The Impact Of Cookie Deletion On Marketing Attribution

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.


One of the questions frequently asked about attribution is how much cookie deletion by Internet users affects its accuracy. This is an extremely valid question, because proper attribution of digital channels such as search and online display is very much dependent on these little pieces of code placed on users’ computers to collect the data associated with the touchpoints created by your campaigns.  So without cookies, the attribution process that’s dependent on that touchpoint data seems as if it would break.

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