Cookieless – 5 actions you need to take NOW
5 actions you need to do NOW to adapt your digital business to the COOKIE-FREE environment, if you don’t do it you will be lost.
First of all I would like to clarify briefly, what is the cookie-free environment and why it will affect so much the current marketing ecosystem.
The main driver is to ensure the privacy of users, there are several very advanced movements in this regard, such as the RGPD (or GDPR) , California Consumer Privacy Act …, but also the major players in the digital world are already moving forward in self-regulation, leading Apple with changes such as iOS14, but followed by Google, Facebook, Microsoft … with different very serious initiatives.
Cookies are the technical tool that prevents guaranteeing that privacy and therefore have become the element to pursue, do not be fooled, it is not that the future of digital marketing is without cookies, it is that it is already the present.
Right now you are no longer able to measure a large part of your users who are browsing with adblockers, in search engines without third-party cookies (such as Safari) or are not giving their consent.
This is a complete change of the current paradigm, what should we do to adapt?
These are the 5 necessary actions that we have been implementing for some time in various projects.
– Cookie banner, it is necessary to work at UX level the cookie banner to encourage the acceptance of cookies by users.
– Consent Mode, is the new measurement protocol created by Google to make measurements compatible with the consent expressed through the banner. This solution will allow you to have some data even from users who do not give consent, especially applicable in Google Ads smart bidding.
– Alternative measurement without cookies, there are several reliable platforms on the market with which you can have a real metric of traffic and the main actions that users perform on your digital assets, at the moment they are all paid but I recommend you try them to evaluate if it pays off in your case.
– Parallel tracking with GA4 , Google Analytics is the main analytics tool and that is difficult to change, the GA4 version is Google’s bet to be compatible with privacy, start now to capture historical data.
– Data integration, to have a picture as realistic as possible of your digital business; it is necessary to generate models with integrated data from different sources, each one will give you a different perspective that will help in the analysis (data with cookies, without cookies, CRM, ERP, Pixels, Offline).
In any case a good analytics system goes from STRATEGY to technical development, NEVER the other way around.
Whatever your situation, you may be interested in our Analytics 4 Growth Playbook where we help you get there https://lnkd.in/ekt6iYs5
