The way in which advertising is informed by data will continue to fundamentally change over the coming years. To power privacy-centric advertising in a world without third-party cookies, businesses need to start delivering a first-party driven approach.
EC is a conversion tracking feature that enables more accurate conversion measurement when cookies are not available by increasing observable data and improving overall quality of conversion modeling. It allows advertisers to capture hashed customer data collected on their conversion page (e.g. email addresses) and then matches it against Google logged-in data.
