Google Analytics 4: a tool at the heart of data protection

You have all received a little message lately concerning the configuration and the gradual passage of Google Analytics Universal to Google Analytics 4 Tool.

An evolution of the marketing tool which in fact is analyzed as a regression for websites.

We offer a brief explanation of the transition to this new interface which may surprise you.

Google UA: towards a gradual exit by 2023

Paved in the pond! Google Analytics has never provided feedback on its tool. In question the misuse of data which comes to confront with the legislation of the RGPD. The European policeman is simply tired of the GAFA doing anything about European data.

In effect, Google US would also have the desire to monopolize data that Europe sees with a dim view. In France, the impetus comes from the CNIL, which immediately sees that the search engine goes a little too far in tracking personal data.

Even if this does not concern the USA, giants of the French economy such as the Auchan group or Decathlon would have rather abusive practices concerning collection. It is true that the study of navigation routes is one of the most interesting tracings to learn how to decipher the personality of your prospect. By discovering the pages browsed and retaining the IP addresses, companies can effectively influence potential consumers to influence their purchases.

A practice that is not at all to the taste of Data defenders. A very intrusive way of thinking, the National Commission for Information and Freedoms therefore steps up to the plate. At the European level, the coordination of actions gradually requires Google to change its methods. Google Analytics 4 is therefore one of the consequences of switching to this new tool.

Google Analytics 4: a tool more in line with the GDPR

Google Analytics 4 is therefore part of a more moralizing logic by reconsidering the collection of data. This new system aims in its end to prevent targeted advertising from becoming inopportune. Because the previous version and its powerful tools are only there to guide companies towards a single goal: to have personal data to sell even more.

Analytics 4 does not put an end to the practice but offers a certain moralization. Visual pollution for Internet users would be less reinforced or at least the appearance of advertising in relation to the interests that results from the analysis of cookies.

By encrypting the IP addresses of website users, Google Analytics 4 will therefore no longer be able to bridge the gap between the user and personal data. This new turning point is also an opportunity for the search engine to offer new analyzes at the heart of the user experience.

Indeed, the tool cannot regress while providing an ideal framework for website editors. Google Analytics 4 will target very interesting data that does not take into account the IP address. Some of them will allow you to better understand the profile of your customers such as gender, city, age with more precision. The tool therefore claims to provide much more qualified leads as well as the creation of events without Google Tag Manager.

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