First-party data will be your only way forward with Google Analytics 4. Now, although third-party data cookies are gone, there is a first-party cookie in use within GA4.

Google has been warning website admins for quite some time that starting today, July 1, 2023, Universal Analytics (UA) would stop tracking new data. The shutdown was first announced in March 2022 .

Today at its Data Cloud & AI Summit, Google Cloud unleashed a series of enhancements designed to bolster various database, analytics, and AI and machine learning offerings, including its BigQuery data ...