{"id":6548,"date":"2024-05-22T04:25:04","date_gmt":"2024-05-22T04:25:04","guid":{"rendered":"https:\/\/mediahouse.ee\/2024\/05\/22\/what-to-do-if-the-ga4-stats-have-dropped-a-lot-due-to-the-refusal-of-cookies\/"},"modified":"2026-04-08T16:10:13","modified_gmt":"2026-04-08T16:10:13","slug":"what-to-do-if-the-ga4-stats-have-dropped-a-lot-due-to-the-refusal-of-cookies","status":"publish","type":"post","link":"https:\/\/mediahouse.ee\/en\/2024\/05\/22\/what-to-do-if-the-ga4-stats-have-dropped-a-lot-due-to-the-refusal-of-cookies\/","title":{"rendered":"What to do if the GA4 stats have dropped a lot due to the refusal of “cookies”?"},"content":{"rendered":"\t\t
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Kui Google t\u00f5i turule 6. m\u00e4rtsil Consent Mode nimelise uuenduse, n\u00e4hti selles eelk\u00f5ige v\u00f5imalust siduda oma CMP (Consent Management Platform) Google\u2019i teenustega (GA4, Ads). See t\u00f5i Eesti turule tormi, mida oleks v\u00f5inud oodata juba peale GDPRi rakendumist 2018. aastal, mil kasutajatelt n\u00f5usoleku k\u00fcsimine erinevate teenuste-t\u00f6\u00f6riistade k\u00e4ivitamiseks muutus kohustuslikuks. Kuiv\u00f5rd Eestis on selleteemaline j\u00e4relevalve olnud pigem leebe, suhtusid enamik veebihalduritest sellesse kohustusse tagasihoidlikult, kuvades mittefunktsionaalseid n\u00f5usoleku k\u00fcsimise aknaid v\u00f5i j\u00e4ttes need \u00fcle\u00fcldse implementeerimata jne. Oht j\u00e4\u00e4da ilma oma andmetest Google\u2019ist v\u00f5i m\u00fc\u00fcgitulemustest Google Adsis oli aga piisav motivaator, surumaks l\u00e4bi muudatuse, mida Euroopa meist ootas viimased kuus aastat.<\/p>

Kasutajatelt n\u00f5usoleku k\u00fcsimine on tegevus, mis n\u00f5uab omajagu l\u00e4bim\u00f5tlemist ja kompromisse. Kui teha seda tagasihoidlikult ning kasutajaid v\u00f5imalikult v\u00e4he segades, tuleb leppida sellega, et valdav osa kasutajaid j\u00e4tab n\u00f5usoleku andmata ning tekivad suured andmet\u00fchimikud. Kui k\u00fcsida n\u00f5usolekut aga v\u00f5imalikult silmapaistvalt (sisuliselt muutes lehe kasutamise ilma n\u00f5usoleku osas otsuse langetamist v\u00f5imatuks), on v\u00f5imalik l\u00e4bim\u00f5eldud disainiga v\u00e4ltida andmet\u00fchimikke, ent selline l\u00e4henemine muudab lehe oluliselt v\u00e4hem kasutajas\u00f5bralikumaks.\u00a0<\/p> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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K\u00e4itumuslik modelleerimine ning selle komistuskivid<\/h2> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u00dcks p\u00f5hiargumente, millega Google Consent Mode\u2019i v\u00e4ljat\u00f6\u00f6tamist p\u00f5hjendas, oligi masin\u00f5ppimise rakendamine, t\u00e4itmaks andmet\u00fchimikke, mille tekitavad kasutajad, kes ei anna enda j\u00e4lgimiseks n\u00f5usolekut. Eelk\u00f5ige t\u00e4hendab Consent Mode, et Google kogub kasutajatelt anon\u00fcmiseeritud andmeid, mille abil modelleerida k\u00e4itumuslikke- ning konversioonidega seotud andmeid.\u00a0<\/p>

