Why cookie consent impacts your marketing acquisition metrics?

According to latest CNIL (French Data Privacy regulation organization) study, 41% of online prospects are not giving their consent to be cookie tracked.

Most of the marketing automation software still rely on cookie to track your prospect and it can have a real impact on how your measure your paid marketing performances.

Let’s take an example with a campaign on which you spent $2,500.

When looking at results in your reporting you see the following data and expect that this campaign is not profitable.

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However, when looking at it using Heeet cookieless tracking solution, results are totally different and could prevent you to stop campaigns that are truly profitable.

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As you can see, cookie can have a major impact on your acquisition data and performances analysis. Make sure you are not relying on cookie to set up your online lead tracking.

See our next article "Why measuring marketing performances on first or last click is not working?" or book a demo to see how to solve it.