Google’s two initiatives for user privacy

Written by Chen Hindi

On June 6, 2023

The future of digital marketing is private. 

It’s nothing new. 

All the platforms have been talking about it, preparing for it, implementing changes accordingly. 

Google initiated two major changes to its products which have a big impact on businesses. 

One, Google announced the phasing out of third-party cookies from Google Chrome. This move will affect the ability to track user behavior, which in turn has the potential to sabotage campaigns’ performance. Google is replacing it with what they call the Privacy Sandbox, to be launched (after it was postponed twice) in the second half of 2024. 

The second, Google is discontinuing its renowned analytics tool, Universal Analytics, and introduced the all-new Google Analytics 4. Starting from July 1st, 2023, the old Google Analytics will stop tracking, requiring all organizations to transition to Analytics 4. 

Adapting to these transformations and others will be crucial for your business to keep up with the evolving digital marketing ecosystem.


In recent years, mainly due to new privacy laws, Google has launched two initiatives to increase user privacy. The first one is to phase out third-party cookies from Chrome and replace them with an alternative called the Privacy Sandbox. Google has postponed this twice, and as of now, it is scheduled for the second half of 2024. The second initiative is to create a new website analytics tool – Google Analytics 4 – instead of the renowned Universal Analytics. This means that if you are using Google Analytics, you should back up all your historical data and implement the new GA4 on your website in order to continue measuring the traffic. #googleanalytics #googleanalytics4 #googlecookies #googleprivacy #googleprivacysandbox @Google

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