by Daniele Masiello | Oct 20, 2023 | Analytics, Tracking
The advertising world is shifting, our marketing mavericks, and it’s time to gear up for a rollercoaster ride! We’re bidding farewell to our dear friend, the third-party cookie. You know, those little guys that helped us track users and target our ads like pros? Google’s got a new game plan, and it’s sending ripples through the digital marketing seas.
In this post, we’re diving into the post-third-party cookies era, exploring the challenges, opportunities, and innovative strategies that await savvy advertisers like you.
Challenges and “Eureka!” Moments
Okay, let’s address the elephant in the digital room – the cookie jar is closing, and we’re all collectively gasping like we’ve seen a ghost! But don’t worry, it’s not all doom and gloom. We’re unearthing more “Eureka!” moments than an inventor in a sitcom.
Navigating without our third-party cookie GPS? Challenge accepted! This is your golden opportunity to get creative, think outside the cookie jar, and whip up some privacy-friendly magic. Users are tired of being followed around like lost puppies – let’s show them we can be respectful and still awesome! Imagine ads that pop up like friendly faces in a crowded room, not like those overly enthusiastic party crashers.
But here’s the magic trick – the disappearance of third-party cookies is like a reset button for the advertising world. It forces us to step back, think, and innovate. It’s like we’ve been given a chance to reinvent ourselves and create ads that don’t just shout, but truly connect.
Oh, and say hello to your new BFF: first-party data. It’s like your personal treasure chest of insights, waiting for you to discover the gems hidden within. Personalised messages that make users feel like you’re their personal genie? Count us in! It’s time to add a dash of “you-niqueness” to your ad strategy. So, ready to unlock the magic of data-driven advertising that respects users’ digital sanctuaries?
Targeting Tactics: Beyond the Cookie Crumbles
Guess what, cookie lovers? The era of cookie-centric targeting is taking a vacation. But don’t pack your bags just yet – we’ve got cooler rides in town.
First-party data is stepping up to the plate. It’s not just data; it’s like your VIP backstage pass to your audience’s world. Remember that feeling when your favourite barista knows your order by heart? That’s the kind of personal touch first-party data brings to the table. It’s like having a virtual conversation with your users, offering them exactly what they need, without the “Are you following me?” vibe.
Cohort-based targeting? Think of it as throwing a party where everyone with similar interests gets to dance together. Let’s just say it’s a party you don’t want to miss! So, grab your dancing shoes and get ready to jump into the hearts of your audience with ads that truly resonate. It’s all about building a community around interests, not around invasive tracking.
And guess what? You’re not just targeting users; you’re creating a sense of belonging, making users feel like they’re part of a group that gets them. It’s like your ads are saying, “Hey, we see you and your love for vintage vinyl records. Check out our collection!”
Metrics Magic: Mysteries of Measurement Revealed
Hold onto your wizard hats, because we’re redefining the metrics game! Third-party cookies might be taking a snooze, but that doesn’t mean we’re out of tricks.
Welcome to the era of privacy-safe attribution models. It’s like your metrics are wearing Harry Potter’s invisibility cloak – all the effectiveness without the creepy stalking. Say goodbye to overly eager tracking and hello to measuring success without invading privacy. It’s a win-win for everyone!
And let’s talk about user-centric metrics. It’s not just about clicks anymore; it’s about crafting a user journey so enchanting, they can’t resist the magic! We’re measuring engagement, satisfaction, and the warm fuzzy feeling your ads leave behind. It’s like shifting from “How many times did they see us?” to “How did we make them feel?”
So, wave your metrics wand and let the magic of user-centric analytics unfold. Embrace metrics that focus on quality, not just quantity. It’s time to turn your data into a story that users want to be a part of.
Creative Chronicles: Beyond the Banners
Cue the creative wizards! With third-party cookies out of the scene, it’s time for your ad formats and creatives to shine. Context is our wand, and relevancy is the spell we’re casting.
Imagine ads that slide into the user’s experience like a piece of perfectly placed jigsaw. Remember that feeling when you find the missing puzzle piece? That’s what it’s like when users discover your ad in their online journey. It’s not an interruption; it’s a harmonious addition.
