{"id":28107,"date":"2021-04-21T08:48:12","date_gmt":"2021-04-21T12:48:12","guid":{"rendered":"https:\/\/exob2b.com\/analytique-web-quelques-nouveautes-impact-b2b\/"},"modified":"2022-01-04T13:34:08","modified_gmt":"2022-01-04T18:34:08","slug":"web-analytics-some-new-features-and-their-impact-on-b2b","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/web-analytics-some-new-features-and-their-impact-on-b2b\/","title":{"rendered":"Web analytics: some new features and their impact on B2B"},"content":{"rendered":"\n

Things are happening in the fascinating world of web analytics! It moves so fast that you can feel left behind and even overwhelmed.<\/strong><\/h2>\n\n\n\n

For the average manager in B2B, web analytics comes down to impressions, clicks, CTR<\/strong> (<\/strong>click-through-rate<\/strong><\/a>) <\/strong>bounce rate, average page, conversion rate… But it’s of course more than that (uh, revelation). Here’s a summary of what’s going on and why you should be interested.<\/strong><\/p>\n\n\n\n

To make it interesting, I’m going to talk about real cookies throughout this post… Oh, hello originality!<\/em><\/strong><\/p>\n\n\n\n

Cookiecalypse – the end of third-party cookies<\/strong><\/h3>\n\n\n\n

What’s a third-party cookie? Let’s first differentiate the internal cookie from the third party.<\/p>\n\n\n\n

Internal (or native)<\/strong> cookie: normally generated by the server of the site itself. For example, it is used to memorize preferences and thus improve the user experience (e.g., memorize a password).<\/p>\n\n\n\n

Third-party cookie: it is used to collect data on the Internet user who browses the Web in order to draw up a profile (ex: the Facebook pixel).<\/p>\n\n\n\n

Why is it important?<\/strong><\/p>\n\n\n\n

Google Chrome will no longer use third-party cookies as of 2022. <\/a>Why not? To comply with European and California data protection standards and, to be really good people by protecting other people’s privacy…<\/p>\n\n\n\n

\"bullshit<\/figure>\n\n\n\n

The GAFAM<\/a> data war is officially underway, where you and I will be the collateral victims.<\/p>\n\n\n\n

… and what will be the impact on my B2B business? The way you advertise online will change; little or no remarketing possible, it will be more difficult and, shallower campaign performance tracking.<\/strong><\/p>\n\n\n\n

Basically, in the not-too-distant future, the cookie box will give you this feeling:<\/p>\n\n\n\n

\"moment
https:\/\/en.dopl3r.com\/memes\/dank\/that-moment-butter-cookie-product-of-de-mark-butter\/200827<\/a><\/figcaption><\/figure><\/div>\n\n\n\n

Facebook Ads vs. IOS14 – What’s this message?<\/strong><\/h3>\n\n\n\n
\"analytique<\/figure>\n\n\n\n

Do you advertise on Facebook and have you seen this disturbing message?<\/p>\n\n\n\n

IOS14 (Apple) recently announced a major update to protect its users’ privacy from the infamous Facebook. This will have a significant impact on measuring the performance of Facebook campaigns.<\/em><\/p>\n\n\n\n

Are you still wondering if there is a war going on between the web giants?<\/p>\n\n\n\n

On your side, you poor collateral victim, there are some tricks you can do to limit the damage:<\/p>\n\n\n\n