Third Party Cookies Archives - Datahash

Measuring the impact of Snap after 3rd Party Cookies

dh2admin — Wed, 01 Nov 2023 12:12:28 +0000

The world of advertising is undergoing a massive shift. Digital advertisements gave us the power to make Ads personal and assess how well they work.

A big factor for a while now has been ‘third-party cookies.’ They let us follow people online, understand what they do, while showing them Ads that are relevant to them.

Today, digital Ads are worth a huge $600 billion, and a whopping 83% of US advertisers use these cookies. But change is coming, data privacy has taken center-stage, and third-party cookies are going away.

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Marketers Measure Success Differently Owing to Data Privacy Updates

Nitigya Kuchhal — Thu, 13 Jul 2023 09:20:09 +0000

There could not be a better time to be an online marketer. The world of marketing is evolving at a fast pace. As per reports, 80% of marketers lead their customer experience initiatives across the business, while 94% of marketers globally view the marketing function as critical to drive growth.

A recent report by Salesforce studied over 2,500 global marketing professionals along with their businesses. The report revealed that marketers today are under pressure to optimize and prove their marketing ROI in a tough environment of digital privacy policy. All this while also keeping with the constant operating challenge of organizing and accessing quality data.

Today, marketers aspire to build a cross-channel view that provides a holistic view while enabling speed to insight and rapid decisions at the pace of their business. Reports show that marketers rely on data to inform and create personalized, trusted customer experience – all of which is directed to maximize ROI.

Privacy Changes Have Led to A Significant Shift in Marketing Strategies & Investments

In the last couple of years, data privacy regulations – GDPR, Apple Mail Privacy Protection, and the deprecation of third-party cookies by Google have pushed marketers to adopt a consent-based route to collecting data. 90% of marketers agree that recent data privacy changes have fundamentally changed how they measure marketing performance.

Focus on Data Quality

Marketers need to know that they can rely on the data being collected to drive outcomes. Four In five marketers indicate that data quality is crucial to driving marketing-led growth and customer experiences.

But not everyone has access to a reliable data foundation nor the ability to unlock it. Marketers say employee resources and manual data integration are top challenges in efficiently evaluating performance. Though marketers are investing in analytics technology, only 51% of marketing teams currently have employees dedicated to analytics, according to the marketing report.

A Centralized View of Data

Reports suggest that 98% of marketers emphasize the importance of having a complete, centralized view across all cross-channel marketing. Marketers are required to integrate data across business units and sources while also being able to generate and deliver value. A unified data view allows marketers to lead growth in their organizations while engaging with customers.

90% of marketers plan to either increase or maintain investments in marketing analytics
88% of marketers plan to either increase or maintain investments in customer data platforms
87% of marketers plan to either increase or maintain investments in real-time interaction and personalization

Source Credit: Salesforce

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Navigating First Party Data – For Publishers

Nitigya Kuchhal — Wed, 28 Jun 2023 12:54:51 +0000

The new privacy legislation, the elimination of third-party cookies, and the development of tracking protection are moving publishers to reconsider data collection strategies. While first-party data collection is the most straightforward strategy that publishers can employ to keep up with changes – it is crucial to understand first-party data as an alternative.

The biggest challenge for media houses will be to execute a first-party data strategy that integrates with data-driven subscription, registration and operations. All this while adhering to privacy regulations to retain the customer’s trust.

The Crucial Role of First-Party Data

Early adoption of first party data can help publishers be independent while building deeper relationships with customers and contribute to sustainable growth through multiple revenue streams.

Publishers reside in two groups: Those that have been collecting first-party data for years, and those that are scrambling to catch up. Billions of dollars are at risk for those publishers without the targeting data to power programmatic campaigns, which represent upward of three-quarters of all digital campaigns globally.

