Get to know our users perfectly It is essential for the proper performance of the business. Thus, it is important to know who visits our website, the journey you take And if, finally, you make the purchase, it offers the ability to make decisions about our business based on data and the possibility of maneuvering and strategizing. Today, Google Analytics cannot record 100% of the visits, especially since the implementation of the last modification in the law of cookies.
“All professionals in the sector, we are detecting traffic drops on most websites. Some decreases that are not real, because the websites continue to have the same traffic or more”, says Rafael Jiménez, CEO and founder of Seal Metrics. Google Analytics registers fewer and fewer visits and this tool works by activating cookies in the browser, thanks to which you can track your activity on the web. If these cookies are not activated, there are no visits.
“To this we must add that users are increasingly careful and want their data and visits to be recorded, so they usually reject cookies or only activate the essential ones to navigate”explains Rafael Jiménez, who adds that “As a result of this situation, in 2022 we have seen decreases of between 40% and 45% in the registration of sessions and users, the most followed KPIs. Some very pronounced falls in the case of small and medium-sized companies, which have fewer tools and budget to analyze and make all their processes efficient. This uncertainty about their traffic data causes them to misinvest their marketing budget.”.
A worrying scenario if we take into account that 51% of Spanish SMEs They operate through a online channel. E-commerce has become a key ally for consumers and has allowed SMEs to continue to grow in Spain, in addition to expanding their services and products to reach new users, not only in our country but also abroad. That is why knowing traffic data is so important.
From Seal Metrics, the Cookieless web analytics tool, they point out that “This situation is not going to change in the short term because the user journey is becoming more and more complex, multi-channel and multi-device. A professional needs to know this data to make decisions and, in addition, it is necessary to take into account the fact that users do not want to be measured or profiled without their consent. That is why we must have tools that ensure the future of SMEs”.
Sectors most affected
The sectors most affected by the online traffic data loss are Clothes and accessories (35%), beauty and health articles (28%) and software as a service (SaaS) (37%), which suffer serious falls and loss of knowledge of their business by not being able to correctly measure their traffic and sales. For Seal Metrics, “The consequences are already palpable in the sector and the main one is the lack of confidence in the data, basic information for marketing professionals and direction for decision making.”
In a much more competitive global environment than in the pre-pandemic, getting sales or attracting customers is much more expensive. Greater competition, users with less purchasing power, more expensive platforms like Google Ads or Facebook Ads.
Rafael Jimenez points out that “All this causes less margin to get a sale. If we add to this that a high percentage of users do not accept cookies, an upward trend as we see in Germany or the Nordic countries, the lack of data causes companies to adopt a defensive measure with a restriction on their marketing budget, thus generating a slowdown in the growth of your business that can be worrying if no action is taken”.