And interactive ad formats? It’s like giving users a magic wand to be a part of your story. It’s no longer a one-way conversation; it’s a dialogue that leaves them spellbound. Plus, trust-building is our secret potion – engage directly with users, and they’ll love you more than chocolate frogs (you know what chocolate frogs are, right? Right?).
So, get ready to channel your inner storyteller. Craft ads that are not just pretty pictures, but tales that users want to explore. It’s time to add a dash of creativity that resonates long after users have clicked away.
Squad Goals: Partnerships and Pixie Dust
Get ready for some serious teamwork, folks! In this era, partnerships are like your trusty sidekicks, ready to leap into action.
Collaborate with publishers and data providers – it’s like assembling your dream team of fellow adventurers on a quest for the ultimate user experience. Remember when Harry, Ron, and Hermione joined forces to take down Voldemort? That’s the kind of synergy you’re aiming for.
Audience segmentation isn’t just data sorting; it’s like gathering your squad of knights (Piertotum Locomotor!) to defend the realm of data-driven advertising. Each segment has a unique story, and it’s your job to make their journey delightful, respectful, and, well, magical. It’s about building bridges, not invading castles.
So, grab your metaphorical swords of collaboration and sprinkle a bit of pixie dust into your partnerships. It’s time to create ads that not only engage but delight – and together with your allies, you’re unstoppable.
Unveiling the Future: Embracing the Post-Cookie Wonderland
And there you have it, fellow marketing wizards – a glimpse into the sparkly, exciting world beyond third-party cookies. The landscape might be shifting, but you’ve got the spells to weave a web of irresistible magic.
Embrace the change, sprinkle some user trust, and don’t forget to add a dash of quirkiness to your ad cauldron. Privacy isn’t a barrier; it’s a new ingredient in the recipe of effective advertising. So, wave your wands of innovation and create ads so enchanting, users won’t just click; they’ll dance to your tune. It’s time to rock the post-cookie era with style, flair, and a whole lot of whimsy!
As we stand at the brink of this new era, remember that you’re not just adapting – you’re pioneering. The post-cookie wonderland is yours to explore, to shape, and to conquer. So, don your creative armour, wield your innovative swords, and let’s journey into this brave new world with courage, curiosity, and a sprinkle of advertising alchemy.
by Daniele Masiello | Oct 9, 2023 | Amazon Ads, Awards, Our News
Greetings, Performance Marketing Enthusiasts!
We’re thrilled to share some exciting news: We have clinched the prestigious “Best Use of Amazon Ads” award at the European Paid Media Awards 2023! 🚀
This achievement adds another jewel to our crown, following our previous wins as “PPC Agency of the Year” at the Global Agency Awards 2022 and “Best Small PPC Agency of the Year” at the European Search Awards 2019. This time around, we’ve taken it up a notch! Our successful endeavour was in collaboration with Tenacta Group SPA, an Italian industrial powerhouse boasting over 350 brilliant minds and home to esteemed brands like Imetec and Bellissima.
Armed with cutting-edge tech, our mission was to maximise the effectiveness of our Amazon Ads campaigns. The challenge? Balancing a tight budget and working within Amazon Ads’ need for speed! With the power of ‘Amazon Marketing Stream‘ and a thorough analysis of hourly performance, we crafted a nifty tool to manage budgets during peak hours, ensuring our ads shone brightest during the most conversion-happy times.
Rossella Cenini, Head of Growth at Tenacta Group SPA, aptly puts it, “The Booster Box partnership was pivotal in achieving exceptional results.Their strategic approach and seamless integration of Media and MarTech teams made campaign optimisation a breeze.”
Our founder, Gianluca Binelli, emphasises the importance of cutting-edge tech in our arsenal: “It’s what sets us apart, enabling us to achieve optimisation and precision like never before.” And the numbers don’t lie! Sales volumes and ROAS saw a significant boost, all while keeping total investment in check.
It’s proof positive that having a top-notch tech stack is key to hitting those goals.
So here’s to innovation, strategic thinking, and a touch of Booster Box magic! 🎩✨
Keep your eyes peeled for more updates, because we’re just getting started! 🌟
by Daniele Masiello | Sep 4, 2023 | Analytics, Performance Marketing, Tracking
Hey there, web wanderers! Welcome to a tale of cookies – not the sugary kind that grandma bakes – but those sneaky little text files known as third-party cookies. You know, the ones that follow you around the internet like a clingy ex?
