Been thinking about our analytics stack lately and wondering what’s coming next that we should start planning for.
Currently using the usual suspects but feels like things are moving fast in this space. What shifts are you seeing that might impact how we track and optimize campaigns?
Cross-platform attribution is crucial because users switch devices before converting. Most tracking fails when someone sees your ad on mobile but downloads on desktop.
It’s also smart to start incrementality tests early. They require time to set up but reveal which channels truly drive new users instead of just taking credit from organic growth.
The measurement landscape shifts regularly, so using multiple data sources is essential when one method stops working.
Zero party data collection is getting bigger. Users actually tell you what they want instead of guessing from behavior patterns.
Privacy rules are killing third-party tracking, so server-side tracking is essential. You need to own your data pipeline. Real-time cohort analysis is getting cheaper and more accessible. Focus on lifetime value metrics over vanity numbers. Predictive modeling for churn is moving from nice-to-have to table stakes. Start collecting behavioral data that feeds into retention models. The winners will be whoever adapts their measurement to work without cookies and device IDs.
Machine learning attribution is starting to replace last-click models. We tested it on three apps this year and saw 20-30% better budget allocation across channels.
Customer data platforms are consolidating everything into one view. Worth the investment if you’re running multiple touchpoints.
Also seeing more teams move to incrementality testing instead of just looking at ROAS. Facebook’s conversion lift studies helped us catch channels that looked good but weren’t actually driving new users.
Biggest thing though - start building direct relationships with your users now. Email, push, SMS. The platforms will keep changing their tracking, but your owned data stays yours.
Start tracking cohorts daily instead of monthly or weekly.