Here’s how SEO measurement strategies can evolve post the cookie-exit

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 12, 2022, 1:10 PM GMT+0

Digital marketers can rely on solutions like aggregated attribution and modify their media mix modelling to track SEO and measure performance.

With cookie tracking on its way out, brands must ensure their SEO practices evolve along with their targeting techniques. This is especially true when measuring channel effectiveness, attribution and instrumentality.

Marketers can leverage aggregated attribution to go beyond individual data and use metrics like organic search sessions to measure how other media like TV ads and display campaigns impact SEO. Similarly, when it comes to media mix modelling, marketers can rely on tactics like running a model of paid media impressions against SEO to understand media interaction correctly.

As brands increasingly opt for clean rooms like Google Ads Data Hub, SEO teams must mark a presence in such environments with site analytics data. Doing so can help SEOs look at customer journeys across paid media impressions, clicks and site activity.

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