Do you know what the impact of ITP is on your GA data?
This case study from Paul Koks illustrates a potential, negative impact on you GA data because of large share of Mobile/Safari users and revenue. This is partly negated because of high percentage of users converting within a short timeframe.
Currently – as a rough estimate – 9 to 12% of all revenue might be improperly attributed (wrong channel). Eventually, this might rise to 15% of even higher if mobile share increases over time. And what about changes to Firefox or within the Google sphere? All not yet fully clear. Channel performance (outside of Direct) is most probably better than what the Google Analytics data is currently showing. Google could consider lowering channel-specific targets.
Lets see how this story continues…
What else in this week newsletter:
- Netflix A/B test example and rejects free trials
- Native lazy-loading for the web
- Events: Turing Fest & Learn Inbound
Job opportunities @ Online Dialogue & Swiss Sense
Have a nice day.