How do you measure campaign results when users reject cookies?
What happens when someone clicks on your ad but rejects cookies on your landing page? Does this mean you've lost valuable insights into your campaign performance? Not necessarily.
As more consumers choose not to share their personal data, advertisers face a growing challenge: how can you accurately measure campaign performance when users don't give consent? Traditional analytics solutions often rely on cookies and personal identifiers. When visitors reject tracking, this can create significant gaps in campaign reporting, making it harder to evaluate effectiveness and optimise advertising investments.
But there are ways to overcome these challenges.
From theory to practice: a joint exploration with Omnicom
Together with Omnicom, Opt Out Advertising has explored the practical side of privacy-first campaign measurement. We focused on one central question:
How can advertisers continue measuring campaign results when users do not provide consent on the landing page?"
Rather than focusing solely on theory, we examined the technologies, configurations and measurement methods that can help advertisers preserve valuable campaign insights while respecting user privacy.
The result is our new whitepaper:
Mastering first-party measurement.A step-by-step guide to better campaign measurement
This whitepaper goes beyond explaining the challenges. We provide practical, step-by-step guidance on how to improve your analytics setup and minimise measurement gaps.
You'll discover:
- Consent mode: How to configure and verify Google and Microsoft Consent Mode.
- Server-side tracking: How to preserve valuable campaign information while protecting personal data.
- UTM tracking: How to retain campaign attribution information without relying on tracking cookies.
- Technical walkthroughs: Step-by-step instructions to check your setup and troubleshoot measurement issues.
- Real-world examples: How advertisers can measure campaign traffic even when users reject cookies.
Don't let consent rejection become a measurement blind spot
The fact that users reject the use of cookies and personal identifiers doesn't mean all campaign measurement has to stop. With the right technical setup, advertisers can still collect permitted campaign insights and gain a more complete picture of their advertising performance.
Want to know exactly how to make this work?
, developed through our joint exploration with Omnicom, and discover step by step how to improve your analytics setup and measure campaign performance, even when users don't provide consent.