Publishers that proactively address the challenges of identity resolution, are much better positioned to protect relevance and growth in the long term.
Future models and innovations in Ad tracking must provide better detail on the consumer’s journey, with consumer needs and expectations kept front and center.
Publishers that demonstrate the ability to reach consumers at the point of purchase with relevant opportunities and recommendations will benefit from new consumer purchase norms. Adopting best-practice alternative solutions for ad targeting is driving the publisher’s pivot to first-party data collection through direct-to-consumer relationships.

The Value of Direct Relationships

As third-party cookies disappear, advertisers will need privacy-compliant first-party data to understand their audiences’ interests online. And its publishers who understand the behavior of individuals on their websites — they know what the interests of their users are, how long they spend on-site, how many times they visit, and whether their browsing habits have changed. Working with publishers provides a privacy-safe environment for advertisers to buy in, built on top of consented first-party data and without the need for third-party cookies.

How Can Publishers Use First Party Data to Improve Revenue?

First party data offers valuable insights into real-time user interaction and preferences, which enables publishers to sell their ad space for higher rates. The data allows advertisers to relate and respond to customers in highly personalized and more immersive ways. Hence, they are willing to pay higher CPM rates for reliable, first-hand user data.

Personalized experience

Visitors enjoy a personalized experience, and a first party data strategy enables both publishers and advertisers to provide that. Audience engagement, time-on-site, and ad conversion rates increase when publishers and advertisers offer the right content that appeals to the website visitors.

Visitor Segmentation

Targeting a specific product to certain customers is crucial to increasing an advertiser’s return on investment. First party data enables publishers to group their users based on demographics, interests, and much more, making the data more attractive to advertisers. Having access to specific groups allows advertisers to deploy a highly efficient marketing strategy for each customer segment.

Mapping the customer’s journey

Marketers can map the customer’s journey by accessing first party data. Knowing customers’ different steps to convert is crucial for successful goal conversion. By using first party data, advertisers use the relevant message at the correct place and time to navigate a customer’s journey to conversion.

The First-Party Data Tech Stack

The first-party data tech stack serves as the engine for the first-party data strategy. Publishers can opt for first party data enablement solutions that are quick and easy to run with zero downtime. All of this must be achieved while keeping compliance and data privacy in sight. Another way to augment first-party data is through partnership with clean rooms, or tech companies which connect multiple, disparate first-party data sets with no data intermingling, in accordance with data regulations.

In order to grow first-party data and create value for consumers and advertisers, media companies must make fundamental structural and technological changes. Most media companies are structured with separate subscriptions and advertising operations. However, the future model will be a unified commercial strategy with consumer’s detailed, first party data at the centre.

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First Party Data Powers Digital Customer Engagement

Nitigya Kuchhal — Tue, 27 Jun 2023 08:02:01 +0000

Digital Customer Engagement can be described as proactive interactions conducted by a brand via digital channels to boost engagement and build relationships through the buyer’s journey. Being in touch with the customer has never held more importance than in today’s digital age, and businesses are on the lookout for innovative ways to connect with customers. Hence, this lays immense focus on the ability to conduct multi-channel marketing, to connect user experience while offline and online.

The past year has mandated a new approach to business. Facing economic uncertainties and a contraction of marketing budgets, brands know they need to do more with less. They need to continue to acquire new customers while also increasing customer loyalty to generate repeat business. And they need to do all that with fewer resources.

According to the State of Customer Engagement Report – “Those who embrace digital customer engagement are seeing results, despite the challenging economy. Data shows that investment in digital customer engagement increased revenue by 90% on average, up from 70% last year.”

Let’s Talk Third-Party Cookie Demise

We have already heard about the phase-out of third-party cookies and the grave implications it holds for digital marketers who care about campaign performance and Return on Ad Spends (ROAS).

The loss of third-party data will leave marketers, Ad agencies, and the publishing and media vehicles where advertising appears with little or no first-party data (data directly from consumers who consent to share it) in the dark about behavioural and demographic insights that currently help them create target audiences and segments.

