The latest version of Google Analytics moves away from its reliance on third-party cookies. With Google sunsetting Universal Analytics (UA) from mid-2023, companies are running out of time to migrate over to the GA4 but this isn’t the kind of migration where you can simply move all of your UA data over to the new system.
Google Analytics 4 uses an entirely different measurement model based on events, which replaces the old session-based model.
This means the majority of your data from
Universal Analytics isn’t compatible overseas data with Google Analytics 4 and you have to start collecting data from scratch with GA4. One of the reasons for this incompatibility is the data-collection system used in previous versions of Google Analytics is problematic with modern privacy guidelines and overly reliant on third-party cookies.
Google Analytics 4 has an entirely new system for collecting and tagging data that adheres to privacy guidelines, including GDPR, and allows the system to operate without the use of third-party cookies.
Consent Mode is Google’s solution for gaining consent from users across its products, including Google Analytics and Google Ads, while still allowing you to collect as much data as possible without violating privacy regulations or users’ consent choices.
Using Google Consent Mode ensures that you receive vital insights and analytics through conversion modelling and non-identifying data, even when users choose to opt out of cookies.
Why use Google Consent Mode?
There are four key benefits to using not only because you’re paying for Consent Mode across Google products:
- Adhere to privacy regulations, including GDPR
- Fill in the gaps of unconsented users
- Measure conversions while respecting user consent choices
- Manage consent across Google Analytics and Google Ads
Let’s explain these reasons in a little more detail.
#1: Adhere to privacy regulations, including GDPR
The most important benefit to using australia database directory Consent Mode is that it helps you adhere to privacy regulations, including GDPR, while still being able to track whatever data remains available to you on platforms like Google Analytics and Google Ads.
Using Google’s Consent Mode meets privacy/GDPR compliance whilst still allowing some data to flow into your Analytics and Google Ads, rather than cutting it off almost completely which is what we are seeing with basic cookie control plugins, as it uses “cookieless pings” instead, which transmit non-identifiable data.
The key advantage of using Consent Mode with a compatible Consent Management Platform (CMP) in Google Analytics 4 is that you’re still able to transfer non-personally identifiable data between products, which avoids the data loss you get with a lot of cookie compliance plugins.