"By announcing the elimination of IP address logging on Google Analytics, the tech titan is doubling down on its focus on consumer data privacy. While some applaud the move, other see it as a headache for advertisers and another nail in the coffin of digital marketing as we know it. Google is axing Internet Protocol (IP) address logging on its analytics platform."
"The move is part of a larger decision announced today, which will see Google Analytics 4 (GA4) take the place of Universal Analytics (UA) and Universal Analytics 360 for all Google customers beginning next year. In a statement shared with The Drum, the company said the decision was made in response to "a monumental shift in the way people behave on the internet and ... how we measure that behavior.""
Google will eliminate IP address logging on Google Analytics, removing a device-level identifier used to determine user location. The change will hinder advertisers' ability to target based on IP-derived geolocation, potentially reducing marketing effectiveness. Google plans to replace Universal Analytics and Analytics 360 with Google Analytics 4 (GA4) for all customers next year. GA4 replaces third-party-cookie reliance with an event-based framework that aggregates interaction instances and generates modeled data for querying. The shift aims to enable cross-platform operations and offers integrations with Search, Google Cloud, YouTube, and Google Display & Video 360. The change responds to evolving privacy standards.
Read at The Drum
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