The eve of January 2024

🔥Google Consent Mode Advanced (V2)

🔥 Hot Topic! Attention if you use Google Ads, Search Ads 360, your current configurations will need to be updated:

• Before March 6, 2024 to maintain GA4 audience targeting in GAds.

• Before December 2024 to maintain advanced tracking of GAds conversions.

Why Consent Mode?

The "Consent Mode" allows data to be modeled within the Google products concerned (Google Analytics 4, Google Ads, Search Ads 360, etc.) in order to make up for lost data from users who have not given their consent for the associated Google tags (Google Analytics 4, Google Ads, Floodlight, etc.).

Key points

• Consent Mode allows you to model conversions and campaign performance in Google Only products, even with data from users who have not given their consent.

• Consent Mode is not a replacement for your existing CMP (Consent Management Platform), such as Axeptio, Didomi, OneTrust, Cookiebot, etc., but a complement to it.

• New EU DMA regulations require configurations to be updated to include new parameters ad_user_data and ad_personalization before March 2024 for GA4 audience targeting and before December 2024 for advanced conversion tracking.

• If you have already set up Consent Mode V1, an update is now required for V2.

• Basic mode activates Google tags only with consent, while advanced mode works with or without consent.

• Update required to integrate ad_user_data and ad_personalization in Consent Mode V2.

• The CNIL has not yet ruled on the advanced mode, but will probably do so shortly.

• The advantage is to be able to exploit raw data in Google BigQuery and thus have a hybrid operation with GA4 and potentially observe close to 100% of the data with certain analyses.

• Google uses non-identifiable signals such as device model, conversion type, country, date and time, and browser type and version for modeling.

Our recommendations

1. Check your CMP's compatibility with Google Consent Mode

2. Integrate Advanced Consent Mode to meet deadlines

3. Opt for server-side data collection for better compliance and data control thanks to proxification (e.g. hash of transaction_idIP addresses, etc.).

Our full article

👉 Google Consent Mode

From March 6, 2024, it will be necessary to implement Consent Mode in cases where a website or application collects data for audience building or remarketing with Google's advertising services.

🦊 Inside Starfox

📖 100 Starfox Wikis

This year, we're opening up a large part of our internal Wikis. This is a real shared knowledge base, bringing together operating procedures as well as practical summary sheets. Our goal is to publish 100 wikis by 2024 🚀

Each wiki has an "Owner" who is responsible for updating it regularly, and is alerted every 90 days.

⚡️ Latest Starfix developments

Starfix is an alerting tool developed by Starfox Analytics which allows you to audit and detect tracking problems in an exhaustive way, and thus maintain a reliable analytics implementation.

Starfix audits are performed daily, and a summary report is sent as a notification directly into your Slack, Teams or by email. We can even instantly detect critical data, such as an online purchase:

Our recent improvements :

• Improved Slack notification design

• Detection of anomalies (suspicious variations)

📢 Product Updates

Discover all the latest Google product updates synthetically via generative AI on our page Product Updates.

🚀 Use cases of the month

Migrating to GA4 opens up new possibilities and applications, from in-depth analysis to building a complete Marketing Data Hub (or Customer Data Platform, if you prefer). Here are 3 powerful GA4 x BigQuery activations:

Creating your Marketing Data Hub in BigQuery

By combining GA4 data with data from traditional data warehouses and marketing channels. This makes it possible to build a centralized customer view by combining all data points.

Advanced analysis with Machine Learning via Vertex AI

BigQuery opens the door to the use of Machine Learning via the Google Cloud Platform. Templates are available to easily discover trends and anomalies in the data, enabling automatic monitoring of all your marketing activities.

Using real-time GA4 exports for marketing activation

GA4 makes it easy to activate your data in your marketing/marketingautomation channels. For example, you can segment and reactivate the most valuable customers who have been inactive on your website for a long time. Or you can anticipate the purchases of your recurring customers, or just those with abnormal behavior if the usual purchase dates seem to be overdue, to trigger marketing or customer support actions.