K\u00e4itumuslik modelleerimine t\u00e4hendab, et Google \u00fcritab hinnata p\u00f5hilisi kasutaja- ning sessioonip\u00f5hiseid m\u00f5\u00f5dikuid, mis vastasel juhul l\u00e4heksid kasutajate n\u00f5usoleku puudumisel kaduma. Kuigi tegu on tehisintellekti algelise vormiga, t\u00e4hendab see siiski, et s\u00fcsteem \u00fcritab olemasolevate andmete pealt pakkuda, kuidas andmet\u00fchimikke t\u00e4ita \u2013 kui h\u00e4sti ta seda teeb, on vaieldav. K\u00fcll aga tuleb eraldi r\u00f5hutada andmekesksust \u2013 tegu pole lahendusega, mille saab \u00fchekordselt seadistada ning t\u00f6\u00f6le rakendada. K\u00e4itumusliku modelleerimise keskmes on andmed ning see suudab t\u00f6\u00f6tada juhul kui tal on piisavalt suured andmemahud, mille pealt oma ennustusi luua. T\u00e4psemalt \u00f6eldes vajab k\u00e4itumuslik modelleerimine:<\/p>

  • V\u00e4hemalt 1000 event-i p\u00e4evas koos 7 p\u00e4eva ajalooga.<\/li>
  • V\u00e4hemalt 1000 kasutajat p\u00e4evas 28 j\u00e4rjestikuse p\u00e4eva jooksul.\u00a0<\/li><\/ul>

    T\u00e4helepanu tasub juhtida ka sellele, et 1000 kasutaja n\u00f5ue t\u00e4hendab, et v\u00e4hemalt 1000 kasutajat on\u00a0iga p\u00e4ev<\/b>\u00a0andnud n\u00f5usoleku enda j\u00e4lgimiseks, n\u00f5usolekust keeldunud kasutajaid siia ei arvestata. 1000 eventi n\u00f5udmise puhul arvestatakse nii n\u00f5usoleku andnud kui ka sellest keeldunud kasutajaid. N\u00f5usoleku andnud kasutajad moodustavad enamiku andmekogumist, kuna nende pealt p\u00fc\u00fcab Google m\u00f5ista, kuidas erinevad kasutajat\u00fc\u00fcbid k\u00e4ituvad lehel. V\u00e4iksemal m\u00e4\u00e4ral j\u00e4lgib Google ka n\u00f5usolekust keeldunud kasutajaid, kuna nende andmetele tuginedes \u00fcritab ta oma h\u00fcpoteese valideerida, n\u00e4gemaks, kas tema suurema andmehulga pealt tehtud ennustused pidasid paika v\u00f5i mitte.<\/p>

    T\u00e4psustus: Consent Mode\u2019i rakendamine ei t\u00e4henda veel sajaprotsendiliselt, et ettev\u00f5te vastab k\u00f5ikidele GDPR\u2019i n\u00f5uetele. Lisaks sellele, et GDPR s\u00e4testab veel mitmeid tingimusi ja n\u00f5udmisi, on ka Consent Mode\u2019i metoodika ning selle vastavus GDPR\u2019ile k\u00fcsitav. Google ise v\u00e4idab, et andmed, mida nad koguvad n\u00f5usolekut mitte andnud klientidelt, on anon\u00fcmiseeritud ning agregeeritud, ent siinkohal on piir anon\u00fcmiseerimise ning pseudon\u00fcmiseerimise vahel siiski v\u00f5rdlemisi \u00f5huke.<\/i><\/p> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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    Kas modelleeritud andmed on piisav tagatis, et Consent Mode kasutusele v\u00f5tta?<\/h2> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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    Antud andmemahud v\u00f5ivad olla aga keeruliselt saavutatavad SME taseme ettev\u00f5tja jaoks. Kui v\u00f5tta n\u00e4iteks \u00fcks peamiselt Baltikumis tegutsev ettev\u00f5te (kel on nii e-pood kui f\u00fc\u00fcsilised esindused), siis peale 9. m\u00e4rtsil seadistatud Consent Mode\u2019i tekkis m\u00e4rgatav kukkumine igap\u00e4evases k\u00fclastajate arvus. Kuna Consent Mode\u2019i algoritmid vajavad modelleerimiseks aga v\u00e4hemalt tuhandet\u00a0consenti<\/i>\u00a0andnud kasutajat, t\u00e4hendab see antud juhul, et selle kliendi puhul ei oleks v\u00f5imalik modelleerimist rakendada. T\u00e4psustuseks olgu \u00f6eldud, et antud kliendi puhul k\u00fcsitakse n\u00f5usolekut lehe allservas, segades v\u00f5imalikult v\u00e4he orgaanilist kasutajakogemust.<\/p> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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    Valdav osa Eestis tegutsevatest SME-dest on seega sattunud dilemma ette:\u00a0<\/p>

