BLOG AND EMILI

The online marketing world is on the brink of a substantial transformation. Third-party cookies, long-standing pillars of conversion tracking and ad personalization, are nearing obsolescence. This shift raises important questions: what are the implications of this change? How will it impact digital marketing campaigns? How can businesses adapt and continue to reach their target audience?

After the Italian Data Protection Authority suspended data transfers to Google Universal Analytics, companies quickly sought solutions. However, there's still confusion about the new version, Google Analytics 4 (GA4), and whether it's compliant. This article aims to address questions like whether to keep GA4 and if it makes sense to migrate to it now, highlighting technical solutions for using GA4.