New tracking prevention and protection updates by browsers are impacting business.
In the earlier articles of this series, we elaborated on different versions of ITP and what it means to a marketer. The second episode dealt with how to extend cookies and increase their duration.
In this edition, we talk about how ITP and other browser tracking prevention and protection updates have affected the business. There has been a steep impact on data cohesiveness. Cohesive data allowed marketers to make better decisions. Now, that ability is taken away. This has a direct impact on the ROI which remains the sole responsibility of a marketer.
Everything that marketers care about is taken away from under their feet. Here are some of the areas that are impacted and we also tell you what you can do about it:
1. Web analytics and reporting
Metrics like users by browser, conversions by users, new vs returning users are all over the place. Don’t be excited if you suddenly see a spike in the number of new users visiting your website or don’t be confused if your returning user count is decreasing. Cookies on browsers can no longer do their job. Your web analytics is not even close to accurate. The 24 hours and 7 day limit by ITP does not give you the right metrics.
Extend cookie duration that can help you track users over a campaign’s entire duration.
2. ITP impact on A/B Testing
You have a 7-day window to do all the testing you can between two variants. You know this is too little time to test. It gets even worse if your test campaign sample size is small.
Your variants will not receive enough time to be tested for another reason. The browser’s prevention limits would end up showing the same variant again and again as the cookie reads it as a different user each time the same user visits. This defeats the very purpose of A/B testing.
User consent with cookie duration extension.
3. No Marketing Attribution
You don’t know which campaign is doing better. This simply means that after seven days, the user will be treated as a new one. That misdirects the last channel of interaction or transaction that should be attributed for conversion. But, the first-touch channels and the stream of other channels that influenced the buyer’s decision will be out of context.
This has an adverse impact on the marketer’s decision of channel investment. As a marketer, you would no longer know where to invest your money to get the optimal returns. This deeply affects how you are treating your third-party data.
Server-side tagging helps transform third-party cookies into first party cookies.
4. No Persistent User Profile Creation
User profile will also be hazy. With ITP, the user profile tracker can no longer assign a persistent user or customer ID to the visitors. This keeps changing. Another aspect that this affects is the method of ‘retargeting’. Retargeting heavily depends on the user’s persistent ID to show the most relevant content and ads.
Convert third-party data into first party data with the help of preference updates.
On the whole three aspects are intensely impacted by ITP and other browser tracking prevention and protection updates.
- Marketing Attribution
- Customer Experience Optimization
- Web Analytics including mobile app analytics
Make good choices to gain back control of these aspects. Get a quick 15-minute demo with a solution like Magic Pixel that can help you gain access to your own data. Book a Demo.