After the loss of third-party cookies and identifiers, advertisers and publishers will find that the value of direct engagement with consumers will further increase. To create consumer connections, advertisers and publishers should create experiences that consumers consider worthwhile. Advertisers and publishers will also need to identify the investments and operating approaches that will help them stay connected with as many consumers as possible.

Creating consumer trust with compelling consumer experiences

The most prepared advertisers we studied are designing consumer experiences in which consumers actively consent to share data (for instance, transparency on data collected, visibility into value exchange, and data collection seamlessly embedded into user experience). Indeed, experiences that are valuable to consumers tend to generate data as a byproduct.

The right experience varies widely by industry, but the need for it is motivating many advertisers we studied to innovate. For instance, the most advanced companies have discrete consumer experience functions that work with the support of media, IT, and legal to responsibly capture and manage consumer data.

The implicit role of first-party data in this scenario

First-party data is still a subject that raises questions in the mind of a marketer. Is first-party data the ultimate solution to safeguarding signal resilience? How much time does it take to activate first-party data? Is there any downtime involved? How much of IT support will be required? So on and so forth.

The key benefits of adopting first-party data are as follows:

Data Control: Since the data being collected originates from your domain, it offers better control and ownership.

Reduces Cost: First-party data collection is the least expensive yet most accurate option. While it may require more time and involvement, it is worth the trouble.

Accurate, reliable, and relevant: With first-party data, you can be assured that you have accurate, reliable, and relevant information. It allows enhanced tracking of consumer behavior across your website that helps you gather key insights.

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Value of First-Party Data Activation for ECommerce Businesses

Nitigya Kuchhal — Wed, 14 Jun 2023 12:35:38 +0000

The third-party cookie demise resulted in the loss of identifiers and identity resolution. However, businesses across the board, especially e-commerce, are self-correcting by re-directing investments from third-party data platforms to first-party initiatives.

The Ability to Collect Data Within Compliance Norms

The first dilemma for marketers is the ability to collect data ethically in keeping with compliance mandates set forth by the regulations such as the GDPR and CCPA. A good first-party data collection solution is expected to take care of this process along with compliance requirements.

The benefit of focusing on first-party data is that it enables businesses to create personalized experiences for their user base and get direct insights into the customer’s product interest while creating personalized experiences for them. Because first-party data is owned by the business itself, it will have control over the data being collected.

While many understand that first-party data can inform advertising, there are other ways to use this data to power an e-commerce business. As information that is unique to the business itself, first-party data can inform everything from products and pricing to branding. For example, e-commerce marketers will know exactly how a customer interacts with a brand and its products and this allows for dynamic pricing catered to a specific consumer.

Effectively Target & Personalize with First-Party Data

First-party data allows e-commerce businesses to carry out in-depth targeting based on customer demography, preferences, payment methods, discounts, behavioral characteristics, Add to Carts, SKUs, purchasing frequency, and so on and so forth. This allows the marketer to identify, create specific target groups and personalize advertisements directed to the user.

With first-party data, you will be able to identify customers based on their transaction history. This is in addition to identification based on the type of vendor they prefer – credit, debit, UP etc.

Let’s break this down further as we go over a few Use Cases

Ability to Target & Help Cart Abandons

There are instances where customers add products to their cart but don’t check out. Access to first-party data helps you identify these customers and connect with them via e-mails, calls, Ads.

Positively Reinforce ‘Friendly Payers’

Certain customers who are regulars prefer a particular mode of payment. You can group these customers with their transaction mode – Credit, Debit, UP, or Net Banking. You can then send them a regular appreciation email or even targeted ads with relevant offers with their preferred mode of payment.

Segregate users based on buyer demographics

E-commerce marketers usually study buyer demographics – where users in a certain demographic tend to buy a particular product more often. This is usually influenced by buying trends and more.

Access to first-party data allows you to identify the most bought items for a particular region in the last 30 days. Send targeted Ads to let customers know when a product is back in stock and even re-target customers who like to purchase a certain item.

