The future of digital targeting

Recently, coming in-part as a response to the rapid tech changes and increasing data protection, Google introduced Google Analytics 4 (GA4) as the new approach to unify digital web and app analytics.

In this article, we will cover:

What is Google Analytics 4 (GA4)?

GA4 introduces an event-driven data model, expanding the use of Firebase (initially developed for app analytics).  

Google Analytics 4 goes a long way to help combat the potential loss of cookie data by using multiple identity spaces to recognise users across environments. These include:

The new analytics platform uses machine learning, to combine features from observed customer data as well as historical trends data collected across Google’s pretty extensive set of platforms.

Called Google Signals this has been progressively rolling out in the Google Marketing Platform for several years and has recently come a long way.

It now allows you to recognise users who are not logged in, by using additional telemetry when users enable ads personalisation. For most users, this is on by default.

As clients jump on board with these new features, we are able to enhance their data fragments to include phone, CRM data, authentication and even email address.

Things to Be Aware Of

Google Analytics 4 and Google Signals should not be considered a complete solution to solving the challenges of cookie deprecation which is likely to continue evolving as the goalposts keep moving.

Server to Server Tagging

Server-side data management is when a pixel or tag sends data into a web server, this webserver (part of our clients infrastructure) passes that data to the destination system/server (in our case the Google’s Analytics Database). The use cases for this data are pretty extensive, and include marketing automation, marketing analytics, customer personalisation, media optimisation and more.

However, despite the clear upside, brands are still exploring this space, everyone is hesitant to invest significant time and resources, due to security concerns and Apple’s expected User privacy update roll out.

Benefits

Server-side data management is when a pixel or tag sends data into a web server, this webserver (part of our clients infrastructure) passes that data to the destination system/server (in our case the Google’s Analytics Database). The use cases for this data are pretty extensive, and include marketing automation, marketing analytics, customer personalisation, media optimisation and more.

However, despite the clear upside, brands are still exploring this space, everyone is hesitant to invest significant time and resources, due to security concerns and Apple’s expected User privacy update roll out.

What is Google Analytics 4 (GA4)?

With the introduction of regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act, the digital media landscape has been pushed into a completely new era. The emergence of walled gardens to safeguard data privacy has led to the end of cross-platform data exchange.

Advertisers have developed ‘clean rooms’ as a mechanism for brands to continue to leverage insights and develop audiences from event-level media data.

Google’s product is called Ads Data Hub (ADH) and is available for Google Marketing Platform customers, while Facebook and Amazon are developing their own solutions.

Our Approach

At Resolution Digital, we have been working closely with these products, in particular ADH, to develop measurement solutions that minimise the impact of changes to cookie tracking for digital marketers who have significantly invested in the Google Marketing Platform.

We have also developed several solutions that leverage features in ADH which were previously unavailable to brands, such as YouTube exposure and first-party data integrations.

Here are just a couple of recent use cases we have worked on:

Resolution Digital has been supporting the introduction of profile segments or user identifiers into our client’s data ecosystem for some time now.  

The teams have extensive experience with web/app analytics strategy and implementation across a number of platforms, including Google Analytics 360, Google Analytics 4 and Adobe.

ID matching is a core part of our methodology and has been since the early days because cookies, even in a first-party context, are still not a true representation of a holistic customer journey.

Get in touch to find out how we can help ensure your business is keeping up with the analytics landscape.

Have questions? Get in touch

About Resolution Kinetic

Resolution Kinetic is a Google Marketing Platform Sales Partner.

We serve our clients' marketing technology needs across the entire suite of Google Marketing Platform and Google Cloud.

Our extensive experience and ability to get the most out of Google technologies stems from more than a decade of hands-on experience in delivering remarkable outcomes for our clients.

We are certified sales partners of Google Search Ads 360, Display & Video 360, Campaign Manager, Google Analytics 360, Google Optimize 360 and Google Tag Manager 360.

We help marketers realise remarkable ROI by leveraging Google Marketing Platform, Google Ads Data Hub and Google Cloud.

Get in touch

Contact us to find out how we can help solve your marketing technology challenges.

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