In the spirit of great upheaval over internet users’ data privacy protection, Google is announcing several updates that will provide website owners and advertisers with relevant data when cookies are not available. One of those novelties is that Google Analytics will soon be able to collect data using machine learning. These new solutions are designed to help advertisers when they are unable to use cookies by introducing new ways to measure conversions and display useful search insights while respecting Consent Mode.

Google Analytics without cookies

Google Analytics will soon use machine learning to improve advertisers’ understanding of potential customer behavior, with or without cookies. This extension of machine learning capabilities was added to Google Analytics last year, allowing it to show relevant marketing insights, such as the likelihood of customers making a purchase.

Google ‘s advanced machine learning models will be extended to behavioral reporting in Analytics. These models will fill data gaps when cookies are not available. With this data, advertisers will have a more complete insight into the movement of visitors on the site and will be able to use these insights to improve campaigns. Google says that machine learning will be used when necessary, whether cookies are available or not.

What is Consent Mode?

Consent Mode, which is currently in beta, allows you to customize the behavior of Google tags based on the consent status of your users. You can indicate whether consent is granted for cookies in Analytics or Google Ads. Google’s tags will adjust dynamically, using measurement tools for specific purposes only when the user gives consent.” they say from Google .

Consent mode adjusts how Google tags work based on the user’s choice of consent for advertising cookies or analytics cookies. When users do not consent to cookies, the consent mode will use conversion modeling to enable tracking of an average of more than 70% Click-To-Conversion, which allows you to track site users who have taken a specific action such as making a purchase, completing a registration or for example downloading a file.

“Conversion modeling uses machine learning to analyze observable data and historical trends to quantify the relationship between consenting and non-consenting users. Then, using existing user movements where they have consented to the use of cookies, our models will fill in the missing data on user movement (attribution path) . Ovo stvara potpuniji i tačniji prikaz troškova oglašavanja i rezultata – sve uz poštovanje izbora saglasnosti korisnika”.

O vo helps you continue to measure the overall performance of your advertising campaign in a secure way. To make it easier for sites to integrate with consent mode, Google will soon allow deployment directly from the Tag Manager account, allowing modification and customization of tag behavior in response to user consent settings.

Google will reveal more information and data about these new solutions at the Google Marketing Livestream on Thursday, May 27.

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Source: blog.google