Lead with Loyalty Programs

Brands implementing a loyalty program on their e-commerce website or mobile app can reap benefits in collecting first-party data. In such cases, customers are extremely motivated to engage with the brand to provide additional personal information that they would have otherwise avoided giving. Earning rewards and benefits can also appeal to passive audiences also to shop repeatedly on the website. Incentives for website specific events like subscribing to the newsletter, completing a quiz, or their personal profile are becoming increasingly popular for brands running a loyalty program.

Why Ecommerce Marketers Love First-Party Data

Using first-party data you can personalize an eCommerce experience for customers far more easily. With second or third-party data you risk bumping your head against the constraints of how that data was collected. It comes from another organization whose goals will never align 100% with your own. If you want a job done right, do it yourself.

When brands show they are responsible for data collection and are using it to provide better shopping experiences, customers are inclined to assist with sharing more about themselves. With stricter government laws and data privacy regulations in place. Brands should prioritize the implementation of consent mechanisms that allow customers to opt into experiences of their choice.

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A Study: The Changing Landscape in Advertising and Media

Nitigya Kuchhal — Mon, 24 Apr 2023 21:03:45 +0000

Consumers are concerned about how their data is being used, and advertisers often don’t know what they are buying, where, and if their spending is impactful. This degraded consumer trust and lack of transparency in the digital world has led to a search for control. Big technology platforms are responding by restricting cookies in their browsers, and governments around the world are passing laws and instituting new regulations to protect consumers.

This means that the practices used for years in the industry are no longer sustainable, and data in advertising is breaking. Overall, advertisers have three categories of concerns: consumers’ brand trust; campaign performance and measurement; and transparency and efficiency of the buying process.

A survey conducted by the Permutive and AdExchanger captured leading brands. The study found that 98% of advertisers are concerned about online privacy and identity changes negatively impacting customer and audience trust.

This loss of trust is prompting consumers to opt out of tracking or use ad blockers. Nearly 40% of online users are browsing in cookie-less environments. Other research conducted shows that 75% of consumers are not comfortable purchasing from brands with poor data ethics.

With consumers increasingly exercising their choice to opt out of sharing their personally identifiable information is impacted.

The focus is to build sustainable campaigns

Policy changes around online privacy, user identity, and the loss of third-party cookies are resulting in too many advertisers lacking full transparency in segments of their digital ad buys, and their ability to measure online campaigns effectively is at risk.

In response, advertisers are building more direct relationships with customers and publishers and capturing more first-party data. They are focusing on accessing better data and analysis in combination with more effective advertising messaging and content, all with an eye to controlling costs and boosting ROI.

To counter data depreciation, 53% of advertisers are building more direct customer and publisher audience relationships, 49% are gathering and analyzing more first-party and contextual data, and 49% are revising their strategies and tactics. Related to these findings is that 42% of advertisers noted one of their approaches is more direct communication about data consent to their customers and audiences.

Actions taken to deal with issues around privacy, user identity, and loss of third-party cookies

The main actions advertisers have taken have been around collecting more first-party data (81%) and using others’ first-party data (64%). Advertisers have been reacting to industry changes with more internal actions and are now transitioning to look outward to share and access information with peers and test potential solutions.

Gathering and using first-party data is relatively new for over half of advertisers.

While it seems like the industry has been discussing and ideating on evolving privacy concerns and constraints for years, less than half of advertisers say they have been emphasizing gathering and analyzing first-party data for longer than six months. And 27% say their company has only just started to access more first-party data within the last six months (as of mid-2022).

These findings suggest that most advertisers have been lagging another segment of the industry that has taken quicker action related to these issues. Some of this lag may be partially due to Google moving their policy change deadline and advertisers continuing to use cookies. Yet clearly the trend is for advertisers to emphasize gathering and accessing more first-party data.

