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As we all know, the first step of the “cookiepocalypse” started with GDPR and has since become more and more severe with every new version of ITP being rolled out. As a result of these relatively new developments, a big chunk of tracked data is no longer accurate, especially when talking about longer online customer journeys.

This statement implies that tracking before GDPR was, in fact, accurate. Recently, however, we’ve been having doubts about this premise. Due to the nature of cookies, and the user’s control over them, we started wondering if they ever actually worked for tracking a long customer journey, even before all of the systems were put in place to improve the privacy of the general public.

Did the numbers shown in Google Analytics accounts actually show us an accurate view of customer journeys, attribution, or other things? Did a classic media plan focused heavily on the first wave of acquisition campaigns followed by a strong Retargeting boost make sense? Did it make sense to invest in a DMP that was heavily reliant on cookies?

We had a hunch, but of course, couldn’t know for certain. To remove some of this uncertainty, we decided to contact Ipsos to run a survey for us to gauge the user’s treatment of cookies and their browser settings.

Download the PDF below to find out what conclusions we got from the survey, how we should have been looking at tracked results, and how we should continue to look at them.

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