    \u00a0<\/p>

    • Kas seadistada Consent Mode korralikult, riskides andmekaoga ning seel\u00e4bi ka potentsiaalselt halvemate tulemustega Google Adsis?<\/li>
    • Kas j\u00e4tta Consent Mode seadistamata ning leppida v\u00e4hendatud funktsionaalsustega Google\u2019i \u00f6kos\u00fcsteemis?<\/li>
    • Kas seadistada Consent Mode vaikimisi (kasutajate eest) n\u00f5usolekut andes, sealjuures riskides AKI kurja pilgu alla sattumisega?<\/li><\/ul>

      \u00a0<\/p>

      Eelk\u00f5ige tuleks l\u00e4htuda seadusandlikust perspektiivist \u2013 GDPR ning muud andmekaitsealased direktiivid on kasutusele v\u00f5etud p\u00f5hjusega. Kasutajate andmed on v\u00e4\u00e4rtuslik vara ning mitmed hiljutised andmelekked n\u00e4itavad, et andmete v\u00e4\u00e4rkasutamine v\u00f5ib viia pigem suuremate probleemideni kui nende kasutuse reglementeerimine. Korrektne implementeerimine tekitab aga kaks probleemkohta \u2013 v\u00e4henenud andmed veebianal\u00fc\u00fctikas ning potentsiaalsed kehvem tulemuslikkus Google-i reklaamides. Neist viimane on puhtalt h\u00fcpoteetiline ning s\u00f5ltub paljudest asjaoludest, sh. optimeerimismudelitest jm. Kui vaadata eelnevalt v\u00e4ljatoodud kliendi n\u00e4idet, siis nende puhul ei ole v\u00f5imalik t\u00e4heldada mingeid m\u00e4rkimisv\u00e4\u00e4rseid languseid peale Consent Mode-i implementeerimist 9. m\u00e4rtsil.\u00a0<\/p> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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      Kuigi \u00fche kliendi pealt on keeruline teha kindlalt paikapidavaid j\u00e4reldusi, v\u00f5ib oletada, et ainsaks takistuseks Consent Mode\u2019i kasutusele v\u00f5tmisel j\u00e4\u00e4bki andmekadu veebianal\u00fc\u00fctikas.<\/p> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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      Mis on alternatiiv?<\/h2> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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      Google Analytics on saavutanud t\u00e4naseks pea monopoolse seisu veebianal\u00fc\u00fctika valdkonnas, omades pea 90% turuosa. Olukord, kus pea kogu turu poolt kasutatav t\u00f6\u00f6riist pole enam t\u00f6\u00f6kindel, tekitab iseenesestm\u00f5istetavalt omajagu \u00e4revust.\u00a0<\/p>

      \u00a0<\/p>

      K\u00fcll aga tasub meeles hoida, et GA pole kaugeltki ainus t\u00f6\u00f6riist veebianal\u00fc\u00fctika valdkonnas. Alternatiive on hulgaliselt ning osasid neist on v\u00f5imalik kasutada ka teistsugustel alustel, sh ilma kasutajapoolset n\u00f5usolekut vajamata. \u00dcheks n\u00e4iteks sellistest t\u00f6\u00f6riistadest on\u00a0Matomo<\/b>.<\/p>

      \u00a0<\/p>

      Matomo (endise nimega Piwik) on vabavaraline veebianal\u00fc\u00fctika t\u00f6\u00f6riist, mis reklaamib end kui privaatsuss\u00f5bralikumat alternatiivi. Kuigi kasutuseesm\u00e4rk ning ka kasutajakogemus on GA\u2019ga sarnased, erineb Matomo GA\u2019st mitmel p\u00f5hjusel:<\/p>

