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SegmentStream prioritizes the privacy of your users and ensures transparency in how behavioural data is handled within the application. SegmentStream strictly adheres to a consent-driven model, collecting behavioural data only when users explicitly consent through the implemented consent management solution on your website or app. Consent implementation differs depending on the event tracking method used to integrate SegmentStream. For more information on event tracking, refer to the Events tracking documentation.

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Streaming

When using event tracking through a streaming connection, data is sent directly to SegmentStream servers. If users give consent, their choices align with Google Analytics 4 for consistent and compliant data collection. This means that if consent mode is set up in the Google Analytics 4 tag forwarding data to SegmentStream, it will be processed accordingly. When events tracking uses the BigQuery Link, SegmentStream accesses data that has already been processed according to the consent mode set up for the connected Google Analytics 4 stream. It is recommended to review your GA4 consent mode implementation before connecting SegmentStream.

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Adobe Analytics

When event tracking is implemented through Adobe Analytics, SegmentStream only accesses data that has been collected in accordance with the rule conditions set in the Adobe customer consent implementation. It is recommended to review your Adobe Analytics consent mode implementation before connecting SegmentStream. When users reject analytics (statistics) cookies, their session data is anonymised and remains non-identifiable. However, even in its anonymised form, this data helps improve SegmentStream’s machine learning models, leading to more accurate predictions.
  • If your website’s GA4 consent mode allows anonymised data to be sent when consent is rejected, SegmentStream’s attribution model distributes the conversions from unconsented visits as a score across sessions where consent was granted.
  • If GA4 tracking is completely disabled when consent is rejected, SegmentStream only distributes conversions among consented visits.
The following diagram shows an example of conversions tracked on visits where consent was rejected being distributed to visits that accepted consent. Consent mode attribution behaviour