Optimising Conversion Tracking for PPC in a Privacy-First World

Transcript

3. 01 The Data Dilemma
5. Loading a Webpage Client Request: “Hey server, gimme that page!” Response: “Here’s the stuff!!” Server Internet Cats Homepage 1 2
6. Client-side Tracking Runs in user's browser (cookies, pixels) Shows user behavior & journey Vulnerable to blockers & consent
7. Server-side Tracking Runs on your web server Bypasses blockers & restrictions Limited behavior insights
8. Key Factors Impacting Tracking
9. 1 User Consent & Cookie Policies With GDPR, 30% of users decline tracking cookies 2 Ad Blockers & Browser Restrictions 26% of users employ ad blockers 3 Attribution Windows & Cross-Device Tracking Shortened windows & multi-device usage breaks tracking
10. 100% Accuracy Isn't Possible
11. GDPR enacted, Requiring explicit consent for data collection 2018 iOS 14 update, 62% of users opt out of tracking 2020 Third-party cookies phased out by major browsers 2023 Google Consent Mode v2 launched, Balancing privacy with data needs 2024
12. BAD DATA, BAD DECISIONS BAD DECISIONS 02
13. Poor Tracking Poor Decisions Wasted budget Poor Results. z 1 2 3
14. 61% marketers struggle to prove ROI. Hubspot
15. 03 Best Practices to Improve PPC Tracking
16. What do you want to know?
17. “Data is like garbage. You’d better know what you are going to do with it before you collect it.” Mark Twain
18. Things to Consider when Optimising Tracking A B C D Budget / Volume of Data Number of Marketing Channels Used What’s Your Tech Stack? CRM etc. Length of Sales Cycle / Number of Touchpoints
19. Low Medium High Enhanced conversions + Google Consent Mode Server-side tracking + First-party data strategies Advanced attribution tools (MMM, multi-touch) Solutions By Budget Level
20. Implement Google Consent Mode v2 Adjusts collection based on consent Maintains compliance while maximising data 1 Optimise Meta Pixel & Google Ads Improve match quality Send enriched data to platforms 2
21. Adopt Server-Side Tracking Bypass client-side restrictions Increase tracking reliability 3 Leverage First-Party Data Collect data with explicit consent Build owned audience insights 4
22. Custom & Micro Conversions Perfect for startups and low- conversion websites Define signals of buying intent Examples: 60+ seconds on site, 3+ page views Offline Conversions for B2B Capture gclid with contact form submissions Pass to CRM system Return conversion data to Google with deal values
23. Have any of you implemented these solutions? What results have you seen?
24. 04 The Cost of Inaction
25. Neglecting to adapt to the new privacy landscape results in misinformed decisions.
26. Your data quality is critical to your business success.
27. Abbie’s Takeaways Embrace Imperfection Optimise what you can measure, not what you can't. Know Client vs. Server Understanding the difference improves your interpretation. Start with Why Define business questions before implementing tracking. 1 2 3
28. Which of these resonated most with you today?
29. If your tracking data is off by 30-40%, what opportunities are you missing? I’m offering a free audit to the first 5 people to connect with me on LinkedIn. Scan for a 30 Min Audit Abbie Poots