According to Tom Kelleher, data & measurement lead at Google, "[each of these] has the potential to enhance the accuracy and resilience of your marketing approach, bridging the gap between necessary compliance and ambitious growth targets."
Kelleher emphasizes that tagging doesn't just capture performance data but "creates a resilient foundation, reducing dependency on third-party cookies while future-proofing measurement." Having this infrastructure in place makes it easier to layer on enhanced measurement features like Enhanced Conversions and consent mode.
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