It seems like there is an announcement every week about browsers and websites putting new privacy tools in place that limit tracking of online behavior. These changes provide users with more ownership of what data is shared about their online behavior and limit organization’s abilities to gain insight from those user behaviors – including important insights related to attribution and conversions. Google (and the industry) expects that there will be fewer and fewer individual identifiers that can be used for attribution over time, potentially leading to less insight about where your conversions are coming from.
Many news organizations including BleepingComputer and Engadget and recently covered the latest release / update of the Firefox browser that allows users to remove certain URL tracking parameters from URLs by default. In our blog post I hope to provide more information about how this may impact your analytics and tracking efforts and what you can do about it.