In this post, we’re diving deep into the world of third-party cookies, exploring how they work, their popularity with advertisers, and why they’ve been making headlines lately. So buckle up, because we’re about to unravel the mysteries of these digital treats!
Privacy Concerns and Regulatory Actions
Yikes! The privacy police are on the hunt for our beloved cookies. Third-party cookies have been raising eyebrows due to some not-so-sweet antics. Imagine this – data breaches, misuse of information, and more drama than a reality TV show! No wonder people are concerned about their online privacy.
These little cookies, created and managed by domains other than the one you’re visiting, enable cross-site tracking, gathering data for various purposes like advertising, analytics, and personalised content delivery. Sounds convenient, right? Not for the privacy-conscious users who feel like their every move is being monitored without consent or knowledge.
But wait, there’s more! Data protection regulations have stepped up their game, with countries and regions like the EU introducing GDPR, a strict set of rules for obtaining user consent and safeguarding personal data. As a result, advertisers and tech giants have been under the microscope, prompting discussions about the ethics of data collection and sharing.
Browser Changes and Industry Evolution
Major browsers have decided they’ve had enough of third-party cookies crashing their party. Safari and Firefox already took steps to limit or block them, and now Google Chrome is joining the club. It’s like a dance-off between privacy buffs and advertising aficionados – who will take the crown on the digital dance floor?
The ad tech industry is doing the cha-cha slide to keep up with these changes. Balancing targeted advertising with user privacy has become a real challenge. It’s like trying to dance to two different rhythms at once!
Competing business interests are at play too. Advertisers who rely heavily on third-party cookies aren’t thrilled about these changes, whilst tech companies advocating for more privacy-focused measures cheer from the sidelines. Finding a middle ground that satisfies both parties is like trying to find the perfect dance partner – a tough nut to crack.
Google’s Phasing Out Approach
Drumroll, please! Google is taking the lead in the “Sayonara, Third-Party Cookies” parade. As the most widely used web browser, Chrome faced pressure to address privacy concerns and stay competitive in the browser market. After all, maintaining user trust is essential for the long-term success of its products and services.
So, what’s Google’s game plan? They’re introducing the Privacy Sandbox initiative, the cool kid on the block with an alternative plan. The Sandbox aims to provide privacy-preserving mechanisms for online advertising that still allow for effective targeting and measurement without relying on third-party cookies. It’s like offering healthier snacks without compromising on taste!
But hey, it might not be all bad news. Phasing out third-party cookies can lead to a more streamlined and faster browsing experience. Without the need to process and share extensive third-party tracking data, web pages may load more quickly, benefiting both users and website owners. It’s like cutting the calories without sacrificing the flavour!
Timeline and Expected Impact
Alright, when will we officially bid adieu to these cookies? Time to mark those calendars! Google plans for a gradual phase-out, starting with migrating 1% of Chrome users to Privacy Sandbox and disabling third-party cookies for them early next year. The total deprecation of third-party cookies is on track for the second half of 2024.
For Chrome 115 (released in July), Google is making Privacy Sandbox’s relevance and measurement APIs available to all Chrome users. They want developers to test these APIs with live traffic and provide feedback. It’s like inviting everyone to the party and testing the new dance moves!
But, what’s the expected impact? The removal of third-party cookies will have significant implications for advertisers. Third-party cookies have been a fundamental tool for tracking and targeting users across the web, and their phasing out will require advertisers to adapt their strategies and adopt new approaches to reach their target audience.
So, farewell, third-party cookies!
We’ll remember the good times and the controversies. As the cookie crumbles, advertisers need to put on their thinking caps and adapt to the cookie-less world. But fear not, dear marketers! By staying flexible, being innovative, and putting users first, we can overcome any challenge.
The post-third-party cookies era is an adventure waiting to be embraced. As the digital landscape evolves, we’ll discover new ways to make the most out of the delicious data that first-party cookies have to offer. So, let’s bake some fresh strategies, dance to the rhythm of change, and make the internet a better place for everyone – with or without cookies!
by Daniele Masiello | Jul 20, 2023 | Analytics, Tracking
From the Wild West of Data to the GDPR Revolution
Once upon a time, in the wild west of the internet, data roamed free like untamed stallions. Businesses revealed this treasure trove of information, but for users, it felt more like a chaotic mess. Then, a saviour emerged: GDPR.
