In an evolving privacy and technology landscape, Google Analytics continues to introduce more durable solutions so you can continue to unlock accurate measurement after Google Chrome deprecates third-party cookies.
Customer match in Google Analytics 4 helps maximize coverage for remarketing efforts, ensuring that your campaigns reach the most relevant audiences. It supplements your audiences exported to your linked Google advertising products by matching your consented, hashed customer data with Google data to increase your addressable audiences when other user identifiers are not available.
With customer match in GA4, you can use customer match with already collected data and without having to manually create customer lists in Google Ads, reducing the time to get started and the redundancies in your setup.
Enhanced conversions in Google Analytics 4 is a feature that helps to improve the accuracy of your conversion measurement and unlock more powerful bidding capabilities. It supplements your existing conversion tags by collecting & matching hashed first party data with Google first party data in a privacy-safe way.
With enhanced conversions in GA4, you can use enhanced conversions without creating duplicate conversions in GA and Google Ads, reducing the time to get started and the redundancies in your setup.