What Indian Businesses Must Know

As the world becomes more privacy-conscious, digital tools like Google Analytics are under increasing scrutiny, especially in regions governed by strict data protection regulations such as the European Union (EU). With the EU’s General Data Protection Regulation (GDPR) setting stringent standards for how businesses collect, store, and process personal data, the landscape of digital marketing has already shifted significantly.

Now, as India inches closer to implementing its own data protection regulations, such as the proposed Personal Data Protection Bill (PDPB), many Indian businesses may face a new challenge: cookie consent requirements similar to those seen in the EU. So, what happens when this regulation becomes a reality in India? What will businesses lose in terms of tracking and analytics, and how will Google Analytics 4 (GA4) cope under these new rules?

In this article, we’ll explore the potential impact of a cookie consent policy on Indian businesses and explain how this might affect the tracking capabilities of Google Analytics 4.