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Google Ads announces privacy-focused changes for Analytics, Tag Manager and enhanced conversions

May 13, 2021


In a Google Marketing Livestream preview announcement of upcoming product launches, Vidhya Srinivasan, Vice President of Engineering at Google Ads, wrote about machine learning in Google Analytics, consent mode for Tag Manager, and enhanced conversions with first-party data.

Machine learning extended to behavioral analytics in Google Analytics. Google announced GA4 last year which includes conversion modeling to help close measurement gaps and get better insights into customer behavioral analytics data as privacy becomes more of a concern for users. In today’s announcement, Google said they are extending their advanced machine learning to behavioral analytics reporting in GA.

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