Preventing data loss in web analytics

by Katrin Nebermann

Preventing data loss in web analytics

Data is essential for successful, data-driven marketing. This is why ensuring a sufficient database is currently the most important topic in digital marketing. But the data is threatened by the increased requirements for consent under the GDPR and TTDSG, ad blocking and browser protection measures. Depending on the web analytics solution, only a fraction of users, interactions and conversions can be recorded. Although there is usually no risk of flying completely blind, visibility can be dangerously restricted by:

1. Consent obligation: losses between 50 and 90%.
2. Ad blocking: losses of around 10%.
3. DNT (Do Not Track) and GPC (Global Privacy Control)*: Losses of around 15%.
4. ITP**: Cookie lifetime limits for around 40% of users, but usually less than 10% of journeys.

However, these losses can be avoided and the database maintained:

1. Consent obligation: EU-based cookie-less data protection-friendly session tracking does not require consent under either the TTDSG or the GDPR.
2. Ad blocking: Server-side tracking (very complex) or tracking via a separate domain (only domain setup required, see https://www.etracker.com/docs/integration-setup/tracking-code-sdks/eigene-tracking-domain-einrichten/).
3. DNT (Do Not Track) and GPC (Global Privacy Control)*: Web analysis service that contractually excludes the data from being used for the provider’s own purposes, passed on or added to overarching profiles (see https://www.w3.org/TR/tracking-dnt/ and https://globalprivacycontrol.org/).
4. ITP**: Neither server-side tracking nor tracking via a separate domain helps to avoid the runtime limits. For longer customer journeys, micro-conversions can be used for ad control, which can be transferred to Google Ads & Co. on the server side.

*Do Not Track” signals can be considered an objection within the meaning of GDPR Art. 21 para. 1 with regard to the transfer and sale of data to third parties or use by the provider itself – as Google reserves the right to do. 5 (also CCPA).

**Safari Intelligent Tracking Prevention (ITP): For 1st party cookies, the validity period is set to 24 hours if the referrer is a known tracker.