How do we live in a data driven world, without cookies?
By John Burke
The phase out of our beloved cookies is expected to finish in 2022, which means our cookie-less future is coming quick. Personalisation and tracking will become harder and analysing a ‘session’ will become difficult.
But Google has provided hope. Introducing Conversion Modelling – an important reporting measurement change that has come into place within Google Campaign Manager, that will soon become a key feature throughout Google Analytics 4.
So, what is Conversion Modelling?
Conversion modelling uses predictive machine learning to look at unattributed conversions and attribute them to clicks and impressions. The models calculate when an interaction (impression/click) likely led up to a conversion, when direct attribution isn’t possible due to browser technology cookie restrictions.
Compared to previous methods of looking at the cookies, this is a positive change in terms of performance measurement, particularly for impression-based channels. The future is looking bright for Conversion Modelling, and we’re expecting an uplift in variable performance. But in the short term we’ll still be relying on client volumes of Apple Safari and Mozilla Firefox traffic, based on their strict cookie controls. In short, Google will be able to ‘fill in the blanks’ where a user hasn’t provided their tracking consent.
This new tool has come about as an answer to recent changes in the industry. For example, the new browser updates, specifically the recent versions of Apple Safari, that restrict third-party cookies introduced gaps in the ability to measure and record online conversions.
Gimme, Gimme, Gimme
We know. It’s very exciting, and the possibilities are unlimited. But when will it happen? Good news. Conversion Modelling is already here and has been since 30th September. At this point, all of our clients will be eligible to have modelling conversions included in their reporting, starting with a portion of traffic and ramping to 100% over 1-2 weeks. But any data from before 30th September will not be filed.
It’s an exciting time for what the future may bring, and we’re excited to get started. If you’d like to find out more about Conversion Modelling and its impact on the market, please get in touch with us.