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

Have you noticed that you have significantly less user data available for web analytics than before? The current data protection regulations pose major challenges for online marketing and data analysis. The German Telemedia Act will also catch up from 12/01/2021.

Cookie-based tracking requires user consent and leads to data loss if this is not provided. Cookie-less tracking, as made possible by providers like eTracker and Matomo, would actually be exempt from the Consent Manager (“Cookie Banner”), but it brings other disadvantages. Recurring users, for example, can no longer be captured, and assigning them to channels and campaigns involved in the funnel during purchase becomes difficult or impossible.

In this article, we have explored the future of (marketing) cookies and dared to look ahead. Today we ask: What possibilities and methods exist to obtain meaningful data despite difficult conditions? Our web analytics warriors have put together the 6 most important tips for you.

1. Ensure error-free tracking

Especially when less data is available or certain evaluations are omitted, it is particularly important to set up tracking error-free to obtain correct meaningful data. All online marketing activities are based on user data to some extent to assess the success of campaigns and channels and to optimize actions. Faulty data can significantly distort this picture and lead to false 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 embedded far down the code may not trigger if users leave quickly)

• Faulty transmission of e-commerce data, for example through incorrect integration of the data layer for the Google Tag Manager

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

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

2. Data evaluation through extrapolations

Even if data is lost due to the implementation of the Consent Manager (“Cookie Banner” as commonly known), there are ways to at least approximate real user data. Companies that have data collected before the implementation of the Cookie Banner can estimate how many users are likely no longer captured by the new banner because they do not give their consent. Accordingly, all data can be extrapolated to get an impression of the total number of visitors.

Depending on the implementation, the Consent Manager can mean a data loss of well over 50 percent. Extrapolations help here to create a realistic picture. Additionally, the comparison with the company’s own data warehouse provides insight into what is actually happening in the shop, even if not all users and interactions can be captured.

It is also important in this context to use other tools - 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 consent in the Consent Manager. An example of this is the Google Search Console, which provides very good insight into the users of unpaid search ads on the search engine Google. Here too, a comparison is appropriate: how many organic users are captured in the web analytics tool, such as Google Analytics, and how many does the Google Search Console display? How does this ratio differ compared to before the introduction of the Cookie Banner? How many more users are not captured in Analytics accordingly? However, it should also be considered that the user numbers in both tools could be captured differently.

Other tools that provide good data are professional SEO tools (Sistrix, SEMrush, ahrefs, etc.) that provide information on keywords and rankings, and sometimes also click behavior and corresponding extrapolations on expected clicks per keyword. Here, too, the comparison with the web analytics data is very helpful and reasonable.

4. Utilize microconversions

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

Examples of so-called micro conversions are:

• Submitting a contact inquiry

• Downloading a PDF document

• Creating an account

• Adding items to the shopping cart

• Opening the shopping cart

• Adding payment options.

If these are measured, you take advantage of the chance to better understand what users do on the site and where there is room for optimization.

5. Understand users better

With less available data, it's not only important to track correctly but also to capture all relevant data on user behavior to better understand users. Not everything that is measurable needs to be tracked. The goal is to create a concept and define which data is measured for what reason and what insights you can derive from it. (Collecting data just for its own sake contradicts the idea of data minimization and can quickly lead to losing the overview.)

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, which elements and content are even perceived?
Distinguishing between actual interactions with the page and mere presence on the page is also important. Implementing events that go beyond a simple page view or click is also helpful in measuring the presence on the page (to give tools like Google Analytics another data point).

6. Increase the percentage of captured users

From our experience with many different websites, we can say: You can influence how users react to your Consent Banner, i.e., how many percent of 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.

Of course, users should never be forced to consent; everything must remain transparent, but there is still some leeway in design – from the wording to colors, and button or link sizes. Users are more likely to consent, for example, when it is explained that data is used to improve user experience, rather than giving the impression that it's just about advertising.

Professional web analysis with the internetwarriors

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

Contact us, we’ll be happy to improve your web analytics for you, for more meaningful data analysis and successful online marketing campaigns!