World Without Cookies and GA4
GA4 is built for a world where more and more users opt out of cookie consent and other methods for data collection.
Google uses machine learning modeling to fill in the data gaps – some of these are already in the current GA4 others will be deployed in the future.
For example, modelling conversions allows GA4 to properly attribute conversions without user identification – this is crucial for optimized advertising campaigns and automated bidding. This covers situations such as some browsers limiting the time window for first-party cookies, conversions for unconsented users, Apple’s App Tracking Transparency (ATT) impacts, cross-device user behaviour, and others.