Who are you?

Hope you had a great Labor Day! Now, watch me nerd up a classic!

So here it goes. GA4. Of course. User identification in analytics has always relied on, at its most basic, cookies. Then, things became a bit more evolved by a more sophisticated database that relied on both cookies and identification information (like login information, anonymized). But now things have leapfrogged in the user identification arena. Enter, Google Signals -which we’ll call a database – only because I don’t know what to call a database on steroids.

Suffice to say, in the absence of a User ID (cookie and other identification info), GA4 will tap into its database of, I think, almost 2 billion user accounts, to try to recognize you – not to be creepy, but to just more accurately identify you so the ads you get and the offers you receive are more relevant.


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