Google just released an update for its measurement and analytics products. The tech giant said the new capabilities came from its investment in machine learning and modeling and are geared towards helping marketers operate without identifiers on websites and apps such as cookies.
Google did a major overhaul of its Analytics program last October after a decade. This brought new machine learning capabilities, unified app and web reporting, native integrations, and privacy updates.
In terms of Privacy, Google stated that it will soon extend its advanced machine learning models to behavioral reporting in Analytics. For instance, in User Acquisition reports, machine learning models will now be capable of filling in any gpps in the numbers of new users acquired in a specific campaign. This should enable marketers to track customer journeys without relying on cookies.
Google has also developed an additional privacy-minded way to help preserve accurate conversion measurement in the absence of cookies. These new enhanced conversions allow tags to use consented, first-party data to generate insights related to performance and to improve measurement in cases where an ad is viewed on one device and clicked through another. Data is hashed to safeguard privacy and security.
For more information, you may view the original story from Zdnet.
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