Personal data no longer has a definition. It used to be the Eldorado of web marketers, but now it’s like a pole vault off Koh Lanta in tropical rain and a tsunami. As you may have noticed in 2021, it’s a storm that’s raging across our digital island.
AMPP has been introduced and, if that were not enough, the Track sales and leads new ePrivacy directive has strengthened the cookie policy.
DataventureBut as you already know, we can weather any storm. Here we will explain how cookies work, their impact and, above all, we will give you a simple solution to get around this policy in compliance with the law .
Privacy and GDPR for dummies
Sorry for the adjective, but if these two terms america cell phone number list mean nothing to you, this little reminder will be essential.
How do cookies work?
Essentially, these are text files (quite incomprehensible to the uninformed, we’ll spare you the detail) that are recorded on the Internet user’s device when he or she visits a website. These files contain various information about the user and his or her browsing. They are useful on several levels:
Necessary : mandatory for the proper functioning of the site,
Functional : Used to perform functions (e.g. sharing content on social media, staying logged in, etc.),
Statistics : Used to measure site performance,
Personalization : allows you to personalize content based on the user’s browsing habits and/or personalize third-party advertising.
What impact will the acquisition email have?
Google Analytics, Eulerian and many others – do they sound familiar to you? You probably use some of these tools to measure the performance of your advertising campaigns. From now on, if you do not fully accept cookies, they will not be able to identify the prospect’s actions in your email campaign.
Therefore, the level of activity reported will depend on the level of acceptance of cookies by the Internet users to whom they are addressed.
This has an impact on the analysis of the performance of the operation:
Traffic quality KPIs (visits, dwell time, bounce rate, etc.)
Transformation and conversion KPIs (lead, budget, basket, sales)
Note Bene: We have developed a platform for are you starting to have registered contacts? monitoring email and SMS campaigns. Basically, for each campaign we run, we know in real time the volume of unique clicks generated and the budget spent. In reality, it is much more complex, but since we have other things to tell you, let’s focus on our topic.
Today, between the clicks generated through our campaigns and the sessions received on-site, we see a loss of between 30 and 60% across all our advertisers . These figures potentially Track sales and leads represent as many unidentified conversions. This makes tracking the profitability of a campaign VERY complicated. For the same expenditure, an advertiser can record 50% fewer sales or contacts .
A campaign’s conversion or transformation rates may not meet its objectives, when in fact its performance is good.
How can you continue to analyze your KPIs after reading all this?
Our solution for tracking the performance of your email acquisition campaigns
You could apply a ratio based on the estimated cookie acceptance rate on your site. But ratios involve approximate data, and we don’t like approximate data at Adventure.
Our technical teams then looked for the best solution and developed an easy-to-implement module that allows for the attribution of total sales . This solution is 100% compliant qatar data with the requirements of ePrivacy, GDPR, CNIL and other acronyms that sometimes scare people in our sector. We call it “S2S Tracking “.
S2S Tracking
Sounds like a great name for a module, right? Translated, it’s a server-to-server tracking system that eliminates the need to place cookies on the Internet user’s device by identifying the partner that distributes the campaign, in this case us.