookies’, GA4 means “website and mobile app owners” A deeper understanding of your users to be more respectful of privacy”.
More about masses
Regarding the changes, Google states that GA4 offers a much more robust measurement system than Universal Analytics, so “Businesses may have a challenge until they get used to it.”
The changes this update introduces include the ability to collect data from both ‘apps’ and the web, thus combining analysis, as well as the use of forecasting tools and the ability to measure data from different sources.
Barrios uses data models based on customer interactions on a website or an “app.” user-centered measurement, this will allow brands to better understand their audience.
“Moreover, through modernized digital marketing, we can also more attractive content and rapid developmentdirectly connected to the consumer experience,” he adds.
Google finally warned on July 1 that free Universal Analytics properties will stop processing data. “After this date, users will have access to historical data for a short time, but will not be able to continue to evaluate or enable future information,” the tech giant said.