Google Analytics 4 and its new privacy features
It's time. As of July 1, 2023, Universal Analytics will be discontinued and replaced by Google Analytics 4 (GA4). Among other news, GA4 brings new interesting privacy features that can help you collect relevant data about your visitors even without cookies. Get ready for Google Analytics 4!
GA4 at a glance
GA4 is the latest Google Analytics service to measure traffic to your website and user engagement with the website and app.
The main reason for upgrading the platform is the gradual change in user expectations and the increase in privacy awareness.
The main changes in brief:
- No more multiple views, all data is stored per data stream under one property
- Data collection no longer exclusively based on cookies
- Machine Learning and Statistical Modeling fill the gaps when cookies are not accepted
- Better understanding of how customers find websites thanks to attribution models and event based data
- IP addresses of users are no longer tracked by default
The advantages of Google Analytics upgrade
What are the benefits of updating to GA4 for your web platforms?
Verbessertes Tracking
The innovations are comprehensive and enable a more complete collection of data across different devices. Whether mobile, PC or tablet, the information is stored and displayed together. Thanks to cross tracking, you get more accurate information about user journeys across all devices.
Cross App Tracking enables a complete overview of user behavior on both the mobile app and the websites. The data is listed clearly and under one property.
The data accuracy is higher because more complex user behaviors can be tracked better and are now based on the events and not only on the session.
Immediate action and efficient planning
The direct integration into your media platform allows to implement the necessary measures immediately after the information analysis.
Advanced machine learning and statistics-based models provide specific insights and predictions that enable long-term planning and optimization of the web platforms or mobile apps.
An important innovation is theFocus on data protectionwhich, in relation to the coming revised Swiss Federal Data Protection Act (DSG). is relevant.
Google Analytics 4 and innovations for data protection
IP anonymization
In GA4, IP anonymization is automatically enabled and cannot be disabled, which means that the user's IP address is neither stored nor tracked.
Data storage duration
The new duration for data retention is either 2 months or 14, depending on Analytical activities, as opposed to previously when data was retained for up to 64 months.
Consent Mode (Consent Mode)
Google Consent Mode is a privacy feature on the website. Depending on the consent setting of the user, the behavior of Google Tags on the website was determined. With the new GA4 consent setting, GA4 can track users as they allow according to their consent setting.
Server location and limited data transfer
Google Analytics processes data through multiple servers located around the world. In July 2020, a legal framework was created to regulate data sharing between the EU, Switzerland and the US. This allows companies to operate within data protection regulations. But, GA4 does not allow users to choose where their data is stored.
This means that if the website is based in the EU or has users from the EU, additional measures need to be taken regarding data transfer. It is important here that you sign a data processing agreement with Google regarding limited data transfer and have a privacy policy on your website that discloses all actions regarding international data transfer.
Deletion of user data
GA4 offers the possibility to delete individual user data within a certain time frame.
Personally Identifiable Information (PII)
To comply with most privacy laws, GA4 does not allow Google to collect personally identifiable information (PII). Google reserves the right to delete all of a user's data if PII is found.
Data transfer with other Google products
Data transfer with other Google products such as Google Signals or Google Ads must be explicitly permitted by the user. This must take place before the data transfer. The privacy policy on the website must clearly disclose that private data can be shared with other Google products.
If you do not want to take any risk here, you can also select the option no data transfer with Google products.
We support you in the conversion to GA4
You have not yet switched to Google Analytics 4 and time is pressing? We advise you and support you in the technical implementation and familiarization with the new user interface. For any questions on the subject, write to us or call us (+41 43 255 68 68). Our team of experts will be happy to assist you.
Contact now