{"id":617407,"date":"2024-04-18T16:00:00","date_gmt":"2024-04-18T13:00:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/tracking-in-2024-where-we-are-and-how-to-prep\/"},"modified":"2024-04-18T16:00:00","modified_gmt":"2024-04-18T13:00:00","slug":"tracking-in-2024-where-we-are-and-how-to-prep","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/tracking-in-2024-where-we-are-and-how-to-prep\/","title":{"rendered":"#Tracking in 2024: Where we are and how to prep"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2f89f2a4eab\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2f89f2a4eab\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/tracking-in-2024-where-we-are-and-how-to-prep\/#Learn_the_technical_and_marketing_implications_of_the_end_of_third-party_cookies_and_a_four-part_plan_to_get_ready_for_the_shift\" >Learn the technical and marketing implications of the end of third-party cookies, and a four-part plan to get ready for the shift.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/tracking-in-2024-where-we-are-and-how-to-prep\/#Whats_changing_from_a_technical_perspective\" >What\u2019s changing from a technical perspective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/tracking-in-2024-where-we-are-and-how-to-prep\/#Whats_changing_from_a_marketing_perspective\" >What\u2019s changing from a marketing perspective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/tracking-in-2024-where-we-are-and-how-to-prep\/#4_real_preparation_steps_to_take_ASAP\" >4 real preparation steps to take ASAP<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/tracking-in-2024-where-we-are-and-how-to-prep\/#1_Focus_on_CRM_cleanliness\" >1. Focus on CRM cleanliness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/tracking-in-2024-where-we-are-and-how-to-prep\/#2_Tune_up_your_data_collection\" >2. Tune up your data collection<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/tracking-in-2024-where-we-are-and-how-to-prep\/#3_Implement_platform_solutions\" >3. Implement platform solutions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/tracking-in-2024-where-we-are-and-how-to-prep\/#4_Go_server-side\" >4. Go server-side<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/tracking-in-2024-where-we-are-and-how-to-prep\/#Winning_strategies_for_a_data-driven_privacy-first_future\" >Winning strategies for a data-driven, privacy-first future<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Learn_the_technical_and_marketing_implications_of_the_end_of_third-party_cookies_and_a_four-part_plan_to_get_ready_for_the_shift\"><\/span>Learn the technical and marketing implications of the end of third-party cookies, and a four-part plan to get ready for the shift.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nRemember how painful iOS 14 was for performance marketers? An even more seismic change is looming, and way too many marketers are still unprepared.<\/p>\n<p>Yes, I\u2019m talking about the impending death of third-party cookies. If you\u2019re reading this article, this is probably the 1,000th time you\u2019ve heard it mentioned. <\/p>\n<p>And that might be part of the problem: \u201cthe death of cookies\u201d could now be one of those familiar phrases you skim over without understanding the depth of its ramifications.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p>If you\u2019re a little unclear on what kind of havoc \u201cthe death of cookies\u201d is going to wreak in your campaigns, stay with me for a few minutes as I tackle:<\/p>\n<ul>\n<li>What\u2019s changing from a technical perspective.<\/li>\n<li>What\u2019s changing from a marketing perspective.<\/li>\n<li>4 real steps you need to take ASAP to start planning.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-what-s-changing-from-a-technical-perspective\"><span class=\"ez-toc-section\" id=\"Whats_changing_from_a_technical_perspective\"><\/span>What\u2019s changing from a technical perspective<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>First, let\u2019s be clear: we\u2019re talking about the death of third-party cookies, not first-party cookies. You own first-party cookies and the data they collect, which won\u2019t be impacted by the Chrome update. <\/p>\n<p>Third-party cookies, which pass data from your website to external parties (like ad platforms) to your site to paint a picture of the user and user behavior, are what\u2019s dis<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>earing.<\/p>\n<p>If this sounds familiar, it\u2019s because that\u2019s exactly what happened with iOS 14. <\/p>\n<p>In that update, Apple\u2019s \u201cApp Tracking Transparency\u201d introduction prevented companies from tracking user behavior across third-party apps. Advertising platforms (particularly <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>) suddenly couldn\u2019t help advertisers understand what users were doing after engaging with their ads.<\/p>\n<p>Cookies, whether first-party or third-party, are snippets of code saved by the browser or app to the user\u2019s device. They contain user and session identifiers, ad click IDs, timestamps and functions (e.g., whether you\u2019re logged into an app).\u00a0<\/p>\n<p>In short, they are (or were until recently) the most common way to identify and track users, and they\u2019re about to disappear from Chrome (which is following Firefox and Safari in doing so).<\/p>\n<p>If you\u2019re using pixels, UTM parameters outside of a first-party environment, GTAG (ask your analytics team), or other tracking based on \u2013 and stored in \u2013 browsers, you\u2019re in for a world of transition.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-what-s-changing-from-a-marketing-perspective\"><span class=\"ez-toc-section\" id=\"Whats_changing_from_a_marketing_perspective\"><\/span>What\u2019s changing from a marketing perspective<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It might be easier to list what isn\u2019t changing, but here\u2019s a quick list of the biggest hits:<\/p>\n<ul>\n<li><strong>Attribution <\/strong>is changing. Lots of advertisers still rely on click-to-action, last-click attribution, and that data is about to get torpedoed. That could actually have a huge silver lining if it forces advertisers en masse to adopt more holistic measurement strategies that consider the entire user journey.<\/li>\n<li><strong>Tracking performance <\/strong>is changing. If you\u2019re in love with the ability to see performance at the ad and\/or keyword level, maintaining some level of visibility will require some updates to most currently adopted tracking set-ups.\u00a0<\/li>\n<li><strong>Targeting <\/strong>is changing. Utilizing pixels for retargeting efforts, and accuracy of in-platform audiences are likely going to shift. We\u2019re going to face steep challenges in understanding how to identify valuable users and to create ads that are relevant to them.