The Impact of User Trackability Restrictions

User Trackability Dropping Faster than Anticipated - Get the Report.

04 December 2023 min Analytics & Data

User Trackability is getting stricter, and based on our proprietary research, we are seeing browsers trackability reduce by 6 percentage points in just 12 months. The new report helps marketers understand what it means for remarketing, conversion tracking and more.

As we approach 2024, it’s clear that the digital advertising landscape is going through significant transformation. With all the changes happening, limitations are already taking effect, reshaping how browsers filter and set up parameters for digital media and measurement.

This report discusses the current state of digital tracking and what this means for marketers and advertisers. The key findings and recommendations from the report are relevant to marketers and businesses navigating the new privacy changes and formulating their media strategies for the coming year.

User Trackability Report Download

Download User Trackablility Report

What is Trackability?

When a browser is collecting data about a user’s online behaviour such as what websites they have visited, especially through the use of cookies, they are tracking users data.  The recent legislation changes have meant some browsers now track less data about users, such as Apple’s Safari browser. Google is also likely to deprecate cookies in the near future. This change in browser behaviour and technology will impact marketers ability to perform functions like remarketing / retargeting, conversion attribution and even personalisation. The Trackability Report from Resolution Digital highlights the recent changes in browser tracking behaviour and forecasts what we might see by different digital media channels in the new year.

User Trackability Report

Key Findings

Reduction in trackability: The report shows a noticeable decline in the granularity of measurement and reporting. The average browser trackability has dropped from 52 percentage points to 46 percentage points over the past year, indicating a significant shift in digital advertising.

Chrome's current dominance: Google Chrome currently stands out with the strongest trackability. But this is likely to change in 2024 as Google plans to make third-party cookies obsolete, which will greatly impact digital tracking altogether.

Challenges ahead: New restrictions on trackability bring new challenges in accurate measurement, activation, and optimisation of digital advertising campaigns. These challenges call for a more proactive approach by brands and their media agency partners, as changes continue to unfold.

Matteo Resta, National Head of Customer Success, highlighted,

“As the digital ecosystem undergoes continuous evolution, it’s worth noting that some marketers may not have secured a long-term solution to prepare for the cookie-less world. Given the substantial decrease in visibility we’re currently witnessing, there’s an urgent need for adoption of forward-thinking solutions that effectively mitigate the overreliance on third party cookies. Solutions like data clean rooms and regression modelling are becoming increasingly critical in navigating this transformative phase."

Recommendations for Marketers

Exploring Walled Gardens and Data Clean Rooms: To navigate these changes, clients need to explore walled garden data clean rooms. These solutions can provide effective targeting and measurement approaches that still align with the new privacy laws.

Download a copy of the report to read more and get in touch to find out how we can help you prepare for a cookie-less future, to minimise your impact on digital media performance.


This report was created in collaboration with Resolution Digital’s data and technology team, Annalect.

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