Are You Ready For
2024 Privacy Changes?
Changes are coming!
Getting Privacy Ready in 2024
The deadline for the deprecation of third-party cookies has been pushed forward to early 2025. However, it remains imperative to maintain a core focus on privacy-centric practices throughout the year. Coupling the loss of cookies with the EU crackdown on BigTech firms, and the rise in privacy legislation, brands will need to put compliance, data centricity, and consumer privacy at the heart of all they do in 2024 and beyond. Leveraging first-party data beyond the technical aspects will play a key role in fostering relationships, driving business growth, and navigating the digital landscape under increasing privacy constraints.
What does this mean for you?
The Risks of Non-Compliance
The phasing out of third-party cookies, technological advancements, updated regulations, and shifts in consumer preference all have significant implications for various aspects of online advertising and the digital ecosystem. Failing to keep up with these changes will critically compromise your data measurement, limit your ad-targeting & personalization, and diminish retargeting capabilities. It's crucial to pay attention to these shifts to ensure the sustainability and effectiveness of your digital marketing strategies.
What Key Factors Will Impact You This Year?
Third-Party Cookies
Google's progressive steps toward phasing out third-party cookies intensify the need for privacy-focused marketing strategies, emphasizing ethical sourcing and utilization of customer data. With the imminent demise of third-party cookies early next year, maintaining the status quo is no longer viable. Now is the time to explore innovative approaches and optimize first-party data strategies to thrive in this evolving privacy landscape.
Regulatory Updates
As the data privacy law landscape continues to evolve, it’s crucial to stay updated on global regulations to maintain trust and compliance. The Digital Markets Act (DMA) by the European Commission aims to standardize platform regulation in the EU, impacting users and Google advertisers in the EEA and UK. Additionally, California's regulatory framework intensifies with the California Privacy Rights Act (CPRA), enhancing consumer privacy rights and imposing stricter obligations on businesses, reinforcing the importance of robust data protection measures for organizations worldwide.
Google Analytics 4 (GA4)
Google Analytics 4 (GA4) is an analytics service that allows you to measure traffic and engagement across your websites and apps. It provides you with a privacy-centric cross-platform measurement solution that will support future industry shifts & customer demands.
Enhanced Conversions
Enhanced Conversions is a feature that can improve the accuracy of conversion measurement and unlock more powerful bidding in Google Ads or Search Ads 360. This Google solution for Google Ads and Search Ads 360 does not rely on cookies and enhances conversion rates and campaign attribution.
Consent Mode ConsentMode
Consent Mode is an advanced tool that enables businesses to adjust the functionality of Google tags based on user consent for ads and analytics cookies. It requires explicit user consent for cookies and data usage, especially concerning personalized ads and analytics, in accordance with the latest privacy standards and regulations.
Server-Side Tagging
Moving your existing tracking set up to a server-side configuration allows you to utilize the most data possible from each user. Server-side tagging can be implemented through a server-side Google Tag Manager container and is compatible with Google Ads, GA4, and CM360 tracking. This allows you to gather user data in a first-party, privacy-safe environment and additionally, gives you more control over the data that is shared.
Privacy Sandbox
The Privacy Sandbox program is dedicated to developing technology that protects users' online privacy while empowering businesses and developers to thrive in the digital realm. One of its primary objectives is to phase out support for third-party cookies as new solutions emerge. Additionally, it aims to minimize cross-site and cross-app tracking while ensuring the continued accessibility of online content and services for all users.
Your Resource Guide
Everything you Need to Know to Stay Ahead
Navigating a Cookieless World: Consent Mode
As the clock ticks down to third-party cookie deprecation embracing the transition is no longer optional, it’s a necessity. We’re staring down a one-way barrel to privacy centricity and it’s now or never to get your ducks in a row. Which is why we’ve created this content series, Navigating a Cookieless World, to help you prepare for a cookieless future. Want to learn more? Let's dive in!
Navigating a Cookieless World: Enhanced Conversions
In the second piece of our ‘Navigating a Cookieless World’ series we’re exploring; Enhanced Conversions – answering popular FAQs including: what is Enhanced Conversions, how to set up Enhanced Conversions and the different types of Enhanced Conversions. Find out more!
Navigating a Cookieless World: Google Analytics 4
In the third piece of our ‘Navigating a Cookieless World’ series we’re exploring; Google Analytics 4 (GA4) – answering popular FAQs including: what is GA4, why was GA4 created, what are the key features (in comparison to Universal Analytics), and what is Server-Side Tagging. Let's explore further.
Cookie Deprecation with our Global CEO: Jacques van Niekerk
Unlock insights from our Global CEO as he discusses the importance of cookies and the associated risks in our latest video. Gain valuable perspectives and guidance on navigating the changing landscape of digital marketing. Watch now to stay ahead in the evolving world of privacy compliance.
The Role of Consent Mode in Your Path to Privacy-Ready Marketing
Consent mode is the cornerstone of privacy-conscious advertising. Explore how it offers precise measurement while prioritizing user privacy, ensuring compliance and effectiveness in today's dynamic environment.
Maximizing Media Performance with GA4 & Enhanced Conversions
Find out how we successfully implemented Enhanced Conversions to deliver a +3.2% increase in Search Conversions and a +25% increase in YouTube conversions for Watches of Switzerland.
About Incubeta
Why Choose Us?
Google Partner
Incubeta has been a global Google partner for 20 years.
Global Analytics Team
We have over 40 analytics experts across 6 countries.
Extensive GA4 Experience
We have completed over 300 GA4 upgrades since GA4's launch.
Streamlined Approach
Our streamlined approach ensures high-quality and accurate data from day 1