With its implementation in Europe in 2018, it took a stand, safeguarding users’ interests on the web. GDPR, short for General Data Protection Regulation, demanded explicit consent – no more sneaky data gathering without permission. The rise of GDPR brought about a new era of awareness, turning users into vigilant guardians of their personal information. The digital landscape shifted, and businesses faced challenges in collecting data ethically when the era of user empowerment arrived.
It had been observed that, with the liberty to decide, a staggering 70% of users opted to decline consent. Alas, this reality translated into a whopping 70% loss of data for businesses. Also, GDPR demanded transparency and simplicity – users should be free to change their minds at any time. This meant no more cunning workarounds, and businesses had to adapt to the paradigm shift.
The Cookie Categories Tango and the Lost Data Tango
Ah, the cookie categories tango! When users click “accept,” they unwittingly participate in this dance, granting consent to specific types of cookies. Functional, strictly necessary, advertising, and remarketing cookies all vie for the users’ attention.
But the reality check comes when businesses respect user autonomy, and that delightful freedom translates into a 70% data loss. Imagine a business gathering data with a butterfly net, only to find most of the butterflies have flown away. It’s a data exodus! The GDPR sheriff asks businesses to play fair, which means no data tracking without consent. Alas, this leads to the haunting absence of crucial data on conversions, user profiling, and more.
However, the silver lining is that this dance of consent actually promotes transparency and trust between businesses and their users. It sets a stage where users know exactly what data they are sharing and how it will be used. By giving users control over their data, businesses demonstrate their commitment to respecting privacy, creating a foundation for strong and long-lasting relationships.
Enter Consent Mode, the Digital Superhero
But fear not, for Consent Mode emerges like a masked hero to save the day! With its trusty sidekick, Google Tag Manager, Consent Mode ensures compliance while keeping data flowing. Here’s the magic – when a user lands on a website, a discreet “ping” is sent to Google Analytics, signalling that consent status is yet unknown.
Like a secret handshake, this ping yields invaluable data for businesses. Consent Mode works its enchantment, allowing us to recover up to 30-40% of data, salvaging vital insights that would otherwise be lost.
Now, this magical recovery of data through Consent Mode’s ping opens up new possibilities for businesses. They can still understand user behaviour and engagement on their websites, even when full consent is not given. This means businesses can fine-tune their marketing strategies, optimise user experiences, and gain valuable insights to make better-informed decisions.
CMPs – The Gatekeepers of Consent
Ah, CMPs – the unsung guardians of consent! Consent Management Platforms, in their own mysterious ways, categorise cookies and ensure compliance. Like diligent librarians, they organise the data library, so every cookie finds its rightful place.
But behold dear reader, each CMP is a unique snowflake with its own rules. No standard cookie-cutter solution here! With no detailed manual in sight, technical prowess is required to navigate this labyrinthine landscape.
CMPs act as an intermediary between users and businesses, providing the consent banners that users encounter when they visit a website. They are instrumental in helping users understand the implications of their consent choices. For businesses, CMPs are valuable allies, simplifying the process of collecting and managing user consent, and ensuring compliance with GDPR’s stringent requirements.
The Duality of Compliance and Data Insights
Now, why should businesses care about this digital dance of consent? Oh, dear reader, the stakes are high! Compliance and safeguarding user interests are paramount, but so is the pursuit of data-driven decisions. A treasure trove of data empowers businesses to make informed choices, charting their course through the turbulent sea of the market.
As businesses adapt to the GDPR-driven landscape, they discover that transparency and consent-driven data collection lay the foundation for trust and loyalty. By respecting user preferences, businesses build a loyal customer base, while also meeting the strict requirements of data privacy regulations.
Embrace Technical Expertise
But alas, Consent Mode’s path is not paved with roses. The journey demands technical expertise, as each CMP presents a unique challenge. Fear not, for at Booster Box we revel in this intricate dance. Our technical prowess is unparalleled, as we shimmy and shake our way through the CMP maze, customising Consent Mode to fit each client’s needs.
No hiding, sorry: our top-notch skills make us stand out. We promise to recover the wealth of data that would be lost without Consent Mode, leaving everybody in awe of our digital wizardry.