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Driving Customer Retention and Expansion in 2023

Nitigya Kuchhal — Mon, 24 Apr 2023 20:49:43 +0000

Consumers have high expectations when it comes to the quality of their experience and the level of personalization being provided by their favorite brands. They expect companies to deliver relevant content, offers, or messaging while respecting their privacy and upholding their preferences. Especially now, many consumers are more risk averse and are sensitive to messaging that doesn’t match their expectations.

How can businesses drive growth in times where there is strong economic pressure and buyers’ expectations are at an all-time high?

One area to focus on during economic instability is your customer base. Nothing is more important than ensuring your current customers are happy and their needs are met.

Speak to the Moment and Build Trust Through Targeted Consumer Messaging

By understanding your customers, you will learn to speak their language and this is the start to developing a long-term trusted relationship. This means you need to understand their business vernacular, experiences, challenges, and what drives them. Once you have that, the next step is to ensure you have a unified view of your customers to activate targeted engagements and messages (ex: offers) at scale and in real-time.

Embrace Consumer Sensitivity and Test New Pricing and Offers

Look for insights on how your own customer base is responding to price adjustments. Develop strategies to align different segments of your customer base with different offers by using trusted customer data and activate those offers in multichannel programs. Bonus, the information you learn about your customers with these programs can also be used in your strategies for attracting new customers.

Reinforce Your Privacy Preferences and Accessibility to Drive Trusted Experiences

Proper data collection and usage, privacy, and accessibility are more important than ever. Customers are keyed in on how companies are using their data and will be put off if they don’t think you’re being responsible with their personal information.

Make sure you have your customer data properly collected and organized so it’s easy to maintain privacy preferences.

The good news is your organization already has customer data. Some of it is probably being used and analyzed, which is great. The challenge is it can be outdated, incomplete, or stored in multiple places. That makes it more time-consuming and expensive to use effectively.

When data is in siloes or not collected in real-time, it can result in poor experiences. For example, a buyer might not have their privacy preferences updated accurately or they receive a communication that just misses the mark (which can be frustrating for a loyal customer).

Accurate customer data is essential to deliver the right results. Imagine how incomplete or outdated customer information can impact how that data is activated (email, mobile, website, product updates, etc.).

Aspects that help with retention

Respect privacy preference

With a unified view of your customers, you can ensure privacy regulations are adhered to and user preferences are upheld throughout the entire customer journey, because data silos are removed.

Use messaging that resonate

By bringing all of your customer data together, you will have relevant insights to ensure the right message is delivered to the right customer at the right time. A proven example of this is marrying call center data with website data. When a customer interacts with the call center, an agent will have all the relevant data on hand to facilitate the most impactful conversation ex: eligible for a device upgrade or a free promo.

Spot risk early and act

Having real-time customer data helps teams quickly examine patterns. Look for declines in product usage, regular purchases, etc. Teams should have programs ready to run for at risk segments.

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Data Ethics – It’s Role & Importance for Every Marketer

Nitigya Kuchhal — Mon, 24 Apr 2023 20:34:27 +0000

Data ethics refers to the principles and standards that guide the responsible and ethical collection, use, storage, and sharing of data. With third-party cookies phased out – being ethically on the right side is crucial for any modern-day marketer.

Marketers must balance the need to use data to drive insights and optimize marketing campaigns with the need to respect consumers’ privacy and ensure that their data is used in ethical and legal ways. Marketers today collect first-party data directly from their customers. Ethical data practices are crucial when it comes to first-party data collection – this is because companies have a direct relationship with their customers and are responsible for data privacy. An ethical consideration within first-party data collection is transparency.

Companies must be clear with customers about what data they are collecting and why, as well as how that data will be used. They should also provide customers with easy ways to opt out of data collection or delete their data if they choose to do so.

Another important ethical consideration is security. Companies must take steps to protect customers’ data from breaches or unauthorized access. This includes using secure data storage practices and regularly reviewing and updating security protocols.

