What Marketers Need to Know About the Google Analytics Privacy Reboot

A transition during the decline of third-party data

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The updated platform will use machine learning to fill in data gaps. Google
Headshot of Ronan Shields

Google Analytics, arguably the default tool for understanding online consumer preferences, received an overhaul earlier this week as part of the internet giant’s adjustment to more intense scrutiny of data usage.  

Following a year of beta testing, the updated Google Analytics platform will use machine learning to help marketers better understand the gaps in audience insights prompted by the ongoing depreciation of third-party cookies and mobile identifiers.

In a blog post, Vidhya Srinivasan, vp of measurement, analytics and buying platforms at Google, wrote, “By applying Google’s advanced machine learning models, the new analytics can automatically alert you to significant trends in your data–like products seeing rising demand because of customer needs.”

Additionally, advertisers will also be able to measure how YouTube ads, both in-app and on the web, affect consumer behavior on more organic channels such as email, search and social to give marketers a better a more holistic view of campaign performance.        

Regarding Srinivasan’s post, Jeff Kacmarek, vp of Domino’s Pizza, Canada, said that “linking the new Google Analytics to Google Ads enables us to optimize around the actions that matter most to our customers, regardless of how they interact with our brand.”

Google Analytics will also use the decline of traditional data signals, such as third-party data and mobile IDs, which are also fragmented by device-type, to develop more comprehensive insight tools.

“It uses multiple identity spaces, including marketer-provided User IDs and unique Google signals from users opted into ads personalization, to give you a more complete view of how your customers interact with your business,” wrote Srinivasan.

“For example, you can see if customers first discover your business from an ad on the web, then later install your app and make purchases there. … [The goal is to] get a better understanding of a customer across their entire life-cycle,” Srinivasan continued.


@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.
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