WWF | ECONDA by DYMATRIX

Performance Media and econda providing GDPR-compliant Conversion Tracking and minimizing Consent Gap

The WWF is faced with an online marketing challenge. Many different marketing channels lead to a large amount of different projects soliciting donations. A targeted and structured mapping between the donations collected and the associated marketing channels would be very helpful for performance analysis. However, due to the GDPR and the obligation to collect opt-ins from users, there are a large number of missing consents that make this assignment impossible. Together with PIA Media and econda, WWF has implemented a solution that makes it possible to track which channel was used to generate which conversion. The trick: It works even without an opt-in on the part of the website visitor and yet is still fully compliant with data protection because it works with anonymous IDs and does not link data to people. In this use case, we show you how we managed this.

The challenge: Consent Gap

A basic problem in current modern online marketing is that online conversions can no longer be measured 100%. If visitors don’t consent to cookies, you essentially no longer have the technical foundation for measuring conversion. If your customer does not opt in, you’re left fumbling around in the dark. This creates gaps in your measurement – so-called Consent Gaps – which have a negative impact on the evaluation and optimization of campaigns. No-one can make sound recommendations for action or properly evaluate the performance of individual channels without data to hand. The Consent Gap varies across channels and was between 17% and 63% for the WWF. The potential for recovered ordersis particularly high for channels with a high Consent Gap . Recovered orders in this case are the possible cases in which we can subsequently assign conversions to a specific marketing channel. The Consent Gap usually correlates to the channel-specific Consent Rate.

The solution: Cloud-Based Conversion Measurement

Using cloud-based conversion measurement, we can determine both Consent Rate and Consent Gap per channel, campaign, or even banner. We offer a measurement method for all users – those who consent to cookies and those who do not. If the user consents to cookies, then conversions are measured based on cookies. If they do not consent to cookies, we measure post-click conversions on a session basis, without any marketing cookies and no personal identifiers. The measurability of the post-click conversions remains the same, so that you can continue to evaluate your media investment. For marketing, this enables a more targeted and improved evaluation of individual channels.

Cloud Tag Management

As an additional stage of cloud–based conversion measurement, post-click orders can be transferred to platforms such as Google, Facebook or Bing. In this case, there is no need whatsoever for the platform’s own on-site pixels and their cookies. Any orders are transferred exclusively by API. You retain full control over the data that is transmitted to US companies at all times.

What is the benefit of using cloud-based conversion measurement?

With these solutions , it has been easy for us to assign the unattributable conversions at WWF to a marketing channel. In the display channel, we saw a consent gap of 17% in measurable conversions for WWF. Thanks to our cloud-based conversion measurement we were able to close this gap by 83% .

Meaning that you can reactivate consents you thought were lost by using econda and PIA media.

Conversions are measured even without cookie consent. In the context of anonymous recording, you will not miss any conversion.
This works using anonymous IDs. Any user reference is omitted and the user is only assigned to the respective campaign.
You get a privacy-compliant solution that can provide you with valuable information in a way that is fully compliant with data protection. Your customers’ data is and will remain private, but you can still evaluate the performance of your channels.

Want us to implement something like that for you? Just let us check your store in our free potential analysis, conducted by an e-commerce expert. Our colleagues will give you extensive feedback on your store, possible improvements and potential areas for optimization. So far, this has brought new insights to every participant and is a great introduction to the econda world.