In addition to ethical considerations, collecting and using first-party data can also provide significant benefits for businesses, such as insights into customer behavior and preferences. However, to do so in a responsible and ethical manner, companies must prioritize data ethics in all aspects of their operations.

Potential challenges for Business Leaders, Marketers, Brands

While privacy and ethical considerations are essential whenever companies use data (including artificial intelligence and machine-learning applications), they often aren’t top of mind for some executives.

In a 2021 McKinsey Global Survey on the state of AI, for instance, only 27 percent of some 1,000 respondents said that their data professionals actively check for skewed or biased data during data ingestion.

Only 17 percent said that their companies have a dedicated data governance committee that includes risk and legal professionals. In that same survey, only 30 percent of respondents said their companies recognized equity and fairness as relevant AI risks. AI-related data risks are only a subset of broader data ethics concerns, of course, but these numbers are striking.

Thinking in silos

Companies may believe that just by hiring a few data scientists, they’ve fulfilled their data management obligations. The truth is data ethics is everyone’s domain, not just the province of data scientists or of legal and compliance teams. At different times, employees across the organization—from the front line to the C-suite—will need to raise, respond to, and think through various ethical issues surrounding data.

Business unit leaders will need to vet their data strategies with legal and marketing teams, for example, to ensure that their strategic and commercial objectives are in line with customers’ expectations and with regulatory and legal requirements for data usage.

Chasing short-term ROI

Prompted by economic volatility, aggressive innovation in some industries, and other disruptive business trends, executives and other employees may be tempted to make unethical data choices—for instance, inappropriately sharing confidential information because it is useful—to chase short-term profits. Boards increasingly want more standards for the use of consumer and business data, but short-term financial pressures remain.

Looking only at the data, not at the sources

Ethical lapses can occur when executives look only at the fidelity and utility of discrete data sets and don’t consider the entire data pipeline. Where did the data come from? Can this vendor ensure that the subjects of the data gave their informed consent for use by third parties? Do any of the market data contain material nonpublic information? Such due diligence is key: one alternative data provider was charged with securities fraud for misrepresenting to trading firms how its data were derived.

5 Principles for Marketers to Live By

Purpose Limitation: Marketers should collect first-party data only for specific, legitimate, and transparent purposes. They should not use data collected for one purpose for another purpose without obtaining explicit consent from the user.

Data Minimization: Collect the data that is necessary for the specific purpose.

User Control: Provide users with clear and easy-to-use controls for managing their data.

Security: Marketers should use appropriate security measures to protect first-party data from unauthorized access, loss, or theft.

Transparency: Marketers should be transparent with users about what data they are collecting, why they are collecting it, and how they will use it.

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What is Offline Conversion Tracking

Nitigya Kuchhal — Mon, 24 Apr 2023 20:32:01 +0000

Today Online Conversions tend to be the main focus for most digital marketers. But one cannot discount the value Offline Conversions bring to any digital marketing strategy. Offline Conversions occur when a customer takes action outside the digital world – such as visiting a physical store, making a phone call, etc.

This is crucial because it allows marketers to measure the effectiveness of their online campaigns. It helps them understand how their marketing efforts can translate into offline sales and customer behavior.

Offline Conversions can refer to the action of tracking and measuring the impact of online advertising on customer behavior that takes place outside of the digital environment. This means that offline conversions refer to any action or behavior that happens in the physical world, such as a customer placing a phone call or visiting a store and purchasing in-person after being exposed to an online advertisement.

Offline Conversion Tracking refers to the process of monitoring and measuring customer interactions and conversions that take place outside the digital environment, such as in physical stores or over the phone, which is known as offline conversion tracking.

Benefits of Offline Conversions Tracking

Offline conversion tracking is the secret weapon for every digital marketer! By identifying which online channels are driving the most offline conversions and the highest return on investment (ROI), businesses can allocate their marketing budget more effectively.

