What data will be available to me in the future?
This will no longer be readily possible from 2023. Because the reasons of the measurement loss are no longer only in the cookie banner. Rather, these are now as diverse as they are varied:
#1 Reason: Lack of user trust
Users are now sensitized when it comes to the use of advertising tracking. If clicking on an ad results in users being “stalked” by inappropriate and overly busy ads, trust in the provider decreases. However, personalized online advertising, for example via Google Ads Remarketing, is also losing massive approval and trust.
The trend for users to use ad blockers or privacy browsers has increased again in recent years. At the latest then, Google also had to intervene for its core business – the delivery of relevant ads.
The last years in online marketing at Google were accompanied by ever new tightening. The cookie hint became the cookie banner. This happened at the latest when the BGH transposed the ECJ ruling of October 2019 into German law at the beginning of 2020. into German law.
At the end of 2021, cookie banners underwent another tightening: the active consent (opt-in) of users became mandatory. This meant that only an active click on accepting the cookies was sufficient, but not accepting through already preactivated or preselected privacy settings in the banner.
#3 Reason: Browser Updates
Little by little, more and more browsers are saying goodbye to cookies. Initially, it was the third-party cookies (3rd-party cookies) that were able to literally track users through advertisements on various websites. Google Chrome also rejected third-party cookies. Google Ads advertisers should have a good memory of the year 2021: Because that’s exactly when
introduced a new first-party cookie for its own
for its own conversion tracking tag.
As a result, bidding strategies in Google Ads accounts experienced a not inconsiderable cut in their own data collection. Conversion probability prediction became less accurate and required more time and data for the learning algorithm (depending on traffic volume). Smart bidding strategies such as target CPA and target ROAS fell back into the era of longer learning periods. In addition, these bidding strategies were henceforth more sensitive to major changes in target values and campaign budgets.