Marjorie Vizethann’s Post

There has been lots of talk about the loss of 3rd party cookies on Google's Chrome browser and how that affects digital marketers. We are dedicating a blog post and a two part LinkedIn series to this important topic!

Google is keeping cookies for now...but according to Laura Schiele it is important to develop other methods of data collection: Server-side tracking to collect first-party data Setting up advanced platform analytics (Enhanced Conversions, CAPI, offline conversion tracking) and shoring up CRM data Testing different ways of looking at attribution Aligning on North Star KPIs Keeping a close eye on industry news and trends Find out more in this article on Search Engine Land #ppc #cookies #seo #paidmedia https://lnkd.in/enTFGaZ8

At the end of last month, Google once again announced a setback in its deprecation of third-party cookies for its Chrome browser, stating 'regulatory hangups and insufficient industry readiness' [The Drum, 2024] as the reason for the delay. What does this mean for digital marketing campaigns going forward? 🔷 More time to prepare! Outsource to Digital Willow: Our experts can help you navigate the transition. 🔷 Start collecting your own data now: Build a strong customer database. At Digital Willow, we can help you set up website forms and establish a robust CRM database to accommodate the beginning of this process. 🔷 Alternatives to cookies: We're already well underway in using and perfecting our use of data-collecting alternatives to cookies. Get in touch to discover how our insider knowledge could help your business. What to find out more? Contact us direct to find out how we can lead your business through the fog of a burgeoning, cookieless world: https://loom.ly/tWv4-N8 #DigitalMarketing #Cookies #Google #3rdPartyCookies

I'm being relentlessly pursued across the internet by all the 'smart wallets' out there, the super-slim designed card holders made of Kevlar/dinosaur bone. I'm not sure where or when I gave off any signal that come the start of 2024, I need one of these things urgently (ignoring the fact 99% of my purchases are tapped by a phone). Likewise, I'm not sure where or when I indicated I would prefer to carry US dollar bills in a gangster-sized money clip, or 12 credit cards (if the generic creative is anything to go by). I'm excited by the idea of having something 'military grade', 'camo' themed and 'indestructible' in my pocket (!), but not enough to make an immediate decision to buy one. But I've strayed into a data set somewhere, one which is being appended to a customer profile seemingly shared by every smart wallet outfit in existence. Every message and creative treatment being the same, every Trustpilot review being 5 stars, negligible difference in price point and all discounting... Somewhere the planning has clearly gone wrong, or a machine is making the same decisions for everyone. But the perceived 'identity crisis' won't be fixed by a template approach. It always starts with better planning... 👇

While it might be easy to breathe a sigh a relief over Google's decision not to proceed with the planned deprecation of cookies, it's important to know that the company's new plan to allow users to control acceptance still carries significant implications for those dependent on Chrome's cookies for data. Marketers can no longer wait to seek out digital marketing processes and strategies that not only obtain and expand their first-party intent data collection, but also take measure to keep it safe and secure. While there won’t be a single solution or technology that will replace third-party cookies, there are effective strategies to navigate this transition. By focusing on a refreshed data strategy, you can stay ahead of the curve. Here are three ways to prepare for a post-cookie future: 1️⃣ Audit your own data, ad-tech partners, and vendors. 2️⃣ Explore alternative options to research and identify target audiences. 3️⃣ Build a strategy around first-party data and zero-party data. To learn more about cookie-less marketing with privacy-friendly strategies, head to our blog: https://hubs.li/Q02McdX20 #abm #marketing #cookies #google #data #marketing #seo #advertising

So today is the day Google starts to move away from 3rd party cookies. Well…starting with 1% of all Chrome users (obviously all about the suspense!). Cookie-a-geddon is officially upon us...just a very slow death… But it still prompted us to revisit an article from Digiday same time last year (link in comments) which outlined the various ways identification could now be supplemented through god-knows-how-many-providers-and-types…and it raised two very important questions… What data do you even need? And when do you introduce it? Vital to understand what data signals convert, and what data signals ‘attract’. Start there. Your customer data is not always a reflection of marketing effectiveness, so chasing look-a-likes (those good old days of matching 3rd party cookies with customer profiles…) might not deliver the returns you hoped for. Jumping in both feet first to solve your ‘identity crisis’ is ill advised then. You need to interrogate your customer data to understand what triggered an attraction to your brand/product in the first place. The emotional pull, and what data/spaces would help exploit that. Then what signals triggered the conversion which follows, the creative tweaks and appropriate channels to deliver it. Funnel marketing 101. What deterministic/probabilistic data is required becomes a lot more prescriptive from that point, likewise the means to navigate the sea of suppliers who apparently hold the type of data you need, and when best to utilise it. Planning needs to change in this cookie-less future. How we grapple with identity is sometimes at odds with basic marketing principles. Happy to be told otherwise... 👇 #marketing #cookies #CookieAGeddon #backtobasics

