A Brief Overview
Our client experienced a significant drop in website traffic after implementing a new cookie consent bar (read more). While engagement and conversions increased, tracked visits plummeted to just 25% of the total. What do these kinds of traffic drops mean for Agile Marketing? Read further below.
The Implications for Agile Marketing
In agile marketing, we often rely on quick, targeted campaigns lasting 7-14 days to validate or refute hypotheses. These campaigns usually involve 1,000-2,000 clicks and depend on precise data for evaluation. However, when only a quarter of these visits are actually being tracked, assessing a campaign’s real performance becomes challenging.
Navigating the Issue: Possible Solutions
Calculated Metrics
One way to work around this limitation is to use calculated metrics. These can help us estimate actual visits based on the number of clicks from ad systems, further refined by a coefficient for clicks that don’t convert to actual visits.
Scaling Up Tests
Another option is to run larger tests. While this can provide more accurate data, the downsides are higher advertising costs and longer testing durations, both of which contradict the agile marketing ethos.
Cookie Bar Design
The design and settings of the cookie consent bar can also make a difference. However, it’s essential to comply with regulations when making changes. Consult with legal advisors to determine how the bar should be set up, including whether basic cookies can be enabled by default or if the „Deny“ option must be immediately visible.
Summary
Adhering to new cookie regulations may make our jobs in agile marketing more challenging and data acquisition slightly more costly. But as they say, where there’s a will, there’s a way.
Join the Conversation
Do you have additional ideas on navigating this challenge? Feel free to add your comments below. We’re all in this together, learning as we go.
