2 changes in digital marketing that you should prepare for
Posted: Wed Dec 04, 2024 6:04 am
2 changes in digital marketing that you should prepare forOver the next few months, there will be two changes in the world of digital marketing that you should take into account, since, unlike the constant and usual changes in this sector, these changes modify the rules of the game.
The 2 changes we are referring to are:
Universal Analytics will be discontinued in June 2023.
Google Chrome, the most widely used browser, will block third-party cookies.
How to deal with these changes?
In the case of Universal Analytics, the solution is simple and comes from Google itself: Analytics G4.
Analytics G4 will be the new web analytics tool that will definitively replace Universal Analytics.
Our advice is to set up Analytics G4 as soon as possible and start latvia business email list getting familiar with its interface and the way it delivers data, as it is quite different from the familiar Universal Analytics interface.
In addition to setting up the tool itself, especially regarding conversions, don't forget to link G4 to your advertising networks to continue obtaining data that will allow you to optimize your campaigns and measure their performance.
Start as soon as possible because, as we have already said, it is quite different from UA. And the months fly by. We also recommend that, for the time being, you keep both analytics, since G4 is not the final version and some changes are being made to the tool. There is no problem in keeping both analytics coexisting.
And it's a good way to compare how each presents data while getting used to using it.
Regarding the blocking of third-party cookies by Google.
It is a block (which already exists in Safari and Firefox) that has been announced for some time and its activation has been postponed several times as a result of protests from a large number of companies that serve advertising and for which third-party cookies are vital to their business.
But after several delays, it now appears that third-party cookies will disappear from Google Chrome in the coming months.
These types of cookies are used by many advertising platforms to identify users and, among other things, offer them personalized advertising. This means that if you are using advertising platforms as an advertiser, you will have to adapt to this change as soon as possible.
Companies are developing alternative options that will need to be implemented so that you can continue monitoring the results of your digital advertising investments. A good example is the Facebook Ads conversion API , which has already announced that its current tracking pixel will soon stop working.
Chances are you're using Meta's advertising platforms (Facebook and Instagram) to advertise. Implement the Conversions API now so you have time to check that it's working properly. And the same for the rest of the platforms.
We advise you to contact all the third-party cookies you are using or are going to use, find out how they are dealing with this issue of third-party cookies and explain what you should do to maintain control over campaign optimization.
The 2 changes we are referring to are:
Universal Analytics will be discontinued in June 2023.
Google Chrome, the most widely used browser, will block third-party cookies.
How to deal with these changes?
In the case of Universal Analytics, the solution is simple and comes from Google itself: Analytics G4.
Analytics G4 will be the new web analytics tool that will definitively replace Universal Analytics.
Our advice is to set up Analytics G4 as soon as possible and start latvia business email list getting familiar with its interface and the way it delivers data, as it is quite different from the familiar Universal Analytics interface.
In addition to setting up the tool itself, especially regarding conversions, don't forget to link G4 to your advertising networks to continue obtaining data that will allow you to optimize your campaigns and measure their performance.
Start as soon as possible because, as we have already said, it is quite different from UA. And the months fly by. We also recommend that, for the time being, you keep both analytics, since G4 is not the final version and some changes are being made to the tool. There is no problem in keeping both analytics coexisting.
And it's a good way to compare how each presents data while getting used to using it.
Regarding the blocking of third-party cookies by Google.
It is a block (which already exists in Safari and Firefox) that has been announced for some time and its activation has been postponed several times as a result of protests from a large number of companies that serve advertising and for which third-party cookies are vital to their business.
But after several delays, it now appears that third-party cookies will disappear from Google Chrome in the coming months.
These types of cookies are used by many advertising platforms to identify users and, among other things, offer them personalized advertising. This means that if you are using advertising platforms as an advertiser, you will have to adapt to this change as soon as possible.
Companies are developing alternative options that will need to be implemented so that you can continue monitoring the results of your digital advertising investments. A good example is the Facebook Ads conversion API , which has already announced that its current tracking pixel will soon stop working.
Chances are you're using Meta's advertising platforms (Facebook and Instagram) to advertise. Implement the Conversions API now so you have time to check that it's working properly. And the same for the rest of the platforms.
We advise you to contact all the third-party cookies you are using or are going to use, find out how they are dealing with this issue of third-party cookies and explain what you should do to maintain control over campaign optimization.