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Relax, your traffic went nowhere. It’s just GDPR!

GDPR Marketing

General Data Protection Regulation is a law implemented by the European Union in 2018 to combat privacy breaches and incentivise Internet Safeguarding. in the Uk this is also known as the data protection act.

Complying to GDPR news is mandatory as it gives European citizens more control over their data.

While this is great in theory, there is a scary truth hidden in this that will severely affect business owners throughout the EU.

GDPR Background

GDPR enforces transparency over the maintenance and processing of personal data, which protects users’ privacy and the businesses from complicated legal actions taken against them as a result of data mishandling.

Website controllers must also comply with GDPR by ensuring users can make informed decisions every time they interact with your website.


Regulations mostly focus on the collection of personal data. eCommerce and contact forms are the two types of web content where GDPR demands strict rules. 

GDPR has been a significant topic for debate since Facebook’s scandal in 2018 and their continuous attempt to circumvent the impositions

A common example of GDPR protection is cookies. Whereas cookies were included as a website, things have changed. Users have to agree to using cookies before entering the majority of websites.

Cookies? More like crumbs!

Making your cookies GDPR compliant may be the direct answer to why your traffic has suddenly dropped so dramatically.

90% of cookie notifications are ignored by users. Therefore, the analytics you are seeing on your Google Analytics account only track 10% of those who navigate your website – AKA those who accept your GDPR compliant cookies.

Therefore, it’s safe to assume that you will see a dramatic drop in your traffic once you modify your website to comply with GDPR rules. Don’t worry, your traffic went nowhere. 

Chances are, your cookie banner is set up to block tracking until it’s consented.

Solutions

GDPR is very strict about personally identifiable data. It’s only natural that your cookies will have to request consent.
There are solutions to this problem, however. 

Only using first-party Google Analytics data that provides you with non-identifiable means you won’t have to ask for consent.

These are some of the things you can track without consent, provided you are using Google Analytics:

  • Bounce rate
  • Number of visitors
  • Conversion Rates

And these are those you CANNOT track without asking for consent:

  • Demographic
  • Interest
  • Gender
  • Anything that could help you identify someone

Our Kent SEO Experts will happyily talk you through any element of what can and can’t be tracked.

Also, keep in mind that consent is just one of the aspects of GDPR. The law also involves data collection. Icons, widgets or plugins with 3rd party tracking presented on your web will enforce you to ask for consent regardless of the nature of the data.

What can I do?

  1. There’s nothing wrong in being safe. Request for consent by default, since tracking is extremely common and you may be breaching GDPR without even realising it.
  2. First party and third party tracking can be consented under two different cookie banners: This means that it will block third party banners without losing traffic in Google Analytics.

Conclusion 

If you have any questions about your marketing and GDPR feel free to get in touch with one of our experts.