APPLE UPS THE ANTE ON PRIVACY
Did you know that Apple’s latest Safari browser is setting new standards for online privacy and security? Safari now automatically blocks cross-site trackers, making it harder for companies to profile you as you browse the web. It also features a Privacy Report that lets you see exactly how your data is being protected on each website you visit. This shift towards enhanced privacy isn’t just an extra feature either; it’s the new normal.
So, what’s behind all these privacy changes?
Recently, there has been a significant shift in how cookie consent and GDPR are handled. If you’ve read our blog over the last couple of months, you won’t be a stranger to all of this, but if you haven’t, the long and short of it is that there are growing concerns about data privacy and potential misuse.
Are third-party cookies objectively dangerous?
This change may have you thinking that third-party cookies are bad or even dangerous, but that’s not the case at all. When they’re used for their intended purpose, like how we use them here at 21Digital, they’re perfectly safe. And really, you’re more at risk when you don’t use privacy settings across your social media platforms to properly manage your digital footprint – but that’s another story.
Third-party cookies are an essential part of why modern websites function as smoothly as they do. They help keep items in your shopping basket while you decide whether to purchase that new pair of shoes or undertake that garden DIY project, or they recommend similar products based on what you’ve viewed– you know, the standard stuff.
On the more technical side of things, they help marketing agencies like us understand user behaviour patterns on your websites and improve the overall experience to ensure your customers get the best experience. However, due to growing concerns about data protection, third-party cookies have become opt-in only, as opposed to opt-out, which is what they were up until very recently. This means we can’t track user activity unless consent is explicitly given upon entering the site.
Enter: Enhanced Conversions
For some SMEs, this change has created a perception that they’re losing website traffic, but in reality, it’s just that we can’t track it as easily or accurately using 3rd party cookies anymore. They’re largely just teething issues, so it’s nothing to worry about; it’s not an accurate reflection of how your audience is using your website. Everyone is also in the same boat, so you’re not alone. We have every confidence that as we become more familiar with these new GDPR rules, the solutions will soon follow.
In fact, it’s already happening!
To address this growing concern, Google has introduced Enhanced Conversions – a new way to accurately track website views and customer journeys without relying on third-party cookies. So, there is a light at the end of the tunnel!
If you’re interested in how we are using Enhanced Conversions to help your business navigate these changes, we’ve broken down everything you need to know in one of our most recent blog pieces.
At 21Digital, we’re a multi award-winning agency specialising in lead generation and ecommerce, providing digital marketing services including web design, web development, SEO, Google Ads, digital consultancy, social media marketing and email marketing. If you have any questions regarding the recent changes to the cookies policy, don’t hesitate to reach out to our experts, and we’ll be more than happy to see how we can help your business gather all the necessary data you need to deliver for your customers!
