It creates greater coherence in cross-channel attribution and can attribute conversions that would otherwise not be measurable. At the same time, it can improve your demographic data via Google Signals data and prepare you to use audiences based on first-party data across digital channels. In addition to these benefits, it also helps future-proof your tracking setup in light of the phasing out of cookies, which is knocking on the door from all marketing channels.
But now you might be thinking, what does it take to activate first-party data in GA4? The utilization of first-party data in GA4 requires some changes regarding consent collection as well as a minor configuration of GA4 and Google Ads. We break it down into three steps:
We work extensively with first-party data in several contexts. Contact us if you would like to learn more about your opportunities to utilize or visualize your first-party data in GA4 or other platforms.
If you want to hear more, reach out to Kiki Andersen
Head of Performance Marketing
ka@ambition.dk
+45 28 29 06 04
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