Google Analytics 4 commonly known as GA4 departs from the conventional tracking and measurement of users’ behavior on the web and in-app. Unlike Universal Analytics, GA4 has a much broader goal of the user-centric measurement model, as well as greater privacy features. One crucial element of such evolution is the use of cookies as small textual files saved within the browser of a specific user and containing information about the given individual’s Internet usage.
It is necessary for businesses that want to maximize their returns on the uses of the internet while conforming to the latest policies on cookies to understand how GA4 uses cookies. Gaining more insight into how GA4 handles cookies and data collection, the article gives readers an understanding of how the two go hand in hand with privacy as well.
Whether you run an SEO company India or a global e-commerce platform, GA4’s cookie usage impacts your digital operations. So, let’s dive in and explore the mechanics of cookies in GA4.
What are cookies?
Cookies are small information items which the websites place on a user’s browser to store specific information about the user; for instance, whether the user is logged in or not, or what the user’s preferred settings are. For example, in Google Analytics 4, cookies are used to capture the sequence of actions or inactivity which defines a user session on various pages or devices. These cookies assist GA4 in the gathering of information for the behavior of the users, including the most visited web pages, the amount of time spent, and the activities made thereon. This information is then used to come up with reports with useful information that can easily be used to explain the flow of operations of a business in the digital platform.
First of all, GA4 deals mainly with first-party cookies, meaning those set by the visited website to maintain the confidentiality and protection of users’ data. While, with third-party cookies, the domains of the cookies can be set by other than the current site and are frequently applied for cross-site tracking, first-party cookies are considered to be more secure.
Whether you offer affordable SEO packages or run a news website, understanding the basics gives you an edge. On this note, let’s dive into the cookies usage of GA4.
Google Analytics 4 is Cookieless
GA4 runs without the third-party cookies though it uses first-party cookies and other tools to gather data. For instance, Google Analytics stores the client ID, that includes a number and date and time of creation, in the first-party GA cookie. The given approach assists in distinguishing returning visitors, assigning actions properly, and providing information about the first visits and one-time customers.
In addition, GA4 employs a technique known as the ‘machine learning modeling,’ which entails the modeling of users based on their past activities hence minimizing the use of cookies. In this way, the further accumulation of important information can continue without harm to users’ rights.
Consent Management and data retention
Although GA4 employs the first-party cookies and does not use third-party cookies for tracking, it is still mandatory to obtain the data subject’s consent for processing their personal data on their visit to the website.
CMP is a programmatic method of tracking, storing, and recording user consent for issuing cookies or any pertinent tracking permit on the websites. For the users, they allow them to opt-in or opt-out on various kinds of cookies that they prefer or wish to block. Consequently, businesses and companies are able to operate and maintain some measure of transparency and adherence to user’s rights while amassing useful data for their analysis.
Another change that is implemented in GA4 by default is data retention that has been decreased from 26 to 14 months. Accordingly, after 14 months since the month of institution, GA4 will automatically erase any collected data related to users. However, it is also possible to change this setting and make data stored for a longer time, if required by the enterprise.
It is therefore important to have retention policies, not only for the purpose of having a compliant organization in regards to privacy laws but also for the organization to have a clean databank of up-to-date information. This is made even harder by the fact that GA4 has a significantly shorter data retention period, whereby businesses must make periodic examinations of their analytics settings to ensure they align with the company’s data management guidelines.
So, how does Google Analytics 4 use cookies?
GA4 deploys first-party cookies to monitor and analyze the consumers’ behavior across websites. These cookies are strictly necessary to differentiate between individual users and visits with the purpose of providing in-depth analytics of users’ activities.
In GA4, the most important cookie is the ‘_ga’ cookie that tracks the same users over time by using a new random identifier that is saved for up to two years.
This capability allows Web analysts to understand how particular users interact with the website over time and across multiple visits/ devices. In other words, it helps in visualizing and mapping the customer journey. Moreover, the cookies aid in discovering the customer demographics, interests and preferences so as to enable adept in marketing plan and write user-friendly interfaces.
Nevertheless, GA4 focuses much attention to the issues of user privacy and obtaining their permissions. In matters of data privacy and protection, the platform has evolved to the modern day protecting its cookies.
For example, GA4 is designed to have better ways of dealing with user consent, allowing users to have more control over their data; at the same time, web operability owners can still gain useful analytics from the data. Hence, overall tracking and compliance with privacy policies make GA4 a strong tool ideal for digital marketing who wants to maximize the impact of their business online presence but at the same time ensures compliance with privacy laws.
To summarize, it is necessary to note that GA4 elaborately collects and tracks data with the help of cookies but stresses user’s assigned consent. Through the adherence to these policies of managing the data, businesses can effectively use GA4 while being open and honest to users of their website.