As the digital landscape undergoes transformative changes with Google's impending Q3 2024 cookie deprecation, staying ahead of the curve is crucial for successful advertising strategies. 🍪🔍 That means ensuring you are using all the privacy-driven data collection tools at your disposal, starting with Google Ads' Enhanced Conversions. 🚀 What is Enhanced Conversions? Google Ads' Enhanced Conversions is Google's solution designed to navigate the challenges posed by cookie deprecation. It leverages first-party data, providing advertisers with more accurate and reliable insights into user behavior. 🎯 Key Benefits: 1️⃣ Improved Measurement Accuracy: Enhanced Conversions utilizes first-party data to provide more accurate attribution models, ensuring your marketing efforts are more precisely tracked. 2️⃣ Customer-Centric Approach: By focusing on first-party data, Enhanced Conversions prioritizes user privacy and aligns with the evolving digital landscape's privacy expectations. 3️⃣ Optimized Campaign Performance: Make data-driven decisions with confidence as Enhanced Conversions helps you understand user interactions better, leading to more effective and efficient advertising campaigns. 🔧 How to Get Started: 1️⃣ Update your Google Ads conversion tracking to benefit from Enhanced Conversions by going to Tools and Settings > Conversions > Settings in your Google Ads account. 2️⃣ Explore the enhanced insights in your conversion reporting dashboard. 3️⃣ Fine-tune your campaigns based on the richer data provided by Enhanced Conversions. #DigitalMarketing #GoogleAds #EnhancedConversions #MarketingInnovation #CookieDeprecation #DataPrivacy #AdvertisingStrategies #MarketingTips

🔥🔥These are the 5 must-haves to keep your conversion tracking intact for all channels. ✅Tracking your campaigns has become increasingly harder due to privacy restrictions. These are the five things you can do to maximize your tracking and conversion measurement, within GDPR regulations. 📊 👉1️⃣ sGTM Server-side Google Tag Manager allows for the best tracking in a controlled environment. It will help you move away from browser blocking (ITP) and ad blocking, resulting in more data. 👉2️⃣ Enhanced conversions Enhanced conversions are Google’s answer to the changing tracking environment. Make sure to implement them. They will help you measure 3-5% more conversions in Google Ads. 👉3️⃣ CDN Connecting a CDN to your server-side tracking helps you to maximize your tracking for people who use Safari. Have a lot of Safari users? Make sure to add a CDN to your TAGGRS setup. 👉4️⃣ TAGGRS Enhanced Tracking Script This is a variation on the regular GTM tracking script, which you place in the <head> and <body> of your website. This script helps you to counteract the effect of ad blockers. 👉5️⃣ Consent Mode V2 Google’s Consent Mode is a new way to minimize data loss from users not accepting tracking. If implemented correctly, it will help remodel valuable data. 🔥When you combine these methods into your tracking setup, you will have a great advantage in your marketing campaigns and in your GA4 account.💪 🔥Did you set up all of those? Or, if you are facing any issues to set up? Don't worry,, Feel free to DM me and let's troubleshoot everything together.. 🔥Want to know more, then join my Facebook Group: https://lnkd.in/gDyeH3Gs Tags: 🔥💼 #DigitalMarketing #WebAnalytics #DataDrivenDecisions #CustomerInsights #MarketingEffectiveness #ConversionOptimization #UserExperience #OnlineSuccess #LinkedInMarketing #BusinessGrowth #GTM #GoogleTag #Analytics #GA4 #MarketingTechnology #googletagmanager #googleanalytics #googleanlaytics4 #update.

