Season 2: Episode #6 | The Four Horsemen of Digital Marketing Analytics

🚀 Digital marketing has never been more challenging. In this episode, Vadym and Ruslan break down the Four Horsemen of Digital Marketing Analytics – Consent Mode, ITP, Ad Blockers, and GA4 Attribution Challenges – and how they’re reshaping the way marketers track, analyze, and optimize performance.

🔍 What you’ll learn in this episode:
1️⃣ How to mitigate data loss caused by Consent Mode and ITP with server-side tracking and conversion modeling.
2️⃣ Smart strategies to counter the rise of ad blockers and ensure accurate campaign tracking.
3️⃣ How to make sense of GA4 attribution models and avoid inconsistent reporting.

📈 Ready to stay ahead in this privacy-first world? Learn how to adapt your marketing strategy for reliable data insights and smarter decisions.

Podcast listing

Vadym:

Hey everyone, welcome back to The Data Crunch Podcast! I’m Vadym, Growth Marketing Manager at OWOX, and today we’re tackling a major challenge in digital marketing: The Four Horsemen of Digital Marketing Analytics.

Joining me today, is Ruslan, our Head of Product at OWOX. Hey, Ruslan! This is a big topic, right?

Ruslan:
Hey Vadym! Thanks for the introduction, it’s nice to be back on our podcast. 

Yes, these four “horsemen” have made marketing analytics more challenging than ever. But the good news is, there are solutions, and we’re here to talk about them.

Vadym:
Absolutely. So, Ruslan, why are these challenges referred to as the “Four Horsemen”?

Ruslan:
It’s a great metaphor. Like the Four Horsemen in mythology, these challenges—Consent Mode, ITP (Intelligent Tracking Prevention), Ad Blockers, and GA4 Attribution disrupt how marketers collect and analyze data. They’re reshaping everything from user tracking to attribution, and they demand a new approach.

Vadym:
Got it. So, let’s start with Consent Mode because that feels like the foundation for everything else. What is it, and why does it matter?

Ruslan:
Consent Mode is a tool from Google that helps websites manage data collection based on user consent. If a user agrees to tracking, your Google tags work as usual. But if they decline, the tags switch to a limited mode, collecting only non-identifiable data.

Vadym:
Ok, I see… So, it’s a way to respect privacy laws like GDPR while still getting some insights. But what’s the challenge here?

Ruslan:
The main issue is data loss. Around 30–40% of users opt out of tracking, which means you lose critical information about traffic sources and conversions. That makes it harder to optimize campaigns or measure ROI accurately.

Vadym:
Is there a way to fill in those gaps?

Ruslan:
Yes! The solution is conversion modeling. By using machine learning, you can estimate traffic sources for users who don’t consent. It’s not perfect, but it can recover up to 70% of lost data. It’s a critical step for maintaining accurate reports.

Vadym:
That’s a solid workaround. But I’m guessing Consent Mode isn’t the only challenge affecting data collection, right?

Ruslan:
You’re right. The second big challenge is Intelligent Tracking Prevention, or ITP. This is Apple’s privacy feature in Safari, designed to limit how cookies track users.

Vadym:
So, how does it work?

Ruslan:
Well, ITP shortens the lifespan of cookies. For example, some cookies expire after just 24 hours. That makes it really hard to track users over longer periods—especially for businesses with longer sales cycles. For example, a user came to your site through Facebook ads. They looked at the product, but bought it in another session, say, 8 days later. For your analytics system, this will look like an order from a completely new user who came through a direct source. Thus, the efficiency of the Facebook ads campaign will be greatly underestimated. This will lead to incorrect conclusions and decisions, which in turn will lead to worse revenue.

Vadym:
That sounds like a nightmare for attribution. How do marketers adapt to ITP?

Ruslan:

To handle ITP, here’s what you can do:

1. Focus on First-Party Data
   Collect data directly from your website or CRM—it’s less affected by ITP.
2. Switch to Server-Side Tracking
   Move tracking from the browser to your server to avoid restrictions.
3. Use a Consent Management Platform (CMP)
   A CMP ensures you’re compliant with privacy laws while collecting data effectively.

Vadym:
So, it’s about being proactive with data collection and infrastructure. But I’m guessing ITP isn’t the only thing blocking data, right?

Ruslan:
Exactly. The third challenge is Ad Blockers, which have been around for a while but are now more popular than ever. About 40% of users have some form of ad blocker installed.

Vadym:
Wow, 40%? That’s huge. I am wondering… What kind of impact does that have on marketing campaigns?

Ruslan:
Ad blockers hide your ads, which means fewer impressions, clicks, and conversions. They skew your performance metrics, making it harder to measure campaign success. This also blocks events from being sent from your site to your analytics system, leading to critical gaps in data.

Vadym:
So, how do marketers work around ad blockers?

Ruslan:
There are a few strategies:

1. Native Advertising: These ads blend into content and are harder to block.
2. Content Marketing: Focus on organic traffic through SEO and valuable content.
3. Server-Side Tracking: Track user behavior on the server, bypassing ad blockers.
4. Email and CRM Campaigns: Engage directly with your audience through owned channels.

Vadym:
That’s a solid game plan, Ruslan.

I’ve heard GA4 changes a lot about how we track and measure performance. What kind of challenges are marketers facing with it?

Ruslan:
GA4 is the fourth horseman, and it’s changing how we measure campaign performance. Unlike Universal Analytics, which uses a last-click model, GA4 offers multiple attribution models—like data-driven and last-click.

Vadym:
That sounds great in theory, but what’s the issue?

Ruslan:
The problem is inconsistency. You might use one attribution model in one report and a different model in another. This can lead to confusion and make it harder to understand which channels are driving results.

Vadym:
How do marketers handle this?

Ruslan:
First, use the Attribution Model Comparison Tool in GA4 to see how different models affect your data. Second, align your models with your business goals—stick to one approach for consistency. And finally, enable User ID tracking and Google Signals to improve cross-device attribution.

Vadym:
We’ve covered a lot—Consent Mode, ITP, Ad Blockers, and GA4 Attribution Challenges. 

But how do marketers bring it all together to thrive in this privacy-first world?

Ruslan:
It’s all about balancing compliance with insight. Here’s how:

1. Collect First-Party Data: This is your most reliable and compliant data source.
2. Optimize Consent Management: Use tools like CMPs to respect user privacy while gathering data.
3. Diversify Attribution Channels: By diversifying across organic and paid channels - including email marketing, social media, and native ads, marketers can mitigate data loss from ad blockers or short-lived cookies. This multichannel approach helps capture broader user interactions, improving data reliability and campaign performance insights.

Vadym:
Thank you so much, Ruslan. This has been super helpful. The Four Horsemen may be challenging, but I believe that with the right strategies, they’re manageable.

And for everyone listening, if you need help tackling these challenges, check out OWOX BI. Our tools can help you manage consent, improve attribution, and make smarter decisions.

Start your free trial at owox.com, and don’t forget to subscribe to The Data Crunch Podcast for more insights.

Ruslan:
Thanks, Vadym, and thanks to everyone tuning in. Stay curious, stay adaptive, and we’ll see you in the next episode!

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