      \u00a0<\/p>

      • Andmeomand\u00a0<\/b>\u2013 kui GA puhul hoiustatakse andmeid Google\u2019i serverites ning kogutud andmed kuuluvad ka neile, siis Matomo puhul kuuluvad kogutud andmed veebihaldurile. Lisaks on v\u00f5imalik andmeid hoiustada oma serveris ning haldurile kuvatakse v\u00e4lja terviklikud (modelleerimata) andmed.\u00a0<\/li><\/ul>
        • Hoiustamine\u00a0<\/b>\u2013 kui GA puhul hoiustatakse andmeid ja k\u00f5ike muud Google\u2019i pilves, siis Matomo v\u00f5imaldab installeerida t\u00f6\u00f6riista kliendi enda serverisse. Kuigi Matomo pakub ka pilveteenust, on kohalikku serverisse paigaldamine andmeturvalisuse perspektiivist m\u00f5istlikum.<\/li><\/ul>
          • Patenditud vs vabavaraline \u2013\u00a0<\/b>Kui GA on eksklusiivselt Google\u2019le kuuluv\u00a0closed source<\/i>\u00a0t\u00f6\u00f6riist, siis Matomo on t\u00e4ielikult vabavaraline, v\u00f5imaldades koodi kohandada ning muuta vastavalt vajadusele.<\/li><\/ul>
            • Omadused \u2013\u00a0<\/b>kuigi algtasemel kasutades pole GA ning Matomo vahel suuri erinevusi v\u00f5imalik t\u00e4heldada, tuleb arvestada, et GA kuulub Google\u2019i \u00f6kos\u00fcsteemi, t\u00e4nu millele suudab ta v\u00e4ga t\u00f6\u00f6kindlalt koos t\u00f6\u00f6tada teiste Google\u2019i teenustega.<\/li><\/ul>

              \u00a0<\/p>

              Matomo \u00fcks p\u00f5hieeliseid on asjaolu, et teatud tingimustel on teda v\u00f5imalik jooksutada ilma kasutajapoolse n\u00f5usolekuta. Kuniks ei koguta isikustatavaid andmeid, andmeid ei otsekasutata reklaamimiseks vm k\u00f5rvalisel eesm\u00e4rgil, neid ei jagata teiste keskkondade v\u00f5i t\u00f6\u00f6riistadega, on v\u00f5imalik Matomot seadistada n\u00f5usolekuta t\u00f6\u00f6tama. Sellisel juhul toimub kogu m\u00f5\u00f5tmist\u00f6\u00f6 ilma k\u00fcpsisteta, ent arvestada tuleb teatud m\u00f5\u00f5nsustega \u2013 k\u00fcpsistevaba\u00a0track\u2019imine<\/i>\u00a0t\u00e4hendab, et platvormil on keerulisem hinnata unikaalseid m\u00f5\u00f5dikuid. See t\u00e4hendab, et unikaalsed k\u00fclastajad jm analoogsed m\u00f5\u00f5dikud v\u00f5ivad olla ebat\u00e4psed.\u00a0<\/p> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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              Mis on parim lahendus?<\/h2> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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              Kui r\u00e4\u00e4kida\u00a0Consent Mode\u2019<\/i>ist, tekib turundajatel tihtipeale v\u00e4\u00e4rarusaam \u2013 arvatakse, et r\u00e4\u00e4gitakse n\u00f5udest kasutajatelt n\u00f5usolekut k\u00fcsida, kuigi tegelikult oli\u00a0Consent Mode\u2019i<\/i>\u00a0n\u00e4ol tegu lihtsalt Google\u2019i poolse lahendusega olukorrale, kus kasutajapoolne n\u00f5usoleku k\u00fcsimine hakkas liiga tegema GA4\u2019s olevate andmete kvaliteedile. Asjaolu, et\u00a0Consent Mode\u2019<\/i>i \u201ckohustuslikuks muutmine\u201d pani veebihaldureid m\u00f5tlema n\u00f5usoleku k\u00fcsimise seadistamisele, ent GDPR seda ei teinud, peegeldab pigem turu \u00fcldist leebet suhtumist andmete kogumisse ja t\u00f6\u00f6tlemisse.<\/p>

