<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/69089aa570ae5a28112a3da7_66799e4053e73abab79af6d3_Deep%2520Dive%2520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Event · Expression</span> <h1 class="gn-title">First-Party Data in GA4: Staying Ahead after Google’s Cookie U-Turn</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>6 August 2024</span> <span class="pip"></span> <span>1 min read</span> </div> </div> </div> <div class="gn-event-meta gn-reveal"><div class="gn-event-meta__block"> <span class="gn-event-meta__label">When</span> <span class="gn-event-meta__value gn-date">Tue, 6 Aug 2024 · 09:00</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Where</span> <span class="gn-event-meta__value">Online</span> </div><div class="gn-event-meta__block"> <span class="gn-event-meta__label">Status</span> <span class="gn-event-status gn-event-status--recording">Past · Recording</span> </div></div> <div class="gn-body"> <p class="gn-lede gn-reveal"><em>The GO Network '</em><strong><em>Deep Dives</em></strong><em>' are a chance for our community of senior marketing leaders to drill down into specialist areas of their strategy, with support from our Network members.</em></p> <p class="gn-reveal">For some brands the temptation is to breathe a sigh of relief following <strong>Google's U-Turn on third-party cookie deprecation</strong> in Chrome, but now isn't the time for complacency. The reality is that general efforts for a more privacy-friendly internet aren't going away, and this has major repercussions on advertisers.</p> <p class="gn-reveal">First-party data strategy is still front of mind for brands as an opportunity to better utilise valuable customer and user data. <strong>GA4 remains a key area of review on this front</strong> - how to leverage its full capabilities, do so in a privacy compliant way, and fully leverage consented data for marketing insights and optimisation.</p> <p class="gn-reveal">Join us on <strong>6th August</strong> for a virtual, interactive roundtable where <a href="https://spaceandtime.co.uk/" target="_blank"><strong>Space &amp; Time</strong></a>'s Tech division will field your queries and share their learnings from completing over 200 GA4 set-ups and delivering training to over 1000 delegates on <strong>how to navigate data and privacy for successful marketing</strong>.</p> <p class="gn-reveal">As a benefit for <strong>The GO Network</strong>'s attendees <strong>Space &amp; Time</strong> be offering anyone who comes and wants one <strong>a free GA4 health check</strong> to review their current set-up and where they may be missing out on some key data opportunities.</p> <div class="gn-speakers gn-reveal"> <h3 class="gn-speakers__title">Speakers</h3> <div class="gn-speakers__grid"> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Tom Carter</span> <span class="gn-speaker__role">Business Director (Tech) · Space &amp; Time</span> <a href="https://www.linkedin.com/in/tom-carter-05270749/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> <div class="gn-speaker"> <div class="gn-speaker__info"> <span class="gn-speaker__name">Bethan Gibson</span> <span class="gn-speaker__role">Business Director (Media) · Space &amp; Time</span> <a href="https://www.linkedin.com/in/bethangibson/" class="gn-speaker__link" target="_blank">LinkedIn →</a> </div> </div> </div> </div> <p class="gn-reveal"><em>This session is free to join, but spaces are limited - reserve your space, and we'll confirm your invitation as soon as registration is open.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/how-to-get-the-best-out-of-google-analytics-4" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">How to Get the Best out of Google Analytics 4</span> <span class="gn-related__excerpt">GA4 replaces Universal Analytics with a new data model. 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