Google Analytics 4 is enhancing its privacy features in preparation for the deprecation of third-party cookies next year.
The platform told Search Engine Land that it is accelerating the roll out of the Protected Audiences API and is also integrating enhanced conversions.
Why we care. These tools provide insights for strategic decision-making while ensuring compliance with privacy regulations, and maintaining a competitive edge in the market.
Enhanced conversion integration. GA4 is integrating enhanced conversions, eliminating the need for marketers to switch between Google Ads and GA4 to access this data. The beta rollout starts in the coming weeks, with general availability expected early next year.
