Google Analytics 4 (GA4) has recently released two new features designed to help improve data security and reporting accuracy. The first is a data redaction feature which enables marketers to redact client-side text (such as email addresses) and exclude Google data signals from reports and explorations. This is important for minimizing the risk of unintentionally transmitting Personally Identifiable Information (PII), which can result in legal repercussions, damaged reputation, and loss of customer trust. The second feature allows advertisers to exclude certain demographic and interest data from reports, specifically data from signed-in, consented users. This helps to minimize data thresholding and ensure that reports are accurate. It also allows data to be shared with linked Google Ads accounts for remarketing and bid optimization, resulting in improved audience targeting, increased conversion rates, and a higher return on investment.
These new features demonstrate Google's commitment to providing a secure and accurate platform for advertisers. By taking advantage of these tools, businesses can improve their advertising strategies and ensure that their data is handled responsibly.
Originally reported by Martech: https://martech.org/new-ga4-features-improve-security-and-report-accuracy/
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