The shift to GDPR-compliant tracking

18 December 2024

The digital world is quickly moving toward a world without cookies. With GDPR-compliant tracking becoming the standard, businesses face challenges such as opt-outs, consent modes and ad blockers. These changes mean that online data comparisons are becoming less reliable. The inconsistencies in tracking data are forcing businesses to rethink how they measure and analyse digital performance.

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Conversion paths are now more complex

Customer journeys are no longer straightforward. Conversion paths often involve multiple touchpoints across channels like Google Ads, social media and email. However, with tracking gaps, these contributions are not always fully attributed. This makes it harder to pinpoint which channels drive conversions. To get a clearer picture, businesses now focus more on overall revenue growth and less on individual channel data.

First-party data

In a world without third-party cookies, first-party data is essential. Businesses must rely on direct interactions with customers via websites, apps and social media platforms. Email addresses and device IDs will also be important. Social media platforms like TikTok, Instagram and Facebook offer built-in tools for tracking activity, making them a valuable source of insights. By using first-party data, businesses can maintain personalised marketing and respect consumer privacy.

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Server-side tracking

Server-side tracking offers more reliable cookieless tracking solutions compared to traditional methods. It reduces reliance on third-party cookies and provides improved digital marketing data accuracy. But even server-side solutions are not foolproof. Implementing these systems can be costly and managing them requires ongoing resources. Despite these challenges, server-side tracking is becoming a necessity for businesses aiming to stay competitive in a cookieless world.

Building consumer trust

Switching to GDPR-compliant tracking isn’t just a challenge, it’s also a chance to grow. By being clear and asking for the user’s permission, businesses can build trust and stronger customer relationships. This change helps brands focus on more personal and meaningful connections, which benefits both businesses and their customers.

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Get expert help from POSH Agency

Dealing with GDPR-compliant tracking and a cookieless world can feel overwhelming. At POSH Agency, we help hospitality businesses stay on top of these changes. Let us support you and make sure your data stays accurate. Contact us today to see how we can assist your business.