Use reporting tools to unify data across
Platforms Attribution models, methods of data collection, cookie settings, and more can impact data tracking and attribution. That’s why it’s important to examine your data through different lenses. For example, someone may see your ad on Facebook several times. Then, they do a Google search, click your Google ad, and fill out a form on your website. In this scenario, your Google Ads account will count the form submission as a conversion from Google. Google’s tracking has no idea that user ever saw your Facebook ad. Does it mean your Facebook ad isn’t effective? No! That’s why it’s important to leverage reporting tools across platforms — like Google, Facebook’s conversion API, and our very own MarketingCloudFX suite, which can help unify your data across tools.
Expert insights from nolan headshot Nolan Chinese Australia Phone Number List Barger WebFX’s DataTech Solutions Technical Lead At WebFX, we not only use our MarketingCloudFX tool as a source of truth, but we leverage conversion APIs and pixel tracking for platforms like Meta, Google, LinkedIn, and more to ensure we have an extremely robust dataset, with many attribution models to make decisions from. 25. Understand cookie consent banners A trend that has already started, but will continue this year — the use of cookie consent banners and popups. dunkin consent banner Nolan recommends first talking with an attorney to determine what level of risk your business is at for your industry and locations you serve.
Then, you need to a game plan for what type of consent banner to offer. Consent banners directly impact the data you can track from your marketing efforts, so it’s extremely important to consult the right people and do your research ahead of time to avoid “breaking” your tracking and reports. Tech and tool trends Key Takeaways Explore emerging adtech opportunities Lean into personalized ABM campaigns Invest in a mature tech stack *Insights from Dan Shaffer, WebFX’s Director of Marketing Operations 26. Explore emerging adtech opportunities New suppliers and providers continue to emerge in the adtech space, especially when it comes to connected TV (CTV) and over-the-top (OTT) advertising. |
