The 5 Post-Cookie Initiatives We’re Keeping, With Gratitude to Google
In a surprising turn of events, Google announced that cookies will be sticking around indefinitely, much to the relief of advertisers. While this news may provide some comfort, it’s important to acknowledge that cookies, in their current state, are far from perfect and are slowly inching closer to extinction. This article will explore five post-cookie initiatives that advertisers should focus on to adapt to the changing landscape.
First and foremost, advertisers should prioritize server-side tracking to collect first-party data. Unlike third-party cookies, which are vulnerable to browser limitations and privacy regulations, server-side tracking uses first-party cookies that advertisers own. By investing in server-side tracking through the use of Customer Data Platforms (CDPs) and server-side Google Tag Manager tracking, advertisers can improve the accuracy of their conversion tracking and avoid any data gaps caused by browser blocking or ad blockers.
Secondly, advertisers should leverage advanced platform analytics to gain a deeper understanding of how online actions impact pipeline and revenue. Platforms like Google’s Enhanced Conversions and Meta and LinkedIn’s CAPI models provide advertisers with more ways to analyze data and identify high-value users. Additionally, advertisers should ensure that their Customer Relationship Management (CRM) system is set up effectively to provide unbiased cross-channel insights. Regularly cleaning and segmenting data and feeding it back into platforms is crucial for accurate analysis.
Thirdly, advertisers should adopt a broader perspective on analytics. Even with the existence of third-party cookies, they were unable to provide insights into which purchases or engagements were incremental. Lift tests and Marketing Mix Modeling (MMM) tools can help advertisers assess the actual impact of their ads and optimize their budget allocations. These initiatives measure different metrics than cookies and can help advertisers make more effective spending decisions.
Furthermore, it is essential for advertisers to align on Key Performance Indicators (KPIs). Regardless of the presence of cookies, many brands still lack consensus on the most important goal for growth or improvement. Without a shared vision for success, discussions about cookie tracking become futile. Establishing clear KPIs and ensuring alignment within the organization is crucial for long-term success.
Lastly, advertisers should stay informed about industry news and trends. By looking beyond the headlines, advertisers can gauge how developments in the industry are affecting similar organizations and anticipate future changes. Building a network of trusted sources and staying in close contact with them is essential for predicting how to be more effective in the future.
While the news of cookies sticking around may provide temporary relief, it is important not to rely on them as a long-term strategy. Advertisers should focus on initiatives like server-side tracking, advanced platform analytics, a broader perspective on analytics, alignment on KPIs, and staying informed about industry news and trends. These initiatives will ensure that advertisers have control over their analytics future, rather than being dependent on Google.
