With the evolution of third-party cookies (+ adblockers + tracking restrictions in Apple Safari and Mozilla Firefox browsers), it is increasingly complicated for marketers to really track the number of conversions related to their email campaigns.
It is estimated that out of 100 clickers of an email campaign, we really know the navigation data of 42 of them (see reasoning below). This makes it more difficult to analyze marketing campaigns and make decisions based on them.
How do you allocate the right number of conversions to your email campaign? How to adapt to these restrictions? What about Google, what does it say? Are there any solutions to recover the data cut by browsers? What to do in the meantime?
We tried to answer all your questions with Romain Baert, founder of Addingwell. Romain is the PERFECT man for this subject: he started his career in the emailing world at Experian Cheetah Mail. He then switched to the world of marketing attribution by co-founding Mazeberry. He then spent a few years at Ysance and Easyance. In short, he knows a lot about email, cookies and attribution. He is also very educational and friendly. So he's a perfect guest for our live event! Come and ask him all your questions on these subjects.
Prerequisites
When you are not from the "middle", this subject of cookies is not very easy to understand. So if you want to get a head start, you can read the lines below.
Start by understanding the chain
Today, out of 100 visitors to a website, we can consider that :
- 25 "Refuse all" cookies.
- 75 accept the deposit of cookies. So first party tags (Example: A/B test cookies, session cookies, ATInternet cookies, Omniture...) and third party tags (Example: Facebook cookies, Criteo, Google Ads, email router tags...) are triggered.
- But, among these 75 visitors, about between 20% and 40% is equipped with an adblock.
-> So, there are still 55 visitors on which cookies have been deposited.
- Of the 55 visitors :
- An estimated 25% browse via Safari or Firefox. On these browsers, third party cookies are blocked and first party cookies expire after 24 hours or 7 days.
-> So, out of the 100 visitors to the website, there are still 42 on which cookies (first and third party) have been deposited.
What are the consequences of this?
- The costs of Facebook campaigns have increased since this summer. Currently, the look alike algo's are running on 30% of visitors. So prices are going up.
- We lose visibility. So we're analyzing a little bit blindly. It's hard to understand where the conversions are coming from.
- Advertisers' data, and therefore their assets, are in the hands of browsers.
And on the email side? Same thing: it is difficult to attribute a conversion to an email campaign. Emails that are triggered via a CDP with a cookie-address match are likely to be sent less.
How do you allocate the right number of conversions to your email campaign? How to adapt to these restrictions? And Google, what does it say? Are there any solutions to recover data cut by browsers? What to do in the meantime?
Watch or listen to the live stream 😉
The participants
Romain Baert : Romain started his career in the emailing world at Experian Cheetah Mail. He then switched to the world of marketing attribution by co-founding Mazeberry. He then spent a few years at Ysance and Easyance. In short, he knows a lot about email, cookies and attribution. He is very educational and nice. So he's a perfect guest for our live event! Come and ask him all your questions on these subjects.
Marion Duchatelet : She advises Badsender's clients in their emailing strategy and in the choice of their tools. She organizes master template design workshops for email builder LePatron. She writes articles, hosts live shows, does trainings with Badsender but not only that, she jumps on all good ideas to make sure they become reality. She never gives up, never! She wants to understand everything, EVERYTHING!
We'll see on March 17 😉 Add the event link to your calendar.
