And how about the different lead sources?
Does your team rely on the data listed in GA? 62.1% of the top 1 million websites globally use GA*
*BuiltWith 2024
If so, how do you attribute these?
The removal of Third Party cookies from browsers this year means up to 40%* of traffic will be untraceable.
*Based on the average performance of our clients in 2023-24.
And how about the different lead sources?
By the end of 2025, most businesses will completely lose the ability to track their audience unless they are signed-in.
Google Analytics only keeps 7 days of traffic data.
This is useless to companies with long buying cycles exceeding 1 month. For example, with current clients we see a 12-35% discrepancy in ‘new’ vs ‘returning’ users in GA compared to first-party data.
The same goes for reliance on a CDP
They only work for data that you OWN and don’t address the issue of user hiding behind iOS, ad blockers, or not logged in. Because, lets be honest, most of the time we don’t log into websites, or download the app.
All of this leaves us with critical unanswered questions:
How many touch points actually were involved for a conversion?
Which source/mediums were critical to conversion? Was it the first touch or last touch that was most impactful?
Was that actually a new user? Or a returning user that your analytics has forgotten?
How long is the actual sales cycle, even from when you didn’t know they were on your site?
What’s my exact CPA for all source mediums?
Questions that cost money:
This is useless to companies with long buying cycles exceeding 1 month. For example, with current clients we see a 12-35% discrepancy in ‘new’ vs ‘returning’ users in GA compared to first-party data.
Project Stevie
Access an accurate insight into the reality of your data so you can cut wasted spend & raise ROI in the cookieless world.