“We’re not logging or storing IP addresses because we no longer need to,” he tells The Drum. Russell Ketchum, director of product at Google Analytics, says that tracking IP addresses is simply no longer necessary, since GA4 is equipped with other tools to help marketers optimize performance. They’ve already seen this occur as a result of Apple’s privacy-centric iOS changes – such as its AppTrackingTransparency policy, which gives users more say over the apps and websites with which they share their personal information. Some marketers are already worrying that the decision to eliminate IP address logging in GA4 will hamper ad targeting and measurement. The move represents a major shift away from long-standing tracking-based models of data collection, advertising and campaign measurement, and reinforces Google’s increasingly stringent privacy stance.
GA4 also offers a range of new, valuable integrations across Search, Google Cloud, YouTube, Google Display & Video 360 and more.īut the company noted that the decision to shift to GA4 also has to do with “the constantly evolving privacy landscape.” As part of Google’s efforts to address the changing privacy space, the new iteration of its analytics platform will no longer store user IP addresses. The shift aims to enable seamless operations across platforms. Instead of cookies, GA4 will employ an event-based framework, which aggregates data from specific instances of user interaction to generate modeled data that’s easy to query. how we measure that behavior.” In essence, Google sees the UA platform as increasingly outdated due to its reliance on third-party cookies – which are disappearing as fast as the long winter days.
In a statement shared with The Drum, the company said the decision was made in response to “a monumental shift in the way people behave on the internet and. The move is part of a larger decision announced today, which will see Google Analytics 4 (GA4) take the place of Universal Analytics (UA) and Universal Analytics 360 for all Google customers beginning next year. Advertisers rely on this information for targeting – but its days on Google’s analytics platform are numbered. The decision could hamper marketing effectiveness by cutting off advertisers’ ability to access user location data, but experts say it’s a sensical move in the broader context of maturing privacy standards.Īn IP address is a unique identifier that allows Google, and others, to locate an individual user’s device on the internet or a local network. Google is axing Internet Protocol (IP) address logging on its analytics platform.
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