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If your company respects online user data privacy (or is planning to), you are not without knowing that consent has a tremendous impact on your digital performance.
Consent analytics allows you to understand the performance of your Consent Management Platform (CMP) and its impact on all aspects of your digital activities. At Didomi, we offer advanced analytics dashboards as part of our Console, and in this article, we will go over key definitions, as well as some real-life use cases for you to get started with.
Let’s crunch some numbers!
Summary
- Defining consent analytics
- Practical use cases for consent analytics
- Start analyzing your consent analytics today
Defining consent analytics
Without consent, you can’t deploy any unnecessary trackers/tags. What do we call unnecessary tags? These are usually your analytics or marketing trackers, and regardless of your business model, they can impact your bottom line drastically:
- As an advertiser, a drop in consent rates means smaller audiences and a lower volume of analytics data
- As a publisher, a drop in consent rates means revenue loss (if not compensated by a paywall)
Before diving deeper into practical use cases of consent analytics, let’s have a look at some of the core definitions:
- Opt-in: When a user has declared that they agree with digital tracking, it’s considered an opt-in. If a user agrees with some of the purposes but not all of them, consent is still reported, in the analytics, as an opt-in. Fun fact: on average less than 1% of total consent is personalized.
- Opt-out: When a user has declared that they don’t agree with digital tracking.
- No choice: When a user didn’t make a choice, neither opting in or out.
With these metrics in mind, we can then calculate some privacy-first Key Performance Indicators (KPIs):
The opt-in rate (also called notice Opt-in Rate) is the volume of opt-ins over the total amount of consent requests (in other words the number of consent notices that have been displayed). Opt-in rate = Opt-ins / (Consent requests)
The consent rate is the volume of opt-ins over the total amount of user consent choices (opt-ins + opt-outs). Consent Rate = Opt-ins / (Opt-ins + Opt-out)
The traffic opt-in rate is the volume of page views/app sessions with an opt-in over the total volume of page views/app sessions without an opt-in, which can be an opt-out or no choice. Traffic opt-in rate = Page views with opt-in / Page views
For a better understanding of how it all works, check the diagram below or refer to the CMP metrics section article in our help center.
Now, let’s take a look at some concrete use cases for consent analytics data you might implement in your own business.
Practical use cases for consent analytics
For the purpose of this article, we will imagine a publisher that requires consent collection from its audience following the adoption of a new privacy regulation such as Europe’s General Data Protection Regulation (GDPR) or the California Privacy Rights Act (CPRA).
The publisher can display ads on its website without consent (contextual advertising). But he is required to collect consent if he wants to monetize more profitable audiences (usually interest and retargeting audiences have the highest CPM).
What are some examples of specific consent analytics that this publisher might look into to improve KPIs and revenue?
Optimization of the banner format
The team wants to test the different banner formats to see with which they can maximize their consent rate.
For a couple of days, they A/B test two formats: pop-in vs. bottom of the page. In no time, they are able to see that the pop-in format generates more opt-ins, allowing them to increase the revenue and data collected accordingly.
(A/B test analytics feature in Didomi’s console)
Note: In light of the recommendations by the French data protection authority (CNIL), obtaining the user’s consent is required to use these tests in Europe. Therefore, in order to be compliant with the CNIL recommendations, we do not recommend using our AB test feature for french customers anymore.
Performance discrepancy by domain
Having multiple domains, the team needs to be sure that they maximize performance across all properties. Upon taking a closer look at their consent per domain report, they see that the performance is lower on a property targeting a younger audience. (Site A & E in the screenshot below).
(Domains & Apps report)
Until now, they had deployed a cookie banner with a similar design on all properties. In order to provide a personalized experience, they decide to customize consent banners according to each brand, in order to better fit with the brand image and tone of voice of each property.
As a result, they are able to increase the consent rate significantly.
Performance discrepancy by device
Looking at the consent rate by device, the Chief Monetization Officer is able to notice a massive drop on smartphones.
Upon investigation, it turns out that the consent banner wasn’t adapted to that specific screen size. The users were unable to easily access the content until now. Using this information, the team is able to update the CSS code, resolving the issue and preventing massive revenue loss.
Importing data into other environments
Because the team wants to have all their business KPIs in a single place, they export the consent data to their cloud infrastructure (Google Cloud or AWS) and import it into their main web performance follow-up dashboard.
These are only some of the examples of applications for consent and privacy analytics you can leverage. Using the Didomi Console Analytics section, you can implement these use cases and more.
Start analyzing your consent analytics today
Tracking consent metrics and staying on top of your analytics should be a key concern for any privacy-conscious business out there. Complying with regulations about consent is one thing, but going one step further can turn what might seem like a hurdle into a massive business opportunity.
Didomi’s Privacy Suite offers advanced analytics and dashboards you can leverage to identify areas of improvement, measure performance, and more. Interested in learning more about consent analytics and how Didomi can help with your privacy and compliance challenges? Book a call with one of our experts:
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