Google may hope that localizing IP address visibility and preventing the data from leaving a country will relieve the pressure on Google Analytics in the EU – many EU nation regulators have outright banned its use. GA4 customers still need to tell whether a web or app visitor is in one country or another – which could be important when there are different standards for data collection or ad targeting.Īside from the user privacy angle, Google Analytics is under fire in EU countries because the Schrems II ruling from last year prohibits Europeans’ data from being shared to US servers – not for consumer privacy issues, but because of NSA surveillance practices. So there are some signals, even without the individual’s IP address. Google also infers the approximate location data because it registers the country or market where a user is browsing. What replaces such a strong signal for location and identity? Google has incorporated more modeled data into its analytics, such as data-driven attribution, which is natively integrated into GA4. The most consequential change: Google Analytics will no longer log or store IP address information.ĭaily News Roundup Disney Touts Its Clean Room Chops Old Hollywood Can’t Work New Media Which is to say, it’s about time Google cleared out the cobwebs of legacy digital advertising products.īut some of today’s news is surprising and will mean major changes for some digital media and advertisers. Getting rid of UA is akin to Google’s decision last year to ditch last-click attribution in favor of data-driven attribution – which relies on modeled conversions, not deterministic user-level conversions – as its default metric. Major changes are coming to Google Analytics as the company navigates higher consumer privacy standards and increasingly complex international privacy laws.įor one, Universal Analytics (UA), the web-based legacy analytics product, is on the way out, and will be shuttered entirely by July 2023, the company announced on Wednesday.Īll analytics customers will transition to Google Analytics 4 (GA4), which accommodates both web and app data collection and comes with built-in privacy features, not to mention a bevy of integrations across the Google portfolio, with metrics and features tied to YouTube, Search and the Google Cloud Platform.
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