Tracking offline conversions also allows businesses to push back critical touchpoints in the customer journey to their ad platforms. This is particularly useful in service-based industries where there may be multiple touchpoints between contact, prospect, and sale. By using these touchpoints as conversion goals, businesses can obtain valuable insights to optimize their ad campaigns.

Moreover, in revenue models that are highly variable, capturing and optimizing for conversion value can help businesses focus on driving revenue rather than just sales. This is because client value and return on ad spend (ROAS) may vary depending on the market or campaign, and accurately capturing and optimizing for conversion value allows businesses to optimize their marketing efforts to generate maximum revenue.

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Tracking the Right KPIs – Conversion Tracking

Nitigya Kuchhal — Mon, 24 Apr 2023 20:27:58 +0000

Conversion tracking is when a brand monitors the actions consumers take toward the completion of a business goal. These actions can include signing up for a newsletter, downloading a content offer, or adding an item to a cart. Conversion tracking is a way to determine the effectiveness of an advertising campaign, design change, and other marketing components as consumers move toward conversion.

What Conversion Goals Should Be Tracked?

Conversion tracking tools like Google Analytics require account managers to define measurable goals for conversion. Goals are typically connected to specific pages, events, or other products and services.

Examples of Conversion Goals:

Direct people to a physical store location
Increase site visitors
Contact a business via call or message
Add item to cart
Make a purchase
Sign-up for a newsletter
Download content offer
Play a video

By tracking conversions, businesses determine their most valuable marketing channels via conversion attribution or giving a particular channel credit for a conversion. They have greater insight into how to allocate their marketing budget and resources based on their highest-performing channels for conversions, such as social media networks.

Tracking the Right KPIs

There are a variety of key performance indicators related to conversions themselves and other metrics that suggest the effectiveness of conversion efforts.

Examples of KPIs for conversion:

Number of conversions
Conversion rate
Cost per conversion/acquisition
Bounce rate
Pages per visit
Hits on destination page
Events (played videos, download content)
Session duration

KPIs like conversion rate evaluate conversions themselves while metrics like events take into account actions that will eventually lead to conversions.

How do I calculate Conversion rate?

To calculate Conversion rate, divide the total number of conversions by your desired metric (clicks, ad impressions, sessions on-site, etc).

Your KPIs will indicate how well or how close you are to meet your goal. For example, if your goal is to increase the number of purchases for an e-commerce site, one target KPI is the number of customers who land on a “Thank you page” after buying an item.

You can also track KPIs for consumers who are close to meeting a conversion goal and then take steps to ensure the completion of your goal. If a customer adds an item to a shopping cart but abandons the cart, you can use a re-targeting campaign via Google AdWords to display ads for the abandoned items and increase the chance of a conversion.

How Do I Set Up Conversion Tracking?

Analytics and advertising tools work together to collect, segment, and visualize data related to conversions. Where you market your content will determine the tools you will use for conversion analysis. If you choose to advertise or analyze data on Google’s advertising platforms, use tools found on Google Analytics and AdWords to track conversions.

Choose business goals

Select goals based on your market, target audience, mission, and other factors crucial for your business growth. An e-commerce site will usually focus on increasing purchases and revenue while a publisher will concentrate on conversions related to raising awareness and traffic.

Define a funnel

Connect your conversion goals to specific marketing channels and content so you track the progress toward the completion of the goal via a marketing/sales funnel. Note that it may take several interactions with your brand before a conversion occurs.

Enable conversion tracking

To collect and monitor data related to conversions, set up conversion tracking using your analytics tool of choice. If you use Google Analytics, insert a small snippet of code on each page you wish to track conversions.

Collect and analyze conversion data

Conversion tracking tools often optimize goal conversion tracking to collect data that is most relevant to business goals. For example, when a user plays a video as part of an event goal, Google only records one goal conversion even if the user plays the video two times during the same session.

Refine your marketing campaign

After analyzing conversion data, improve your marketing campaigns to optimize elements that influence conversions, such as content, page designs and more.

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