Data Analysis 2021: How to Interpret Data Even with Less Data!

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Do you find that you have significantly less data from your users available in web analytics than before? Current data protection regulations present big challenges for online marketing and data analysis. The German Telecommunications Act is also following this path starting December 1, 2021.

Cookie-based tracking requires users' consent and results in data loss if consent is not given. Cookieless tracking, as enabled by providers like eTracker and Matomo, would technically be exempt from the Consent Manager (“Cookie Banner”), but it has other drawbacks. For instance, recurring users can no longer be captured, and attributing them to channels and campaigns involved in a purchase funnel is harder or impossible.

In this article, we have explored the future of (marketing) cookies and ventured a look into the future. Today, we ask: What possibilities and methods exist to obtain meaningful data despite challenging conditions? Our web analytics warriors have compiled the top 6 tips for you.

1. Ensure error-free tracking

Especially when less data is available or certain evaluations are no longer possible, it is crucial to set up tracking error-free to obtain accurate and meaningful data. All online marketing measures rely on user data to assess the success of campaigns and channels and to optimize them. Faulty data can significantly distort this image and lead to wrong conclusions. Correct tracking is therefore essential for effective online marketing.

The most common errors include, for example:

• Tracking errors or missing tracking after a relaunch (the tracking code is not implemented)

• Faulty base code

• Tracking code implemented in the wrong place in the source code (a code placed too low in the code may not trigger if users leave quickly)

• Faulty transmission of e-commerce data, for instance, due to incorrect integration of the data layer for Google Tag Manager

• Faulty filter settings in the data view (for instance, more data is filtered out than intended)

It is therefore important to carefully check the implementation of the tracking and the settings in the analysis tool and, ideally, have a web analytics expert set up the tracking.

2. Data evaluation through projections

Even if data is lost through the inclusion of the Consent Manager (commonly referred to as “Cookie Banner”), there are ways to approximate the real user data. Companies with access to data collected before the implementation of the cookie banner can project what percentage of users are approximately no longer recorded due to the new banner because they do not give their consent. By doing so, all data can be projected to get an understanding of the total number of visitors.

Depending on the implementation, the Consent Manager can mean a data loss of well over 50 percent. Projections help create a realistic picture. Matching with one's own data warehouse also provides insight into what actually happens in the shop, even if not all users and interactions can be captured.

In this context, the use of additional tools is also important - see the following tip.

3. Use additional tools for data analysis

Not all tools are based on cookies or personal user data and therefore do not require approval in the Consent Manager. An example of this is the Google Search Console, which gives very good insight into users of unpaid search ads on Google. Comparing is also beneficial here: how many organic users are captured in the web analytics tool, such as Google Analytics, and how many does the Google Search Console show? How does this ratio differ compared to the time before the introduction of the cookie banner? How many more users are not captured accordingly in Analytics afterwards? However, it's important to consider that user numbers can be recorded differently in both tools.

Additional tools that provide good data include professional SEO tools (Sistrix, SEMrush, ahrefs, etc.), which provide information about keywords and rankings, sometimes also click behavior, and corresponding projections on expected clicks per keyword. Here, reconciling with web analytics data is very helpful and useful.

4. Use microconversions

If only so-called macro conversions are recorded (like a purchase completion), you not only miss the chance to learn more about users and their behavior, but there's also the risk of losing data if users decide against tracking during the conversion process, meaning the macro conversion is not recorded.

Examples of so-called microconversions include:

• Submitting a contact request

• Downloading a PDF document

• Creating an account

• Adding items to a shopping cart

• Opening the shopping cart

• Adding payment methods.

By capturing these, you take the opportunity to better understand what users are doing on the site and where there is room for optimization.

5. Better understand users

With fewer data available, it is important not only to track correctly but also to capture all relevant user behavior data to better understand users. Not everything that is measurable needs to be tracked. It's about creating a concept and defining what data is measured for what reason and what insights you can derive from it. (Collecting data only for its own sake contradicts the principle of data economy and can quickly lead to losing track.)

For example, clicks on a specific button can provide valuable insights, as can the scroll depth of users: how far do users scroll on the page, what elements and content are even noticed?
The distinction between actual interactions with the site and mere staying on the site is also important. Implementing events that go beyond a pure page view or click is also helpful to measure the time spent on the site (to give tools like Google Analytics another data point).

6. Increase the share of recorded users

From our experience with many different websites, we can say: you can influence how users react to your consent banner, that is, how many users reject tracking. To capture and evaluate as much data as possible, it makes sense to test (keyword A/B testing) and not to integrate a standard banner. Design and wording can make a significant difference.

Users should, of course, never be forced to consent, everything must remain transparent, but there is still some leeway in the formulation, colors, and button or link sizes. Users are, for example, more willing to agree if it is explained that data is used to improve user experience rather than leaving the impression that the focus is solely on advertising.

Professional web analysis with the internetwarriors

Would you like to professionally set up your tracking or have it checked and optimized by our experienced web analytics warriors? We bring not only a lot of experience in optimizing consent managers and have achieved significant data loss reductions for many customers, but over the past years, we have also set up effective tracking for many different companies and websites. Since we ourselves engage in online marketing, we understand the requirements and can tailor your tracking exactly to your needs, channels, and campaigns.

Contact us, we are happy to improve your web analytics for a more meaningful data evaluation and successful online marketing campaigns!