As industries embrace digital transformation, it has become more important than ever to have access to insights that provide accurate depictions of consumer behaviour. Luckily for marketers, the updated version of Google Analytics, sequentially dubbed Google Analytics 4, strives to narrow the gaps with an array of new benefits and capabilities, one of which is granular data control.
The new and improved Google Analytics 4 (GA4) is one of the most powerful tools in any digital marketer’s arsenal. GA4 provides businesses of all shapes and sizes with deeper insights into how users interact with their websites, and how marketers can provide a better user experience.
In this article we’re going to explore GA4’s granular data control, and how marketers can use this to enhance their data privacy strategy.
GA4’s Enhanced Data Control
With Google Analytics 4’s updates to how data is controlled, marketers can better manage the collection, usage, and retention of their Analytics data.
GA4 also allows for further user control of data which is designed to adapt to future updates to identifiers and cookies.
Essentially, GA4 provides options that help marketers and advertisers comply with several data regulations. Google Analytics 4 comes with a Consent Mode that is specifically designed for websites that wish to acquire end-user consent to collect analytics data. Consent Mode also offers separate consent opt-ins for ads and analytics.
In the update to GA4, data deletion capabilities have been further improved, enabling businesses to comply with deletion requests from users.
Proactive Data Compliance with GA4
With GA4’s ability to control data, you can set your brand up for future success, and minimise any chances of encountering data compliance issues. In a world where users have become extremely data-conscious, showing that you care about your users’ data, and how it’s handled, can build trust with your users.
Additionally, being proactive in your GA4 data implementation, you can reduce the risk of enforced data deletions, fines, and data inaccuracy.
It’s expected that privacy laws will only become more stringent as time goes by. As such, the last thing you want to do is find yourself at risk of breaching said privacy rules.
If anything, now is the time to make sure that the foundations of your data privacy strategy are in place, and Google Analytics 4 provides the ability to do just that.