Will Google Analytics work without cookies?

Google is constantly encouraging content creators to produce customer-oriented results by offering tools such as Google Analytics. To ensure credibility, Google updates and improves its SEO terms continuously. Recently, Google has announced new privacy features on its Ads & Commerce Blog about Google Analytics for the convenience of the brand to gain insights without third-party cookies. 

On May 13, Vidhya Srinivasan, VP/GM Buying, Analytics and Measurement, Google Ads, shared details in the blog, “Now is the time to use new privacy-friendly strategies to ensure that your data is accurate and actionable. While this may appear intimidating, we’re here to help you flourish in a future with fewer cookies and other identifiers, as well as new methods to respect user permission, track conversions, and gain detailed insights from your websites and applications.

Google is enlarging and expanding its Advanced Machine Learning models to behavioral reporting in Google Analytics, according to Srinivasan. So, the statement indicates that machine learning will derive models in the absence of cookies to perform tasks and fill in the gaps as compared to the traditional tracking information. For instance, with the help of machine learning, Google can estimate how many new leads or users are acquired via new marketing campaigns and can produce comprehensible insights of consumers during the journey of purchase on apps and websites.  

Consent Mode

The icing on the cake, Google has also offered consent mode to the creators. Vidhya Srinivasan started, “it’s time to adopt new privacy techniques to enhance accurate measurement.” One of the privacy tactics involves the creation of first-party data through Google’s Consent Mode. According to users’ choices for ads and analytics cookies, consent mode modifies the Google tag’s working method. If the user denies accepting cookies, the Consent mode aims to recover on average more than 70% of ad-click-to-conversion trips using conversion modeling. This ensures that marketers can continuously track the success of their campaigns securely. Google is planning to add consent mode in the tag manager accounts so the website can easily integrate with it and marketers can improve tag behavior in response to users’ consent preferences. 

Enhanced Conversions 

Another way to measure data securely when fewer cookies are available is enhanced conversions. Having the same foundation as consent mode, enhanced conversions use first-party data to provide an accurate result of actions taken by the users after engaging with ads. Now, marketers will get accurate data on users’ actions and can unleash performance insights to improve and enhance measurement in case an ad is shown on one device and the user converts to another. Google investigates that the first-party data is analyzed and used to protect and enhance users’ security. It indicates that markers will get aggregated and anonymized conversion reports. ASOS testing on enhanced conversions recorded a sales increase of 8.6% in SERP and 31% on Youtube. 

Final verdicts

Google is continuously making new policies to help marketers achieve their campaign goals without unleashing the user’s security. Google will declare more information about privacy-safe measurement solutions in the future and bring out more convenient methods for marketers and users.