Are you concerned about the impact that a cookieless future will have on your brand?
87% of marketers believe data is their most underutilised asset – it’s time to change this. The removal of third-party cookies is imminent, despite Google pushing it back once or twice. Change is coming, so it’s up to your company to stay ahead of the curve by building up as much data as you can. But how?
What are cookies?
Cookies track internet users when they interact with your brand – whether that’s on your website or your social media landing pages. Third-party cookies are great to use at the moment as they’re easy to use and provide essential information on your audience, which you can then use to inform your marketing.
Is there more than one type of cookie?
There are two types of cookies: Third-party cookies and first-party cookies. Third-party cookies come from sites which track information on your audience and send that information to you. This could be information like their browsing history or the pages they have visited.
On the flip side, first-party cookies are those you have actively set up to collect data – from a form, for example.
While third-party cookies are being faded out by Google, first-party cookies are here to stay, giving you some control over the data you collect about your audience. Now, you’ve got to get smart about how you collect that data.
Why is Google removing third-party cookies?
Privacy is becoming ever-important, and consumers want to know their data isn’t being sold to companies. In recent years, many privacy-friendly policies have cropped up that give users power over their data, for example, Apple’s App Tracking Transparency feature. Google is simply doing the same!
Our tips for making data your most-utilised asset
Businesses need to act now if they are to prosper amid this uncertain period of data collection. After all, the more data you have about your audience, the better you can target them and get them to buy your products or services. It’s time to learn how you can make data a more integral part of your marketing strategy.
- Use Google Analytics 4
Google Analytics 4 (or GA4, for short) is a marketer’s best friend when it comes to collecting, tracking and analysing data. Many brands use Google Analytics, but they’re missing out on the benefits of the latest version, GA4. The main benefit of this new analytics is machine learning. GA4 is able to accurately fill the gaps in your data, powering your marketing campaigns with better insights.
- Don’t just collect data. Integrate it
If your data doesn’t flow freely between touchpoints, you’ll lose sight of where your consumers are in the funnel.
It’s time to make sure your data tracking systems are talking to each other – especially between your advert, landing page and website.
- Automatically visualise your data with Looker Studio
If you want to see your data in one place and analyse it at a glance, then you’ll need a snazzy data visualisation dashboard. We suggest using Looker Studio, the new version of Google Data Studio, which can be easily integrated with GA4 for that seamless communication between analytics and visualisation. This will help brands with data-driven marketing attribution.
40% of businesses say they’re planning to increase their investment into data-driven marketing. We’re believers that, whatever your budget, you can make a bigger impact – simply by using data to maximum effect!
As a specialist in Conversion Rate Optimisation (CRO), we offer multiple digital services that help brands better understand their audience to achieve their targets, including GA4 packages to:
- Help businesses transition from the outdated Universal Analytics to Google Analytics 4
- Help upskill teams through invaluable GA4 training
- Create analytics dashboards, including setting up conversion funnels so brands never lose track of their prospects
As a full-service marketing agency, everything we do is integrated. Our advertising and creative services link seamlessly with our digital offerings, ensuring touchpoints can be attributed throughout the funnel.
Are you interested in one of our services? Get in touch, and we’ll show you how you can make data your most valuable asset.