Cookie walls are prohibited : on many websites they are used to ask the user for consent in exchange for browsing. Therefore, they push the user to accept cookies by not allowing them to choose and, according to the regulations, the websites should allow them to navigate even if they reject cookies. phone directory england uk The user must accept or reject to give his consent or not (there is also the option to let him choose what type of cookies he accepts). Therefore, ambiguous formulas such as “continue browsing” are not valid. Similarly, consent to cookies cannot be taken for granted simply by browsing or scrolling the web .
This update implies making changes in the design and the message that is shown to the user to obtain their consent and, in addition, it has consequences regarding the level of data that is collected.
How to measure in a world without cookies: alternatives
Until now, cookies have been the currency used by advertisers and publishers to personalize advertising, attract new audiences and achieve better conversion rates . The implicit consent of cookies facilitated the collection of data. According to initial tests we have done at Labelium, between 50-70% of users reject the global cookie if they are given both options.
The direct consequence is that black holes are produced in the measurement : the user will not appear in Google Analytics, conversions will not be measured, nor will it be possible to create audiences or do remarketing, apart from the problems related to personalization . What cookieless alternatives are there? From the hand of Google, we highlight:The improved conversions Google optimize the tracking of users from the First Party Data from the user . They allow the use of identifying information of the user to detect conversions while respecting privacy ( data encrypted with hash technology is used ). For example, if the user sees video advertising on YouTube while logged in and then visits the web and ends up converting, Google relates the data and awards the conversion. Of course, this assumes that the user has shared data such as email with the brand.
How to achieve this data matching ?With tags in Google Tag Manager: the gulf email list conversion tags capture a specific field (email, first and last name or telephone number) and, using Google’s SHA256 algorithm , this data is compressed with hash technology to encrypt and transform this information into values with the than to be able to do the matching .By API : in this case, the server captures the user’s information (email, for example), performs the encryption and transfers it to Google with an ID parameter. The tag sends the ID parameter to Google and both IDs are related on a server to avoid duplication and assign the conversion correctly.
There are some alternatives to traditional cookie managementThe Consent Mode of Google secretes cookies depending on their type: advertising (Google Ads, Google Analytics and Foodlight) and analytics (Google Analytics). It also adjusts the data capture based on the cookies that the user has accepted.
Consent Mode uses a new tag configuration (” ad_storage ” and ” analytics_storage “) that allows controlling the behavior of cookies and determining whether the user has given their consent or not. In this way, for example, if advertising cookies are rejected, Google tags will not use them, but if you consent to analytical cookies, your behavior on the web and conversions can continue to be measured from Analytics.
In case of not accepting advertising cookies, the analytics information would be calculated using data modeling . This is achieved by analyzing the users who have given their consent. From it, clusters of users are created according to their characteristics using information that does not identify them individually (for example, type of device, geographical origin, time of day …). Finally, these user clusters are extrapolated to those who have not consented to apply the cookie measurement.To use Consent Mode it is necessary to have Google Tag Manager or use the global tag (gtag.js) . Also note that data modeling will initially only be available in GA4. In any case, it is already integrated with some CMPs (Consent Management Platform) such as Cookiebot, OneTrust, Iubenda, Osano and SourcePointIt is a new type of cross-device report that facilitates user monitoring across different devices. It works with those users who have identified themselves in Google and have agreed to the use of their data to be shown personalized advertising. On this Google page you will find how to configure Google Signals . If you need help to implement a new formula to ask for the consent of users, do not hesitate to contact us . Our Data team can analyze your current model and propose a transition to the new scenario considering the implications this has for the attribution of marketing actions