April

The evaluation of cookie consent has been fundamentally optimized and transferred from the general event statistics to a separate area. Whereas the consent data previously had to be filtered out manually from the “Events” report, a dedicated report is now available for this purpose. This can be accessed via the main menu under “Consent Manager”, which has been expanded to include the new submenu with the items “Configuration” and “Analysis”.

Within the new report, the data can be analyzed using specific dimensions. The category “Consent Manager” is permanently defined. When using the etracker Consent Manager, the type of dialog – differentiated by “Box” and “Banner” – is specified for the objects. The “Cookie consent” object is also included. The decisive values are provided by the underlying actions “allow” and “deny”, which reflect the direct consent or rejection of the user.

In order to be able to interpret the data in the report precisely, it is crucial to differentiate between the key figures:

• Visits: Indicates the number of visits during which the dialog was displayed or an interaction took place.
• Visitors: Shows the number of visitors to whom the dialog has been presented or who have made a selection.
• Events: Reflects the total frequency of events. For example, since every page view is counted for the dialog and users can theoretically interact multiple times, this value represents the sum of all playouts or interactions.

Important for analyzing the consent rate is the fact that only real events are recorded in the report. If a returning visitor calls up the page and is not shown the consent dialog again because their selection has already been saved, this call does not appear in the report. The statistics therefore focus purely on active interactions with the dialog.

Use the new report for the immediate approval rate on display. This is particularly valuable for testing the effect of changes to style, design or texts. To evaluate the long-term overall impact, including all returning visitors, you can continue to access the “Visits/visitors with cookies” key figures in the traffic reports as usual.

This analysis option can be used flexibly: consent rates can also be shown in the new report when using external consent management platforms (CMP), provided that etracker is listed as a provider in the respective platform.

In order to optimize the measurement accuracy of your Google Ads, Meta Ads, TikTok Ads and Pinterest Ads despite the increasing limitations of classic cookie and URL parameter tracking, etracker supports the use of Enhanced Conversions. This function makes it possible to transmit conversion data to advertising platforms not only via the classic click ID (e.g. gclid for Google Ads), but to achieve attribution by transmitting additional information. After implementation, enhanced conversions are taken into account for both tag-based and server-side transmission to the marketing platforms.

Instead of relying solely on technical identifiers, existing customer data such as the e-mail address is included in the conversion event (e.g. after a purchase or registration).

1. Pseudonymization: Before the data is transmitted to advertising platforms, etracker converts it locally into a cryptographic hash (SHA256). Plain text data is never transmitted.
2. Matching: The advertising provider (e.g. Google) checks internally whether this hash belongs to a user who has previously clicked on an ad.
3. Attribution: If a match is found, the conversion is precisely attributed – even without a click ID and across device boundaries.

The implementation of Enhanced Conversions is particularly easy and convenient via the etracker tag manager with the help of a variable of the type “Data provided by users”.

Click here for the corresponding documentation