The Grand Finale
In the grand finale of our Consent Mode Chronicles, we bid adieu to this enthralling tale. With GDPR as the guiding light and Consent Mode as the enigmatic hero, the dance of privacy and data insights continues.
As you venture forth, dear reader, remember to protect your users’ interests, embrace the power of consent, and savour the delights of informed decision-making.
by Daniele Masiello | Jun 30, 2023 | Analytics
Yo ho, yo ho, fellow digital adventurers! The time has come to say goodbye to Universal Analytics (UA) as it sets sail into the sunset. But don’t fret, for a new and improved vessel named Google Analytics 4 (GA4) awaits us. Before you embark on this exciting new voyage, whether you haven’t prepared yet (well mate, no pressure, but… it might be time to hurry up) or if you think you are prepared but want to double check, let’s make sure you’ve packed all the essentials.
Here are six critical points to check off before the UA ship sinks!
1) Is your new GA4 property shipshape and recording your key conversions?
Arr, mate! Did you use Google’s auto-migrate function to transfer your precious data to GA4? Whatever the answer is, you might want to make sure your main goals are properly recorded in the new property and, more importantly, switched on as conversions. You wouldn’t want your valuable data to be lost at sea. So, ensure those goals are set to “captain”, and let GA4’s conversion reports and Google Ads integration hoist your revenue sails!
2) Have you connected your Google Ads account to set sail with GA4?
Don’t be left stranded on a deserted island! Connect your Google Ads account to your new GA4 property to enjoy the benefits of seamless integration. Import GA4 conversions into your Google Ads account and watch your advertising campaigns navigate the vast digital oceans. Feast your eyes on Google Ads data in your GA4 reports and discover new horizons with GA4 audiences, which are more customisable than a peg-legged pirate. But beware, without “Google Signals” turned on, you might end up shouting “Yo ho, yo ho!” to an empty sea.
3) Prepare for a long voyage with data retention
As seasoned sailors, we know the value of keeping records. Set your GA4 data retention to the maximum allowed (14 months for free accounts or 50 months for 360 accounts). But why stop there? Connect your GA4 to a BigQuery project and export your data daily, ensuring it’s safely stored for as long as your heart desires. Let your data be the guiding star on your analytics voyage, helping you navigate through stormy seas and charting the course to success.
Want some pairs of extra eyes on your GA4 Migration? Get free GA4 audit NOW
4) Beware of the Bermuda Triangle of misassigned traffic and conversions, caused by payment domains
Pay attention, vessel captain! Add all relevant payment domains, such as PayPal and Stripe, to the referral exclusion list in your GA4 property. Failing to do so would be like steering your ship straight into the treacherous Bermuda Triangle. GA4 might misattribute traffic and conversions, giving credit to the referral channel when it should be applied to another channel like Paid Search. Don’t let your treasure fall into the wrong hands! Keep a watchful eye on your attribution and sail smoothly towards accurate analytics.
5) Migrate your trusty UA audiences to GA4
Just like loyal shipmates, your UA audiences have served you well. If you’ve been using them for targeting in Google Ads or segmenting reports in UA, it’s time to create new GA4 replicate audiences. Give your loyal crew a new home in GA4, allowing them to continue guiding your advertising adventures. With GA4’s advanced audience features, you’ll navigate uncharted territories and discover hidden treasure troves of customer insights.
6) Set sail towards GA4 optimisation!
Arriving safely at GA4 is just the beginning. Now it’s time to hoist the sails and optimise your GA4 property for a remarkable experience. Fine-tune your data collection settings to ensure smooth sailing and avoid getting caught in the windless waters of data gaps. Craft custom reports that unveil buried analytics treasures, and set up alerts to warn you of any unexpected storms on the horizon. GA4 offers endless possibilities to harness the power of your web data. Don’t be afraid to explore and unlock GA4’s true potential.
Still need to make sure your data ship is iceberg-safe? Ask our Analytics experts NOW
Yo ho again, fellow data sailors! The UA ship is setting sail for its final voyage, but GA4 is here to lead us into the future of analytics. By checking off these six critical points, you’ll be well-prepared to navigate the stormy seas and unleash the full power of GA4. So, hands on the wheel, adjust your captain’s hat, and set course for analytics greatness.
Bon voyage, and may the data winds be ever in your favour!
