As cookies become less reliable, there are a few key changes and challenges that digital marketers should be aware of when it comes to campaign measurement:
Limited Attribution – One of the biggest challenges will be the limited ability to attribute conversions to specific campaigns or touchpoints. Without cookies, it will be more difficult to track a user’s journey through the funnel and accurately attribute conversions to specific touchpoints.
Privacy Concerns – With more users concerned about their online privacy, cookie deprecation is a necessary step to protect user data. However, this does create challenges for digital marketers who rely on third-party data to target ads and track user behavior.
New Measurement Techniques – To overcome the challenges of cookie deprecation, digital marketers must adapt their measurement techniques. This includes leveraging first-party data, contextual targeting, and using advanced measurement techniques like multi-touch attribution.
Focus on Quality – As cookie data becomes less reliable, it’s more important than ever to focus on the quality of your campaigns. This means creating relevant, high-quality content and targeting the right audience to maximize campaign performance.
Embrace New Technologies – As the digital landscape evolves, new technologies will emerge to help marketers measure campaign performance without relying on cookies. It’s important for digital marketers to stay up-to-date on these technologies and embrace them as they become available.
The deprecation of third-party cookies will have a major impact on digital campaign measurement. But with the right strategies and techniques, digital marketers can adapt to these changes and continue to measure campaign success effectively. By focusing on quality, leveraging first-party data, and embracing new technologies, digital marketers can navigate the future of digital campaign measurement post-cookie deprecation.
Some of the tools for digital analytics measurement without cookies include:
Google Analytics 4: With machine learning at its core, GA4 provides powerful insights and predictive analytics even in a cookie-less environment. It also offers flexible event tracking, cross-device tracking, and advanced analysis options.
Adobe Analytics: This tool provides robust data collection, segmentation, and visualization capabilities that are not reliant on cookies. It also offers advanced machine learning capabilities for predictive analysis.
Snowplow Analytics: This open-source platform enables event-based data collection from various sources and provides flexible data modeling, analysis, and visualization capabilities.
Piwik PRO: This GDPR-compliant platform offers advanced analytics, user behavior tracking, and personalization features that work without cookies. It also provides data ownership, integration, and security options.
AT Internet: This web analytics tool provides real-time data collection, segmentation, and visualization options that work without cookies. It also offers advanced tagging options and machine learning capabilities.
These tools leverage alternative data collection methods such as device IDs, contextual targeting, and statistical modeling to provide accurate and meaningful insights in a cookie-less world.