"Our site used to have 100 visitors a day, but now, because of all this #dataprivacy and #NoConsentNoTracking crap, my #KPI is down to 20! How could I present that to my boss without looking like an idiot?" Oh yeah? Have 80 people died or disappeared into oblivion? They're still visiting your site, they're just not visible in the #digitalanalytics tool of your choice. Your dependence on a specific tool - often #GoogleAnalytics / #GA4, may have made you an expert of the tool but may have blinded you to other #marketing research methods. Can you imagine other alternatives? - Redefine the "new normal"? Hmm... that might be hard to convince your boss! - Extrapolate what the real value should be? If you can establish the right factor consistently... but in the long run, it might be difficult. - Change the metric? Is "visitors" the right metric, or should you be measuring a real business outcome? - Learn how to do consent correctly? A nod to Brian Clifton's article "How to Get Visitor Consent Right". - Completely change your tracking method so that it doesn't require consent at all while remaining compliant and ethically acceptable? - Use a different data source? Remember "multiplicity" from Avinash! Back-office data? Surveys? - Please share your thoughts if you have other ideas! As a #marketing and #analytics professional, you can live in the past, fighting against the changing regulatory and #martech landscape, or you can embrace change and seize the opportunity to elevate data privacy beyond mere legal compliance and thus climb the ladder of analytics maturity. Subscribe to my newsletter for more!