The way you collect your data makes the difference between the success of your decisions or their total failure. Good data collection is the key to ensuring your business keeps moving forward. Without it, there is not much you can do.
To make correct data-driven decisions, many companies rely on information obtained through browsers. And that is understandable. This method allows them to collect a lot of data about their potential customers through various options like cookies, pixels or tracking scripts.
But there is a problem: that data can be incomplete, imprecise and even misleading. In fact, in this article we specifically want to talk about the problems that come with depending on browsers to obtain data and the opportunities that get left behind.
The goal of this article is not to demonise browsers. Like everything in life (and in the world of web analytics), they have their advantages and benefits for data collection, but also their disadvantages and shadows. Here they are:
The days of unrestricted freedom with cookies and data collection are long gone. There are increasingly more limitations in this area, coming from 3 different sources that can fragment your data and make it less reliable and representative of reality:
Increasingly restrictive regulations – Institutions seek to protect users and their privacy by giving them greater decision-making power over the information to be collected and limiting the reach of browsers.
Increasingly strict browsers – Whether due to institutional pressure or their own interests, more and more browsers are limiting data collection with stricter criteria and broader restrictions (e.g.: ITP in Safari or ETP in Firefox).
Increasingly wary users – In general, users have become more privacy-conscious and are increasingly opting to use ad blockers and carefully reviewing the cookie policies of websites to accept only what they genuinely want.
Browser data collection is designed in a linear fashion. That is, it assumes users will search and browse continuously, logically and consistently on a single website. But reality is quite different.
We live in a multi-platform, multi-device digital world. In addition to designing cross-platform experiences, it is essential that our data collection is cross-platform too. And the truth is that browsers do not allow us to do that.
If users switch devices, browse in incognito mode or block certain cookies, continuous tracking breaks down and data is not collected correctly. Consequence: your conversion funnel fills up with "black holes" that give you no information.
We have discussed on other occasions the importance of knowing how to differentiate between leads and conversions. And that separation is essential to be able to invest in actions and channels that genuinely generate results for your business.
Many marketing and business strategies rely on browser data to measure conversions. But browsers are not the most reliable source for this data point. Depending on the browser or your web analytics, you may be getting unrealistic data about conversions.
If browsers are attributing as a conversion something that may only be a lead, how are you going to be able to invest in and optimise your conversion funnel? It will be impossible to truly know what works and what does not.
Relying on browsers means relying on third parties. Specifically on third-party cookies. And although Google reversed its plan to remove them from Chrome, that does not mean you should relax.
Collecting user data and your initiatives through cookies means you will always depend on others to know what is happening. And if something changes (like the removal of third-party cookies), your business can be left completely in the dark.
Data from browsers can be useful and, with any luck, reliable. But regardless of that, they have certain limitations that can affect your decision-making capacity and your business in general.
Opting for other data collection methods such as server-side tracking means making better use of key opportunities like these:
Greater precision for more granular decisions – If you obtain information from far more reliable and specific sources, you will be able to make more strategic decisions that positively impact your business.
Better integrated data sources – You need to go beyond your browser. Other data sources such as CRM, analytics or digital advertising tools can also provide you with useful data. It is your responsibility to integrate them correctly.
Better attribution and conversion funnel optimisation – If you carry out far more reliable and precise data tracking, you will better understand what is really happening on your website. That will allow you to identify which areas genuinely need to be optimised.
Regulatory compliance – Remember! Regulations are becoming increasingly strict and all indications are that they will continue to do so. That is why you need a well-designed system that complies with all regulations without sacrificing key information.
If right now you depend exclusively on browsers to collect data, you may be making some decisions in the dark. Or at least with less precision and reliability than you could have.
From Boost we can help you design more advanced strategies, using far more precise collection and attribution systems and integrating your different data sources. In short: we can guarantee that your data truly reflects reality and you can rely on it.
If you want to move towards a more reliable and future-proof model, write to us and we will design a tailored solution.
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