{"id":188103,"date":"2021-12-07T16:41:28","date_gmt":"2021-12-07T16:41:28","guid":{"rendered":"https:\/\/tradetracker.com\/?p=188103"},"modified":"2021-12-07T16:45:09","modified_gmt":"2021-12-07T16:45:09","slug":"webanalytics-trends-ontwikkelingen-in-2022","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/nl\/webanalytics-trends-ontwikkelingen-in-2022\/","title":{"rendered":"Webanalytics: trends & ontwikkelingen in 2022"},"content":{"rendered":"

\"webanalytics\"Zoals ieder jaar zullen organisaties zich ook in 2022 moeten aanpassen op ontwikkelingen in de internetwereld. Voorbeelden hiervan zijn de beperking van third-party cookies en de opkomst van voorspellende algoritmes. In dit artikel wordt gekeken naar drie ontwikkelingen en trends in 2022 op het gebied van webanalytics.\u00a0\u00a0<\/strong><\/p>\n

Als eerste worden de ontwikkelingen die invloed hebben op wat organisaties kunnen meten besproken.<\/p>\n

1. Browsers beperken gebruik van cookies of gaan dat op korte termijn doen.<\/h4>\n

Op het moment maken organisaties nog veel gebruik van third-party cookies, maar dit kan niet lang meer. Chrome heeft een cookiebeleid dat third-party cookies eind 2023 worden uit gefaseerd en Safari gaat nog een stap verder. Zij hebben third-party cookies al uitstaan sinds 2020 en verwijdert ook al bepaalde first-party cookies na zeven dagen. Zijn jullie al klaar voor de third party cookieloze toekomst<\/a>?<\/p>\n

2. Adblockers\u00a0gaan niet weg.<\/h4>\n

Tegenwoordig gebruikt circa 34% van de Nederlanders een adblocker. Deze adblockers blokkeren voornamelijk Facebook en TikTok ads, diverse adblockers blokkeren ook data voor Google Analytics.<\/p>\n

3. Mensen zijn zich meer bewust van online privacy.<\/h4>\n

Advertentiecookies mogen binnen de AVG alleen na toestemming geplaatst worden.\u00a0Circa de helft van alle bezoekers accepteert\u00a0deze\u00a0marketingcookies\u00a0niet. Daarnaast is het gebruik van de\u00a0privacy\u00a0vriendelijke\u00a0zoekmachine\u00a0DuckDuckGo\u00a0het afgelopen jaar bijna verdubbeld.<\/p>\n

Er zijn veel ontwikkelingen die invloed hebben op wat marketeers kunnen meten. De volgende\u00a0webanalytics\u00a0trends voor 2022 gaan hier invloed op hebben.<\/p>\n

4. Verschuiving van cookies naar algoritmes om gebruikers te herkennen.<\/h4>\n

Indien cookies de kop in worden gedrukt, ontstaan er meer gaten in het herkennen van terugkerende gebruikers. Google\u00a0Analytics 4 gebruikt nu al meerdere factoren, naast cookies om gebruikers te blijven herkennen.<\/p>\n

    \n
  • User ID:\u00a0Google geeft de mogelijkheid om een eigen anonieme\u00a0identifier<\/em>\u00a0door te geven.<\/li>\n
  • Google Signalen: Indien er geen User ID wordt opgegeven, gebruikt Google de functie Google Signalen. Het is wel belangrijk dat de functie ingeschakeld\u00a0is, de gebruiker moet akkoord gaan met marketingcookies en de website moet minimaal 500 bezoekers hebben.<\/li>\n
  • Apparaat ID: bij\u00a0website\u00a0bevindt\u00a0het client ID\u00a0zich in de cookie. Bij apps wordt het app-instance-ID benut om gebruiker te herkennen.<\/li>\n<\/ul>\n

    5. Server-side\u00a0tagging\u00a0wordt de standaard.<\/h4>\n

    Deze functie helpt marketeers om GTM-containers op de site te ontlasten. Een deel van de tags\u00a0worden verplaats naar de server. Ook helpt het om minder afhankelijk te worden van\u00a0third-party cookies. Met\u00a0server-side\u00a0tagging<\/em> is het mogelijk om informatie eenmalig te tracken en door de sturen naar een tussenstation genaamd \u2018de server-side container\u2019. Veel tags kan je hierdoor aan de voorkant van je site ontdubbelen.<\/p>\n

    6. Voorspellende algoritmes worden gemeengoed.<\/h4>\n

    Hierdoor wordt het mogelijk\u00a0om doelgroepen te\u00a0targeten\u00a0waarbij de kans op conversie erg groot is. Ook kan men doelgroepen uitsluiten waarbij de kans op conversie erg laag is.<\/p>\n

    Bij\u00a0TradeTracker\u00a0zijn wij altijd bezig met nieuwe ontwikkelingen, wil jij meer informatie over het effect op jouw\u00a0affiliate\u00a0campagne en weten of alles al correct staat ingesteld? Neem dan contact op met jouw accountmanager!<\/p>\n","protected":false},"excerpt":{"rendered":"

    Zoals ieder jaar zullen organisaties zich ook in 2022 moeten aanpassen op ontwikkelingen in de internetwereld. Voorbeelden hiervan zijn de beperking van third-party cookies en de opkomst van voorspellende algoritmes. In dit artikel wordt gekeken naar drie ontwikkelingen en trends in 2022 op het gebied van webanalytics.\u00a0\u00a0 Als eerste worden de ontwikkelingen die invloed hebben […]<\/p>\n","protected":false},"author":69,"featured_media":188076,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"class_list":["post-188103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geen-onderdeel-van-een-categorie"],"yoast_head":"\nTrends en ontwikkelingen op het gebied van webanalytics - TradeTracker<\/title>\n<meta name=\"description\" content=\"3 trends op het gebied van webanalytics in 2022: cookies, adblockers en online privacy\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tradetracker.com\/nl\/wp-json\/wp\/v2\/posts\/188103\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Webanalytics: trends & ontwikkelingen in 2022\" \/>\n<meta property=\"og:description\" content=\"3 trends op het gebied van webanalytics in 2022: cookies,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tradetracker.com\/nl\/webanalytics-trends-ontwikkelingen-in-2022\/\" \/>\n<meta property=\"og:site_name\" content=\"TradeTracker.com | Affiliate & Performance Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/tradetrackercom\" \/>\n<meta property=\"article:published_time\" content=\"2021-12-07T16:41:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-12-07T16:45:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tradetracker.com\/wp-content\/uploads\/2021\/12\/Telecom-Webanalytics-in-2022-1200x500-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Corp Admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Webanalytics: trends & ontwikkelingen in 2022\" \/>\n<meta name=\"twitter:description\" content=\"Zoals ieder jaar zullen organisaties zich ook in 2022 moeten aanpassen op ontwikkelingen in de internetwereld. 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