Many changes are taking place in the market regarding the use of cookies. There are two types of cookies that are important for a website. These are the 1st party and 3rd party cookies. The 1st party cookies are cookies that are viewed directly from the website. These cookies are therefore on the website itself. The 3rd party cookies are cookies made by other websites. Examples of 3rd party cookies are the Facebook Pixel or the Google Ads remarketing tag.
We use these 3rd party cookies for all online marketing activities. However, various web browsers, such as Safari, have adjusted the use of 3rd party cookies for privacy reasons. The 3rd party cookies can now, after the adjustment, only be stored for 1 day or no later than 7 days. In addition, about 36% of all desktop users use a web browser with tracking prevention (ad blockers). This is 37% for mobile use and 50% for tablet use.
These changes have a huge impact on the measurability and thus the management of online campaigns. Because it means that visitors to a website will disappear from a remarketing list after one day. It is also possible that a conversion that takes place after this number of days will not be assigned to a campaign. In addition, the browsers that use adblockers as standard ensure that relevant data such as website visitors or purchases are missed.
TraceDock to the rescue
TraceDock is a Dutch tool that addresses this problem. With the help of TraceDock we can store the Safari cookies for longer, so that we can use the cookies for 180 days, instead of a maximum of 7 days. This way you prevent a returning user from being seen as a new user after 7 days.
We can also track website visitors who use a web browser with an adblocker to expand your data. This way, analysis becomes even more complete and we can use the data even better in optimizing the campaigns.
Hide and Seek proud TraceDock partner
Hide and Seek has recently become an official partner of TraceDock. That is something we are very proud of as a relatively small agency. TraceDock mainly works with larger agencies and data-driven enthusiasts. They have helped well-known brands such as HEMA, the Nationale Vacaturebank, Greetz and Independer with this change in the market.
We are currently busy helping our customers with the changes concerning cookies. The first customers are already affiliated with TraceDock. We have already achieved good results within a short period of time.
For example, we see a clear difference between the number of visitors recognized after 24 hours and 7 days in two months after setting this up. This is shown in the graph below. The left graph shows how many visitors were recognized before the implementation of TraceDock. In the right graph, we see how many visitors we recognize with the help of TraceDock. The implementation of TraceDock ensures that we recognize 14% more returning visitors. Before implementation, we mistakenly saw these as new visitors.
In addition, we now collect more events (data) because we can also track visitors who use a browser with an adblocker. For example, in the graph below we see that 26 purchases are registered in Google Analytics in the past two weeks, which we would not have measured otherwise. This allows us to better attribute these purchases to the online campaigns and obtain accurate data about the performance of, for example, Google Ads or Facebook campaigns.
Happy to help!
Would you like to learn more about the changes regarding cookies or do you want to use the benefits of TraceDock? Then contact us directly! Hide and Seek is happy to help you with all your tracking questions about cookies.
Hide and Seek is an online advertising agency. We are knowledgeable, personal, strategic and different.
