![]() They’re also typically tied to entire households rather than individuals. ISPs typically issue “rotating IP addresses”. IP address is considered personal identifiable information (PII) under prominent privacy regulations GDPR and CCPA, so it’s subject to the same rules as name and address.Īdditionally, IP address has a number of built-in issues that make it unreliable. How will removal of the IP address from GA4 affect identity use cases? It’s certainly a concern for marketers – however, given the existing privacy restictions and policies, organizations should already be looking to other identity signals outside of IP address to remain compliant. Support for Customer Identity Use Cases in GA4Īnother main use case for IP address is identity of unknown visitors to your channels. These dimensions are based on widely used standards, so sharing the data with other users and applications is simpler. In addition, Google deploys artificial intelligence (AI) to infer location from context and past behavior.īut what about organizations who don’t want to consolidate to an all-Google tech stack? How will the new GA4 support location without the native BigQuery extracts? Google recommends configuring the dimensions for City ID, Country ISO code, Region ID, and Sub Continent Code. Settings like language preference and time zone can be leveraged to support modeled location attributes. Some of the attributes are created via configuration settings on the browser. Google creates these modeled attributes through a variety of processes. For example, if you are using the native BigQuery export function from GA4, you can use: Fortunately, GA4 offers several “modeled attributes” that can be used for that purpose. One of the main use cases for IP address is the determination of a customer’s location. ![]() What does this update mean for marketers? How To Determine Customers’ Locations in GA4 Google says, “Google Analytics 4 will also no longer store IP addresses.” This is almost certainly in response to increased legal pressure related to consumer privacy from around the globe. What I found most interesting is an update to GA4 that was mentioned in the post. Our friends at Merkle | Cardinal Path have already provided a POV on how companies should prepare for this decommission. This means it’s sunsetting the old Universal Analytics (UA) tool and asking users to migrate to the new Google Analytics 4 (launched in October 2020). In a recent blog post, Google announced it’s “moving on from Universal Analytics”.
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