Analytics Insights & Attribution

Stop Marketing on Hunches. Start Scaling on Robust Data Insights.

With the removal of cookies in 2025 and evolving data compliance updates which break traditional approaches to measurement for digital marketing, traditional analytics often fail to build a true picture of the customer journey.

If you are struggling with analytics accuracy, it's likely you are being affected by one (or more!) of the following challenges:

• Data Silos: Disconnected insights between Paid Search, Paid Social & Organic teams that lead to inefficient spend and cannibalisation.
• Tracking Blind Spots: Compromised tagging configurations or failed compliance that make your performance metrics unreliable.
• The Attribution Gap: Traditional platforms typically report journeys that are 50% shorter than reality, under-reporting the value of top-of-funnel activity.

Instead of working in silos with incorrect data and teams that argue of the impact of their work on your revenue, why not request a comprehensive Analytics Audit from QueryClick?

Cookie-Free Marketing Measurement

Chrome quietly announced last year that they would drop their plans to require cookie opt-in, closing the door on a 5 year saga for marketers after launching their Privacy Sandbox initiative under regulatory pressure back in August 2019.

Regulatory pressure remains: GDPR and PECR both require opt-in for use of cookies in almost every aspect apart from their original intended use: persistence of essential website features, such as checkout carts.

The IAB’s Transparency & Consent Framework (TCF) creates a legal obligation for privacy friendly Ad Measurement, and increasingly brands are requiring TCF’s privacy components, such as DNT (Do Not Track), and GPC (Global Privacy Control) to place media spend.

And of course, it isn’t just Europe which has stringent legal frameworks, increasingly more states in the US are following equivalents of California’s CCPA; and across South America, Africa, and Asia there are equivalent privacy-first legal frameworks to consider.

So, the legal obligation remains to remove automatic opt-in for cookies, eliminating the requirement for browsers to be the arbiter of choice.

That said, more than 90% of the browser market in mature digital markets - like the UK & US - already block 3rd party cookies by default.

QueryClick's CEO, Chris Liversidge has long championed cookie-free measurement and ad activation since leading the development and launch of Corvidae AI to the market.

There remain sound data reasons to continue to follow that path today.

Actionable Insights That Actually Move the Needle

QueryClick's analysts will dissect your Google or Adobe Analytics tagging to guarantee the cleanliness, reliability, and completeness of your data when auditing.

Whether you are launching a new site, merging web and app data, or migrating providers, we can audit and configure event tagging to track against the results that matter to your business.

First, measurement: losing up to a third of your measurement is for many businesses the same as giving up on measurement, and is in large part responsible for the return to digital marketing of onerous - and not actionable for performance marketers - Media Mix Modelling (MMM) and/or Econometrics analysis to try to fill back in understanding on which channels are driving which sales.

This is a backwards step for performance marketers, who need to optimise on a campaign by campaign basis.

Consider the value of having a fully complete and accurate breakdown of cross channel attributed insight for all your activity on any platform, as can be seen below, with an MMM which is directional to channel level at best, and even with modern AI advances still requires significant investment in infrastructure, data cleansing, and data caveats to run at all.

Context Beyond the Numbers: Understanding the 'Why'

Dissecting user behavior at each phase of the customer journey - through a framework such as See, Think, Do, Care - to feed high-value insights back into your overall strategy should be your next port of call after resolving data foundations for measurement.

Consider this fairly typical conversion journey:

If we were to try to focus reporting on just the conversion events called out in the red-coloured events in the image above, we would not be able to target reporting to efficiently grow media spend. Therefore, we must combine the use of more sophisticated measurement - suce as Corvidae Ai - with audience segmentation. This gives us a better understanding of each of those individual touchpoints, and their contribution towards conversion:

Our analytics experts operate as an extension of your team, feeding data directly to Organic and Paid teams to shape and refine strategies in real-time.

As well as highlighting specific technical and UX friction points that may hinder your PPC and SEO performance, we see it as within the scope of effective attribution and analysis to target reporting and insights down to individual campaigns and audience targeting activities that will move the needle.

Why not ask for an audit today to see what QueryClick's analysts could do for you?

Building on Unified Data in an AI Era

Working with QueryClick and Corvidae, Western Union utilised AI path-stitching to build journeys 132% longer than traditional platforms, leading to a 45% reduction in CPA for their Paid Media activity across the US.

Ultimately, this allowed for media spend to be reallocated where it could be best used for new customer acquisition.

However, if you are simply looking for efficiency, consider the experience of Safestore: