For websites, this is the client ID in the cookie. For apps, the app instance ID is used to identify users. Small note: this default setting can be overridden under the property settings, via the 'Reporting Identity' button. In the 'Identity for reporting' screen you can set how you want to identify users for your website within your Google Analytics 4 property. In my article about Google Analytics 4 from 2020, I still advised to disable Google Signals. The new advice is to enable this feature correctly.
Important : the use of Google Signals requires executive list permission from your visitors under the GDPR. Therefore, only use Google Signals in combination with the allow google signals function . 2. Server-side tagging becomes the default Google pulled a new technology out of beta in September this year, called server-side tagging . This promising feature will help marketers offload GTM containers on the site. Some of the tags can be moved to the server. In addition, server-side tagging helps to become less dependent.
On third-party cookies. The current situation is as follows: various tags are placed via Google Tag Manager that measure data and send it to different providers. An example: you want to track the sending of a contact form in Universal Analytics, Google Analytics 4, Facebook Ads and LinkedIn ads. Without server-side tagging, this data has to be sent 4 times from the browser. Illustration of an example situation without server-side tagging With server-side tagging it is possible to track information once and forward.