But which strategy really fueled their interest? And which one finally made them convert? What is Single-Touch Attribution? Maybe another targeted ad or a positive review from an influencer a few days later will finally make them buy. They may get pulled in first by an Instagram ad, surf your site, sign up for your newsletter in exchange for 10% off…and then wait. In our hyper-connected world, customers rarely purchase things on the first visit to a site. We’ll share each method’s benefits and drawbacks before explaining why geo-experiments are the best way forward. In this article, we’ll compare two different approaches: user-level attribution (both single-touch and multi-touch), and geo testing. Without third-party data to work from thanks to Google’s cookie deprecation, many tried and true methods for tracking ad effectiveness will be much harder to implement. In 2022, Google announced it’ll be getting rid of cookies and Virginia, Colorado, Utah and Connecticut joined California in creating data privacy laws.įor marketers, these new regulations signal a necessary shift in how they collect and use customer information. With Apple’s 2021 release of Apple iOS 14.5, app developers must now include a prompt that allows users to opt-in or opt-out of data tracking. Even as data-driven marketing surges forward, identifying the channels actually driving your sales is becoming more difficult.ĭata privacy laws have been around for a while (starting with the EU’s GDPR in 2016 and California’s CCPA in 2018), but they’ve expanded rapidly in recent years due to consumer pressures.
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