              \u00a0<\/p>

              Paradoksaalsel kombel tekkiski seel\u00e4bi olukord, kus Google\u2019i pakutud lahendus hoopis tekitas Eesti turul probleemi. Selleks, et lahendust kasutada, pidi seadistama ka n\u00f5usoleku k\u00fcsimise ning leppida andmekaduga, ent Google\u2019i lahendus ei suuda Eesti turu mastaapides kasulik olla.<\/p>

              \u00a0<\/p>

              Lahendusi otsides tuleks eelk\u00f5ige l\u00e4htuda seadusandlusest, seej\u00e4rel riskidest ja v\u00f5imalustest. Kui GDPR\u2019i poolne n\u00f5ue on k\u00fcsida kasutajatelt n\u00f5usolekut nende j\u00e4lgimiseks, tasub seda ka teha. Kui Google\u2019i poolne n\u00f5ue on rakendada\u00a0Consent Mode\u2019<\/i>i, tasub ka seda teha. V\u00e4ltimaks aga andmekadu, tasub kaaluda Matomo v\u00f5i m\u00f5ne sarnase t\u00f6\u00f6riista kasutuselev\u00f5ttu k\u00f5rvalise t\u00f6\u00f6riistana. Kuiv\u00f5rd Matomo, Plausible jm t\u00f6\u00f6riistad on m\u00f5nev\u00f5rra algelisemad v\u00f5rreldes GA4\u2019ga, on m\u00f5istlik neid kasutada paralleelselt GA4\u2019ga. See v\u00f5imaldab kasutada GA4\u2019d, et anal\u00fc\u00fcsida kvantitatiivseid n\u00e4itajaid (mis lehtedelt kasutajad lahkuvad, p\u00f5rke- ning konversioonim\u00e4\u00e4rad jne) ning jagada andmeid teiste Google\u2019i teenuste ja t\u00f6\u00f6riistadega (GSC, Ads). Matomo saab t\u00f6\u00f6tada kui t\u00f6\u00f6riist andmekvaliteedi valideerimiseks, v\u00f5imaldades hinnata kvantitatiivseid m\u00f5\u00f5dikuid (k\u00fclastuste koguarv), mis \u2013 nagu ilmestab ka eelnevalt mainitud kliendi n\u00e4ide \u2013 v\u00f5ivad olla oluliselt erinevad GA\u2019s olevatest vastavatest m\u00f5\u00f5dikutest.<\/p> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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              Date<\/b><\/p><\/td>

              		Matomo user count<\/b><\/td>GA user count<\/b><\/td><\/tr>
              15.03.2024<\/td>2495<\/td>1322<\/td><\/tr>
              16.03.2024<\/td>2561<\/td>984<\/td><\/tr>
              17.03.2024<\/td>2780<\/td>1185<\/td><\/tr>
              18.03.2024<\/td>2244<\/td>754<\/td><\/tr>
              19.03.2024<\/td>3776<\/td>1060<\/td><\/tr>
              20.03.2024<\/td>4313<\/td>1595<\/td><\/tr>
              21.02.2024<\/td>9221<\/td>1811<\/td><\/tr><\/tbody><\/table> <\/div>\r\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

              Kui Google t\u00f5i turule 6. m\u00e4rtsil Consent Mode nimelise uuenduse, n\u00e4hti selles eelk\u00f5ige v\u00f5imalust siduda oma CMP (Consent…<\/p>\n","protected":false},"author":1,"featured_media":6403,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20,21],"tags":[],"class_list":["post-6548","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-en","category-development-en"],"acf":[],"yoast_head":"\nWhat to do if the GA4 stats have dropped a lot due to the refusal of "cookies"? - Media House<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mediahouse.ee\/en\/2024\/05\/22\/what-to-do-if-the-ga4-stats-have-dropped-a-lot-due-to-the-refusal-of-cookies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What to do if the GA4 stats have dropped a lot due to the refusal of "cookies"? 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