During an April 2024 survey carried out among retail and e-commerce advertising decision-makers from the United Kingdom (UK), 84 percent of respondents stated they planned to use Google Analytics 4 (GA4) after the phase-out of third-party cookies in Chrome in 2024. GA4 was ruled uncompliant with the European Union's General Data Protection Regulation (GDPR) in 2022.
Share of advertising decision-makers from the United Kingdom (UK) who were planning to use Google Analytics 4 after the phase-out of third-party cookies as of April 2023
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Share of advertising decision-makers from the United Kingdom (UK) who were planning to use Google Analytics 4 after the phase-out of third-party cookies as of April 2023
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among advertising decision-makers from retail and e-commerce
Method of interview
Online survey
Supplementary notes
The survey was carried out among CMOs, marketing directors/VPs, ecommerce directors/VPs, heads of data, heads of analytics, and performance marketing directors.
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Corvidae. (August 16, 2023). Share of advertising decision-makers from the United Kingdom (UK) who were planning to use Google Analytics 4 after the phase-out of third-party cookies as of April 2023 [Graph]. In Statista. Retrieved April 09, 2025, from https://www.statista.com/statistics/1411565/use-ga4-uk/
Corvidae. "Share of advertising decision-makers from the United Kingdom (UK) who were planning to use Google Analytics 4 after the phase-out of third-party cookies as of April 2023." Chart. August 16, 2023. Statista. Accessed April 09, 2025. https://www.statista.com/statistics/1411565/use-ga4-uk/
Corvidae. (2023). Share of advertising decision-makers from the United Kingdom (UK) who were planning to use Google Analytics 4 after the phase-out of third-party cookies as of April 2023. Statista. Statista Inc.. Accessed: April 09, 2025. https://www.statista.com/statistics/1411565/use-ga4-uk/
Corvidae. "Share of Advertising Decision-makers from The United Kingdom (Uk) Who Were Planning to Use Google Analytics 4 after The Phase-out of Third-party Cookies as of April 2023." Statista, Statista Inc., 16 Aug 2023, https://www.statista.com/statistics/1411565/use-ga4-uk/
Corvidae, Share of advertising decision-makers from the United Kingdom (UK) who were planning to use Google Analytics 4 after the phase-out of third-party cookies as of April 2023 Statista, https://www.statista.com/statistics/1411565/use-ga4-uk/ (last visited April 09, 2025)
Share of advertising decision-makers from the United Kingdom (UK) who were planning to use Google Analytics 4 after the phase-out of third-party cookies as of April 2023 [Graph], Corvidae, August 16, 2023. [Online]. Available: https://www.statista.com/statistics/1411565/use-ga4-uk/
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