How the changes will affect marketers

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The percentage of "new" users in the reports will increase. In fact, these are the people who received a new cookie after a long absence from the site.

The share of direct traffic will increase, since many analytics services are based on the attribution model for the last indirect click. Before the restrictions were introduced, a user who realtor email list came on Saturday via a PR link and on Sunday via a direct link was counted in the advertising campaign as the same client. Now, on a repeat visit, he is considered a new visitor, because he is assigned a new cookie.

The length of the conversion chain will be reduced. Previously, it was possible to track clicks that brought a potential consumer closer to conversion, but now the number of touches that can be linked to a specific person will decrease.

Cohort reports will be severely limited because they are based on user properties that are now locked down, meaning you won't be able to combine action sequences, product engagement, and orders.

The quality of attribution will decrease. It will no longer be possible to use relatively simple methods, such as last click, and make a direct connection to sources with the same accuracy as before.

Campaign evaluation will become closer to the last click, since analytics services will be able to rely only on the history of user interaction with advertising within one day.

Assisted conversions will play a more significant role in campaign evaluation. Advertisers are already evaluating the effectiveness of channels taking them into account, because it is no longer possible to draw conclusions based on the share of users who clicked on an ad.