Personal data no longer needs an introduction
It used to be the Eldorado of web marketers. Now it feels like a pole challenge on Koh Lanta under tropical rain combined with a tsunami. You have understood it: in 2021, a storm hit our digital island.
AMPP was implemented and, as if that were not enough, the cookie policy was reinforced through the new ePrivacy directive.
But as you know, at Dataventure, we face storms head on. Here, we will explain how cookies work, their impact, and above all provide you with a simple solution to work around this policy while fully complying with the legislation.
ePrivacy and GDPR for beginners
Apologies for the adjective, but if these two terms mean absolutely nothing to you, this quick reminder will be essential.
How do cookies work?
In practical terms, they are text files, quite incomprehensible for non specialists, which are stored on the user’s device when they visit a website. These files contain various pieces of information about the user and their browsing activity. They serve several purposes:
Necessary: mandatory for the proper functioning of the website
Functional: allow certain features to operate, for example sharing content on social networks or staying logged in
Statistical: used to measure website performance
Personalization: used to personalize content according to the user’s browsing behavior and or personalize third party advertising
What impact does this have on acquisition emailing?
Google Analytics, Eulerian and many others, does that ring a bell? You are certainly using one of these tools to measure the performance of your advertising campaigns. From now on, if cookies are not fully accepted, they will not be able to identify the actions of the prospect targeted by your emailing campaign.
As a result, the level of activity reported will depend on the level of cookie acceptance configured by the targeted users.
This directly impacts performance analysis:
Traffic quality KPIs such as visits, time spent, bounce rate
Transformation and conversion KPIs such as leads, quotes, carts, sales
Nota Bene: we have developed a campaign monitoring platform for email and SMS campaigns. In short, we know in real time for each campaign conducted the volume of unique clicks generated and the budget spent. In reality, it is much more complex, but since we have other things to tell you, we will stay focused on our topic.
Today, between the clicks generated by our campaigns and the sessions recorded on site, we observe a loss ranging from 30 to 60 percent across all our advertisers. These figures potentially represent as many unidentified conversions. As a result, tracking campaign profitability becomes VERY complicated. With the same level of investment, an advertiser may report 50 percent fewer sales or leads.
Conversion or transformation rates may fail to meet objectives, even though the campaign is actually performing well. So how can you continue analyzing KPIs after reading all this?
Our solution for tracking the performance of your acquisition email campaigns
You could apply a ratio based on the estimated cookie acceptance rate on your site. But ratio means approximation, and at Dataventure, we are not big fans of guesswork.
Our technical teams therefore looked for the best solution and developed an easy to implement module that allows you to return to full sales attribution. This solution complies 100 percent with the requirements of ePrivacy, GDPR, CNIL and the other acronyms that can sometimes be intimidating in our industry. We called it Tracking S2S.
Tracking S2S
It sounds impressive, does it not? In practice, it is a server to server tracking system that frees you from relying on cookies placed on the user’s device by identifying the partner who distributed the campaign, in this case us.
It works a bit like multi cushion billiards where everyone wins.
As you have understood, our method allows you to avoid the storm.
With S2S tracking, you benefit from tracking and conversion attribution for acquisition email campaigns without ever transferring any personal information about the targeted prospect.
And if you are not familiar with this type of solution, our technical teams can support you with its implementation. We will carry you all the way to the final.
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