As we navigate through the internet, we create an ever-clearer picture of our personal preferences. The online world has given marketers the ability to develop a deep understanding of audiences to quantifiably track the success of marketing campaigns. Analytics tools can give you information on anything from how a visitor arrived at your site, to how they are interacting with your site, to how much it costs you per conversion, or “lead generation costs.” With so much information, you need to know which of your efforts are giving you the highest ROI. That’s where web cookies can be of great use.

How does a Cookie work?

When a person visits a website, a tracking code or “cookie” is stored in their browser identifying them uniquely (not by name), and relaying info on their tastes, clicks and likes to those looking to market to them more accurately. Most websites have cookies from third-party sources like social media sites, analytics services and advertisers. As a savvy, current marketer, cookies provide heaps of information to help you narrow your advertising to those who would most enjoy and benefit from your services or products.

Equally important, cookies can tell you if your marketing campaign is working, and how well, so that you continue to get more and more mileage out of your advertising spend.

Staying in the Loop

When it comes to how cookies are being used by advertisers, and what kinds of rules and technology are altering the gathering of that data, it’s crucial to be on the forefront of the changes to stay relevant with your targeted advertising. For example, some advertisers are using first-party cookies, which are web cookies created by the actual website visited itself, rather than from third-party advertisers on a given website. These types of strategies give tracking longer life spans, further branding via domain white-labeling, and data about audiences that is easy to utilize and protect. Staying informed to make sense of what changes in technology mean for your marketing metrics is essential.

More Than Just Data

Tracking cookies and gaining data on your customers isn’t enough. Charts and graphs of analysis need to mean something to your bottom line.  When it comes to making the most out of cookies, data and analytics, Morgan & Co. excels. We use over 30 tools to maximize advertising efforts before, during and after a campaign.

Are you making sense of the data you are collecting?