Is your Web Analytics Measurement Plan ready for 2023 and beyond?

In nearly every digital marketing discussion this year, the topic of privacy took center stage. Marketers we talked to were extremely concerned about how they could preserve marketing performance while protecting user privacy. But simply preserving performance isn’t enough. Marketers are actively seeking opportunities to enhance marketing efforts further all while keeping the same high standard for privacy.

1. Link all your first-party data sources

Research has shown that companies that link their first-party data sources can generate 1.5X the incremental revenue from single ad placement,?communication, or outreach. They’ve also been able to double the improvement in cost efficiency over businesses with limited data integration.

You can't be a customer-centric organization unless you invest in a first-party data strategy.

2. Invest in a strong tagging foundation

You can’t generate a high amount of actionable first-party data without first building a sustainable foundation. Digital marketing is constantly evolving with new technologies, global and regional regulations, and changing customer behavior, so it’s important to future-proof your measurement tools. For example, investing in your tagging infrastructure is a simple way to ensure that you can still accurately measure campaign performance in the future.

Make sure that your business is prepped with the tools and permissions to collect first-party data whenever direct interactions with your consumers occur. For example,?Google tag (gtag.js)?or?Google Tag Manager?provide a robust and privacy-safe data collection and management solution for first-party data. Tags help you measure everything from when a customer purchases on your website to how long a customer has spent on your site, giving you a clear picture of the journey. They also easily integrate with and support all of Google’s measurement and analytics products, which means greater efficiency on the road to campaign success.

3. Respect user consent

Establishing and maintaining trust with your users is crucial and requires proactive investment as privacy regulations continue to evolve. As you work to future-proof your methods, you will need to rely on first-party data collected directly by your customer interactions.

In a world with fewer cookies and other identifiers, marketers must adapt to new ways of measuring campaign performance.

Be sure that your consent-management platform is?integrated with your analytics tools?so all parts of your site work together to respect user consent choices. For example, if a user does not consent to cookies, your website can update its tag behavior to not use cookies during that user's visit.

4. Adopt solutions that deliver more accurate easurement

Essential to accomplishing this task is relying on privacy-safe solutions that augment measurement gaps with additional data sources that can enable comprehensive modeling.

Enhanced conversions?help advertisers unlock a more accurate picture of their media performance. With this solution, advertisers can share first-party, user-provided data via their existing tags, which helps identify conversions otherwise unobserved by tagging alone. This provides more observable data to inform?conversion modeling, yielding comprehensive reporting and optimization. Businesses have already?started to see strong results through this solution.

5. Prepare for the future of digital marketing

As privacy becomes an even stronger foundational standard, marketers need to seek out solutions that will scale for the long term. Thankfully, privacy and accurate measurement no longer need to be at odds. With the right tools and planning, businesses can move ahead to enhance their marketing capabilities while maintaining the same great experience for users.

At Mediotix , we specialize in providing businesses with the tools and expertise they need to make data-driven decisions and succeed in the digital landscape. Our team of experienced analysts and data scientists uses cutting-edge technology to gather, analyze, and interpret data, providing businesses with actionable insights that drive growth and success.

Our digital analytics services are tailored to meet the unique needs of each business we work with. Whether you need help with website analytics, conversion rate optimization, marketing analytics, or any other aspect of digital analytics, we have the skills and experience to deliver results.