How to prevent Data Loss in Web Analytics
Data is essential for successful, data-driven marketing. That’s why ensuring a sufficient database is currently the most important topic in digital marketing. But data is under threat from increased requirements for consent under the GDPR and TTDSG, adblocking, browser protections and opt-outs. Depending on the web analytics solution, only a fraction of users, interactions and conversions can still be tracked. Although there is usually no threat of total blind flight, the view can already be dangerously restricted by:
- Consent requirement: Losses of between 50 and 90%.
- Ad blocking: Losses of around 10%.
- DNT (Do Not Track) and GPC (Global Privacy Control)*: Losses of around 15%.
- ITP and ETP**: Cookie lifetime limits for around 60% of users.
However, these losses can be avoided and the database maintained:
- Consent requirement: EU-based cookie-less privacy-friendly session tracking does not require consent under either the TTDSG or the GDPR.
- Ad blocking: Server-side tracking (very costly) or tracking via a separate domain (only setup of the domain required, see https://www.etracker.com/en/docs/integration-setup-2/tracking-code-sdks/set-up-your-own-tracking-domain/).
- DNT (Do Not Track) and GPC (Global Privacy Control)*: Use of web analytics service that contractually excludes data from being used for the provider’s own purposes, shared or added to overarching profiles (see https://www.w3.org/TR/tracking-dnt/ and https://globalprivacycontrol.org/).
- ITP and ETP**: As in preventing ad blocking through server-side tracking or tracking via a separate domain.
* Do Not Track” and “Global Privacy Control” signals can be considered as an objection in the sense of GDPR Art. 21 Sec. 5 (also CCPA) with regard to the transfer and sale of the data to third parties or the use by the provider itself as Google reserves the right to do.
** Safari Intelligent Tracking Prevention (ITP): For 1st party cookies set with document.cookie, the validity period is set to 7 days or 24 hours if the referrer is a known tracker. Firefox Enhanced Tracking Protection (ETP): 1st party cookies from known trackers are deleted daily.