The Cookie Jar Remains Firmly Open

We use a whole suit of third-party cookies to measure anything from a website session, to inserting various elements of personalisation to a customers journey, to measurement of conversions or leads, all the way through to the data we know and love in Google Analytics to help us understand the ways customers interact with brands online.

Keeping these cookies online, will continue to give us loads of insight, and ensure that relevancy remains high with brand messaging through the conversion funnel.

“Whilst all that sounds great, cookies remain a far from perfect solution”

Whilst all that sounds great, cookies remain a far from perfect with solution, with the UK acceptance rate hovering around an average of 24%, with some industries as low as 5%. This change in policy has also raised some interesting questions around the stranglehold that Google has over the advertising industry. Hundreds of thousands (if not millions), of pounds have been spent on finding new solutions that comply with advertising regulations, as well as Google’s own strict APIs.

With acceptance rates as low as they currently are, we’re choosing to continue to push ahead with implementing cookieless solutions in partnership with our clients. It’s clear that the ‘tech giants’ of the world view these cookies as old hat, and are actively looking at new solutions themselves e.g. The Meta Conversions API is now their primary recommended source of truth, and we’re seeing many other platforms move to API based solutions.

By continuing to press on with implementing the new solutions alongside the old, we’ll be in a position to build up a data set, that allows further visibility on effectiveness alongside good old fashion sales data, in turn leading to bigger and better campaigns in the future.

For more information on the best measurement solution for your campaign, get in touch with Ruston.butcher@umww.com