Microsoft Advertising Institute addresses the recent survey-based studies on cookie deletion with an analysis that compares self-reported cookie-deletion estimates with the cookie “lifespan” of survey respondents.
The behavioral data confirms that people who report deleting their cookies on a regular basis generally have short cookie lifespans. However, the analysis reveals some remarkable disparities between user responses to cookie deletion and their actual behavior. For example, 4 out of 10 respondents who claimed to delete their cookies weekly or monthly actually had cookie lifespans more than double their survey response.
This Digital Marketing Insight explains the impact of cookie deletion on conversion tracking. It presents a best practice to correct for the bias of cookie deletion on reach and frequency reporting, as well as examines the implication of cookie deletion on profile and behavioral targeting.
Cookie-based reporting and analysis continue to provide reliable metrics to measure and optimize online campaigns. Smart marketers must continue to employ new best practices like the reach and frequency filtering described above to ensure they maintain an accurate picture of their marketing effectiveness.
Microsoft Advertising Institute publishes Digital Marketing Insights (DMIs), a series of publications by digital marketing experts that help our customers improve their digital marketing effectiveness. Many of these findings are also made available to the digital marketing industry at large. Each DMI is designed to help marketers more successfully build value with their customers, throughout the customer lifecycle: from awareness to acquisition and from retention to growth. Microsoft Advertising Institute also provides education in digital marketing to Microsoft customers. Learn more about Microsoft Advertising Institute.
Download the complete Digital Marketing Insight report to learn more about research findings and key takeaways.
