Marketing tools and advertising platforms, such as Google Tag Manager (GTM) or Facebook Ads, are increasingly emerging as the culprit in speed tests such as Page Speed Insights these days. Marketers can no longer simply place all kinds of tags with impunity. More and more pressure is being exerted to organize data collection in a smarter way. Web Analytics Trends for 2022 There are many developments that influence what we can measure. To prevent gaps in our data, a major shift is underway. Here are some.
Trends. 1. Shifting from cookies to algorithms Executive List to recognize users If cookies are going to be restricted, there will be more and more gaps in recognizing returning users. Algorithms will increasingly be used to recognize users. Google Analytics 4 (GA4), for example, responds to this with the Google Signals function . GA4 already uses several factors, in addition to cookies, to continue to recognize users: User ID. Google gives you the option to provide your own anonymous identifier . This is an ideal and reliable method for login.
Websites to recognize repeat users. Google Signals. If no user ID is provided, Google will use the Google Signals feature to recognize users. The following conditions are used here: The feature must be enabled A user must agree to marketing cookies The website must have at least 500 visitors per day Device ID. If no user ID and no Google Signals are available, GA4 will use the device ID. For websites, this is the client ID in the cookie. For apps, the app instance ID is used to identify users. Small note: this default setting.