Digital Marketing Act 3 Months In: Data Loss & What You Need to Know

The EU’s Digital Marketing Act (DMA) landed on March 6th, 2024, shaking things up for data collection and user privacy. Three months in, we have been diving deep into the impact on our clients’ digital marketing strategies. Here’s what we’ve learned, and how to navigate this evolving landscape.

The New Reality: Data Loss is Here to Stay

Running Google Ads, collecting website analytics – these digital marketing staples now require a “must-have” duo: a Consent Management Platform (CMP) and Google Consent Mode (CM v2) setup. This ensures data collection complies with the DMA, but it also comes with a price – data loss. Compared to pre-DMA days, expect a 20-50% decrease. The exact impact depends on your industry, brand strength, website usability, and that oh-so-important consent banner (clear and user-friendly is key!).

A Simple Website? You’re Probably Covered.

If your website is primarily informative and you primarily use Google Search Ads, you’re likely in good shape with the basic setup. But for e-commerce stores, news portals, and high-traffic websites? It’s time to dig a little deeper.

Addressing the Google Analytics 4 Challenge

Google Analytics (GA) has long been the go-to tool for website analytics. While still valuable, the DMA has exposed some weaknesses in GA4 reporting, particularly data anomalies. Don’t ditch it entirely, but be aware it might not give you the whole picture.

The Future is Durable: Building a Data Strategy for the Long Haul

The digital marketing landscape is constantly evolving, and the DMA is just one chapter. To thrive, you need a data strategy built to last – a “Durable Data Strategy,” as we like to call it. We will help you define:

  • Data Collection Principles: What data do you collect, and why?
  • Methodology & Settings: How do you collect data, and how are your tools configured?
  • Data Analysis Powerhouse: What tools and processes will you use to analyze your data?
  • Data-Driven Decisions: How will you leverage your data to inform future marketing campaigns?

Get a Grip on Your Data. Get Ahead of the Competition.

The DMA presents challenges, but it also presents opportunities. By working with skilled digital marketing experts you can navigate the complexities of data collection, build a robust data strategy, and keep your marketing efforts firing on all cylinders.

Ready to unlock the power of data in a post-DMA world? Reach out to our data experts