Google Ads Announces Privacy-focused Changes For Analytics, Tag Manager and Enhanced Conversions

In a Google Marketing Livestream preview announcement of upcoming product launches, Vidhya Srinivasan, Vice President of Engineering at Google Ads, wrote about machine learning in Google Analytics, consent mode for Tag Manager, and enhanced conversions with first-party data.

In today’s announcement, Google said they are extending their advanced machine learning to behavioral analytics reporting in GA.

Consent mode helps advertisers in Europe and the UK adjust how Google tags users based on their individual consent status. If a user does not consent to the use of cookies, Consent Mode uses conversion modeling to help marketers measure the customer decision journey instead.

When cookies aren’t available, first-party and consented data can help fill in the measurement gaps.