It all depends on where you advertise. Marketing within the Google ecosphere will remain strikingly similar, we’ll simply be more reliant on Google to both serve and track our marketing. For most of Indago’s clients – who are conversion focused, invest heavily in SEO and paid search (on Google) and use Google Analytics as their main source of truth – the negative effects will be minimal.
Relying on Google Analytics to model the effectiveness of my advertising activity gives me some cause for concern but let’s wait and see. Says Vidhya Srinivasan, Vice President, Engineering, Google Ads said of GA4,
“…the new Analytics is designed to adapt to a future with or without cookies or identifiers. It uses a flexible approach to measurement, and in the future, will include modelling to fill in the gaps where the data may be incomplete. This means that you can rely on Google Analytics to help you measure your marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future.”
For advertisers who are reliant on non-Google platforms, your preparation needs to be more aggressive than those reliant on Google.