Firefox and Sklik. What changed in September?

[suchona.kani.z]

Sklik above all
Everyone who uses Firefox has recently installed an update that automatically and without warning turns on third-party cookie blocking . The user can turn this feature off in the settings, but honestly - who would do that? And since targeted advertising and conversion tracking are based on cookies, this change affects basically all advertisers.

Logically, it has the greatest impact on targeted advertising on Seznam, which is dependent on third-party cookies.

What does a Firefox user see?
After the update, Firefox users will no longer be exposed to all ads. They will still see campaigns targeted at:

location
topics
keywords on the page.
However, the report shows approximately 10-20% lower overseas chinese in canada data traffic due to a drop in impressions from:

retargeting
dynamic retargeting
of interest
interest in purchasing.
The difference of 10 – 20% corresponds to the share of Firefox users on Seznam services.

It's just a number, campaign performance remains the same
At AITOM, we have also been reporting fewer conversions to our clients for search and content campaigns since September. According to Google Analytics, the share of visits to our clients' accounts from the Firefox browser is approximately 8.5%. We therefore make it a point to explain the change in results to them well . The fact that part of the traffic is not visible in Sklik conversions does not mean that customers are not buying. They are buying, they just don't see it in the reports .

Seznam.cz openly communicates about the change and recommends to Sklik users:

Use more targeting for placements, topics, and keywords on the page.

Keep calm and focus on the conversion performance of your campaigns in Google Analytics. This will also accurately determine the share of Firefox users in your site's traffic and therefore the degree of distortion of the results.

And finally, Seznam.cz brings two pieces of good news . First, that they will negotiate an exception for Firefox for Sklik as soon as possible. And second, that with the approaching Christmas season, we can expect an increase in the conversion rate.

Do you want higher conversions from your campaigns?