The Dark Age Of Digital Marketing Is Here.

Gone are the golden days of running campaigns. Ad tracking and user browsing changes means blocked and bias marketing data has become the new normal.
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Goodbye ROAS. Hello conversion disruption.

Based on our sample size of over 100 million devices, below is the most up-to-date data on conversion disruption around the globe.

The average rate of blocked marketing data, per country*:

*Please rotate on mobile

Your brand will be impacted more if any one of these qualities match your key target audience:

Under 35yrs

Mostly male

Tech savvy

Affluent

How this conversion disruption is crippling your tags and pixels:

Up to 35% of conversion data missing
Poor optimization
Limited customer journey visibility
Unable to reach high-value customers
Missed remarketing opportunities
Wasted remarketing to converted customers
Onsite behavior not captured

No visibility over total visitors, and some returning visitors
Discrepancies with CRM data
Skewed audience data
Misleading “direct” and “not set” (unknown) conversions
Limited attribution models

Tests will take longer to reach significance
Certain users will be blocked from seeing variants - creating bias against tech-literate users and younger demographics in particular
With data missing, and skewed, misleading insights could be used for decision-making

Salesforce Marketing Cloud Personalization

Missed opportunities to capture 1st party data
Limited opportunities to get the right message, to the right user, and the right stage of their journey
Personalization limited
Blocked automation workflows

Misleading user insights, and limited opportunities for personalization
Incorrect subscription charged, due to repeat visitors being charged multiple times as “new”
55% of journey data could be missing

Cookie loss and iOS 14+ have exacerbated conversion disruption.

96% of iOS users have opted out of in-app tracking, removing visibility over campaign attribution and preventing optimization.

Individual journey and attribution data for Safari & Firefox users is only available for 1-3 days, before 1st party cookies are reset.

At least 16% of your media spend will never convert due to blocked data alone

Audience and channel insights are misleading

Campaign performance and ROAS is in decline

Budgets cannot be allocated correctly due to poor data

At least 1 in 5 conversions cannot be attributed

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