Common Terms In Google Analytics: 1. Users As the name suggests, a user is a person that visits your website. Each user in Google Analytics is identified under a unique user ID which is stored in the browser cookie. A user can visit a website multiple times and browse different pages. And this will not add to the user count. As explained earlier, every time Google Analytics tracking code is executed or in other words some one visits your website, Google Analytics looks for the browser cookie first. If not found then the user is attributed as new and it sets a new browser cookie. And if found the user is categorized as returning. 2. Session A session is a combination of page views and interaction on your website by a single user in one visit. As mentioned above, the default session duration is 30 minutes of inactivity. This means if a person visits your website, consumes the content you have published, leaves the browser open and does not engages with content for 30 minutes then the session will expire. And if the page receives engagement from the same user after 30 minutes, it will be counted as a new session. 3. Bounce Rate Bounce rate is defined as the percentage of sessions with only single page view. This is a very useful metric as it lets you know if visitors are browsing through other pages on your website or not. Also, with the help of this you can get an idea on how your site’s performing across other devices. For example, a higher bounce rate on mobile as compared to tablet and desktop will suggest that mobile version of the website might need some improvement. However, before you start making any changes you will have to take into account other factors as well. #GoogleAnalytics #GoogleTagManager #GA4 #Tracking #WebAnalytics  #ConversionTracking #DigitalAnalytics #DataDrivenMarketing #AnalyticsStrategy #ConversionTracking #OptimizePerformance #DigitalMarketing

🔥𝟓 𝐭𝐚𝐜𝐭𝐢𝐜𝐬 𝐭𝐨 𝐦𝐚𝐱𝐢𝐦𝐢𝐳𝐞 𝐲𝐨𝐮𝐫 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐦𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 𝐰𝐡𝐢𝐥𝐞 𝐬𝐭𝐚𝐲𝐢𝐧𝐠 𝐆𝐃𝐏𝐑 𝐜𝐨𝐦𝐩𝐥𝐢𝐚𝐧𝐭: Tracking your campaigns has become increasingly harder due to privacy restrictions. These are the five things you can do to maximize your tracking and conversion measurement, within GDPR regulations. ⭐Embrace Server-side GTM: Ditch browser restrictions! Server-side Google Tag Manager offers a controlled environment for tracking, helping you overcome ad blocking and ITP (Intelligent Tracking Prevention) for more data. ⭐Level Up with Enhanced Conversions: Google's answer to the evolving tracking landscape? Enhanced conversions! Implement them to capture 3-5% more conversions within Google Ads. ⭐Boost Safari Tracking with a CDN: Heavy Safari user base? A Content Delivery Network (CDN) connected to your server-side tracking helps maximize data collection even for Safari users. Consider adding a CDN to your TAGGRS setup. ⭐TAGGRS Enhanced Tracking Script for the Win: This advanced script, a variation on the standard GTM tracking script placed in your website's <head> and <body>, helps counteract the effects of ad blockers. ⭐Minimize Loss with Consent Mode V2: Google's Consent Mode V2 offers a new approach to minimize data loss from users who opt out of tracking. Implemented correctly, it helps you reconstruct valuable data. By combining these methods, you'll gain a significant edge in your marketing campaigns and boost your GA4 account with richer data. 𝐈𝐟 𝐲𝐨𝐮 𝐡𝐚𝐯𝐞 𝐚𝐧𝐲 𝐪𝐮𝐞𝐫𝐢𝐞𝐬, 𝐅𝐞𝐞𝐥 𝐟𝐫𝐞𝐞 𝐭𝐨 𝐚𝐬𝐤 𝐦𝐞 𝐨𝐫 𝐜𝐨𝐧𝐭𝐚𝐜𝐭 𝐦𝐞 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐥𝐲: 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥 𝐂𝐨𝐧𝐭𝐚𝐜𝐭 𝐈𝐧𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧: ➡️𝗙𝗮𝗰𝗲𝗯𝗼𝗼𝗸: https://lnkd.in/gGwVteqR ➡️𝗜𝗻𝘀𝘁𝗮𝗴𝗿𝗮𝗺: https://lnkd.in/gvWtBw9X ➡️𝗨𝗽𝘄𝗼𝗿𝗸: https://lnkd.in/ggcusTtS ➡️𝗪𝗵𝗮𝘁𝘀𝗔𝗽𝗽: https://wa.link/nhq2j6 ➡️𝗟𝗶𝗻𝗸𝗲𝗱𝗶𝗻: https://lnkd.in/gMGWrx9H #ga4 #googleanalytics #googleanalytics4 #gtm #googletagmanager #googletgmanager #serverside #ecommerce #ecommercetracking #ecommercetrackingexpert #pixel #conversionapi #conversionapiwithgtm #dataanalytics #marketinganalytics #dataanalyst #freelancingtips #freelancingbusiness #foryou #FreelancingCourse #marketplace #DigitalMarketing #ga4 #webanalyitcs #googleanalytics4 #digitalanalytics