<\/li>\n<li><strong>Data collection <\/strong>is changing. The more first-party data we can collect and own, the more control we\u2019ll have over understanding and engaging our users. If you don\u2019t have a plan for collecting and ingesting more first-party data, you\u2019re going to be at a huge disadvantage.\u00a0<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: 7 paid media reporting tips when tracking is messy<\/em><\/strong><\/p>\n<p>Given all of that, you can hopefully now realize that the time to start planning was about a year ago \u2013 and if you\u2019re behind the curve, you\u2019d better keep reading.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-4-real-preparation-steps-to-take-asap\"><span class=\"ez-toc-section\" id=\"4_real_preparation_steps_to_take_ASAP\"><\/span>4 real preparation steps to take ASAP<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>I break this down for my clients into four buckets:<\/p>\n<ul>\n<li>CRM cleanliness<\/li>\n<li>Data collection<\/li>\n<li>Platform tracking solutions<\/li>\n<li>Server-side hosting<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h-1-focus-on-crm-cleanliness\"><span class=\"ez-toc-section\" id=\"1_Focus_on_CRM_cleanliness\"><\/span>1. Focus on CRM cleanliness<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>At the very least, you should be able to reference your CRM data to understand your users\u2019 point of entry and identify your most valuable users. <\/p>\n<p>Make sure you have a plan to assess your data cleanliness, your reports, and your dashboards and you can get things in good enough shape to trust what your first-party data is telling you. Work to<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-2-tune-up-your-data-collection\"><span class=\"ez-toc-section\" id=\"2_Tune_up_your_data_collection\"><\/span>2. Tune up your data collection<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>First-party data will become even more important as data from third-party sources erodes. <\/p>\n<p>Make sure your ad campaigns, organic campaigns, owned properties, etc., are fully maximized to collect first-party data and have a plan to use it in your campaigns (email, SMS, retargeting, lookalikes, etc.).\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-3-implement-platform-solutions\"><span class=\"ez-toc-section\" id=\"3_Implement_platform_solutions\"><\/span>3. Implement platform solutions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Get extremely comfortable with Google\u2019s Enhanced Conversions, Meta and LinkedIn\u2019s conversions APIs, and whatever monikers you\u2019ll see other platforms use. They help ensure that ad algorithms can track valuable actions both online and offline, which is essential for future-proofing your tracking efforts.<\/p>\n<p>(Bonus points if you combine platform solutions with first-party data to teach the platform algorithms to find your best users via offline conversion tracking.)<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-4-go-server-side\"><span class=\"ez-toc-section\" id=\"4_Go_server-side\"><\/span>4. Go server-side<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Analytics and data stored in servers you control (as opposed to browsers that can change their rules at any time) are one big hedge against cookie erosion. <\/p>\n<p>Implement initiatives like server-side GTM and start researching CDP (customer data platform) options like Segment and Tealium to take at least partial ownership of your data and analytics.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-winning-strategies-for-a-data-driven-privacy-first-future\"><span class=\"ez-toc-section\" id=\"Winning_strategies_for_a_data-driven_privacy-first_future\"><\/span>Winning strategies for a data-driven, privacy-first future<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you need a little good <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> after reading all of that, I have a couple of tidbits for you.\u00a0<\/p>\n<ul>\n<li>Cookie-based tracking had big inherent flaws. This shift is an opportunity for the industry to reevaluate tracking, measurement and attribution methodologies.\u00a0<\/li>\n<li>It\u2019s very unlikely that the marketing industry will face anything as transformative in the near future. You might carry some battle scars from this transition, but if you can get through it with your job and brand intact, you\u2019ll be a better marketer for it.\u00a0<\/li>\n<li>Lastly, we\u2019re all in the same boat, figuring this out together.<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>3 ways search marketers can prepare for the big cookie crumble<\/em><\/strong><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Laura Schiele\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/Laura-Schiele.jpeg.webp\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/08\/Laura-Schiele.jpeg.webp\" alt=\"Laura Schiele\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Laura Schiele<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/laura-schiele\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Laura Schiele, Head of Paid Acquisition at <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.jordandigitalmarketing.com\/\">Jordan Digital Marketing<\/a>, has nearly a decade of experience in paid media strategy and execution in both agency and in-house accounts and uses advanced analytics skills to scale growth within efficiency goals across Google, LinkedIn, Facebook, and more. Laura manages a large team of paid media experts remotely from her home in Burlington, VT.                    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/tracking-in-2024-where-we-are-and-how-to-prep-439695\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn the technical and marketing implications of the end of third-party cookies, and a four-part plan to get ready for the shift. Remember how painful iOS 14 was for performance marketers? An even more seismic change is looming, and way too many marketers are still unprepared. Yes, I\u2019m talking about the impending death of third-party&#8230;<\/p>\n","protected":false},"author":1,"featured_media":617408,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/04\/Tracking-in-2024-Where-we-are-and-how-to-prep.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[147869,26293,107942],"class_list":["post-617407","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-analytics-conversion","tag-google","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/617407","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=617407"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/617407\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/617408"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=617407"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=617407"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=617407"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}