SUMMARY

This article discusses the challenges that digital advertisers face with regard to tracking and attribution, particularly in light of the GDPR legislation. It also discusses Google's solution to these challenges, called Consent Mode, and the debate surrounding its use of cookieless pings for modelling. It will also compare

The importance of reporting Identities in GA4

1st of July 2024 marked an important day, the sunset of Universal Analytics (UA). This means all users were forced to transition to Google Analytics 4 (GA4) and let go of their beloved UA. By now, most of us have had time to familiarize