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The Post-Cookie Era
@himtox
Thoughts about the future of Web Analytics
Get ready for
Ibrahim Elawadi
Senior Insights Advocate


Greenpeace


@himtox
• Technical Challenges


• Solutions


• People


• Discussion
Technical
The world is
changing!
reeeeally really fast!
The Regulators
• The General Data Protection
Regulation


• The California Consumer Privacy Act


• Brazilian General Data Protection
Law (LGPD)


• India Personal Data Protection Bill


• Chile Privacy Bill Initiative


• New Zealand Privacy Bill


• Vermont Act 171 of 2018


• Data Broker Regulation New York


• SHIELD Act
The Browsers
Safari
Intelligent Tracking Prevention (ITP)
Firefox
Enhanced Tracking Protection (ETP)
Brave
Shield
Edge
Tracking Protection
Chrome?
• Privacy Sandbox: The intention is
to be done within two years


• Reduce cross-site functionalities


• Google is “looking” into the
passive collection of
f
ingerprints!
Cookies
• Client-side cookies are getting
less reliable.


• 3rd party: goodbye!


• 1st part: expiration date set will
be set by the browser
User Agent
• Used mainly for device
detection


• Will be replaced with Clients-
Hint


• UA will be frozen, not removed
Removing
parameters
• Many platforms relies on
tracking parameters (URL query
strings) to track users cross site.


• Brave removes the tracking
parameters including
f
bclid,
gclid, msclkid
https://www.cookiestatus.com/
The User
Ad blocking user penetration rate in the United States from 2014 to 2021
In 2016,
11% of site
visitors
block
Google
Analytics
The Consequences
Inaccuracy of some metrics
New vs. Returning


Unique users
Dark Traf
f
ic
Signi
f
icant portion of tra
ff
ic will be missing
We need to talk
about attribution!
Impact on multi-channel attribution
A/B testing data quality issues
Data quality will be impacted by duration of the test
Source: BlastAnalytics
Impact on personalized campaigns
It will be challenging to build personalized campaigns
The Solution
Cultural change!
Web Analytics requires agility, where we don’t set and forget.


Continues improvement are key to increase the ROI of Web Analytics
Passive collection of data is coming to an
end, in a way or another!
Switch to Server-side tracking
Own your own data-pipeline


(Ownership of Data)
Transparency is the key!
A Hyper Approach
Own pipeline + 3rd Party
What valuedoes Web
Analytics brings to you?
Gary Kovacs
“Privacy is not an option, and it shouldn’t be the
price we accept for just getting on the internet.”
Thank You!
@himtox
http://bit.ly/future-web-analytics

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