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Analytics is undergoing a transformation, particularly with the shift away from third party cookie-based tracking.


  • Emphasis on first-party data and cookieless tracking solutions.
  • Attribution models of the early 2020s inch closer to obsolescence.
  • Greater focus on measuring SEO’s effectiveness beyond traffic metrics.

What This Means for Marketers:  First-party data and new attribution models need to be at the forefront of your analytics strategy. Understanding the holistic impact of SEO and other marketing efforts has never been more crucial.

Where to start:

  • Focus on building a robust first-party data collection strategy, utilizing tools like customer relationship management (CRM) systems.
  • Rework your attribution models to better reflect the non-linear customer journey.
  • Look beyond traditional traffic metrics and incorporate engagement, conversion rates, and customer satisfaction into your SEO success metrics.
  • Invest in a platform like Iris that uses your first-party data to bring your data sources together in a meaningful, accurate way.

How does Iris help?

Iris relies on data that’s safe to track and strategic data processing to get a more accurate and consistent story. We don’t need to rely on third-party cookies and spyware to get data to match up. Iris can:

  • Use Click IDs and UTMs to match the users that come to your site to specific ads.
  • User persistent user tracking strategies to improve your tracking of users across sessions and devices.
  • Validate the conversions that your ad platforms “guessed” or that came from users that didn’t click on your ads by comparing them to data from your source of truth.

Contact our team for information about Iris or for additional 2024 Predictions including paid media, lifecycle and design – download our full 2024 predictions guide.