"Across the UK, marketers are facing a measurement gap with major business consequences. It's estimated that one in five conversions are not being recorded because of browser restrictions, like the blocking of third-party tags. That means as much as 20% of campaign performance is invisible, which makes ROI appear weaker than it is, reduces the effectiveness of AI bidding, and erodes trust in marketing data at the leadership table."
"For brands, the most immediate hit is on measurement and reporting. "Brands are seeing gaps in their conversion data, which makes it difficult to accurately attribute sales or leads to the correct marketing channel," says Luisa Del Maschio, senior analytics manager at Jellyfish. "This data gap leads directly to media waste. When you can't accurately measure what's working, you can't effectively optimize campaigns, meaning budgets are spent less efficiently and return on ad spend (ROAS) decreases.""
""And that breeds something even harder to fix: strategic uncertainty." This isn't just a technical degradation, Del Maschio explains, it's a growing trust gap between what the data shows and what the business needs to move forward. A more proactive approach For years, the industry has reacted to privacy changes. Today, the shift is toward more proactive solutions that restore data responsibly while respecting user consent."
Browser restrictions and third-party tag blocking are causing a measurement gap that hides an estimated one in five conversions. Up to 20% of campaign performance can be invisible, weakening apparent ROI, reducing AI bidding effectiveness, and eroding executive trust in marketing data. Platform privacy changes and tighter restrictions are removing long-used data points, disrupting measurement and customer journey analysis. Conversion data gaps hinder accurate channel attribution, increase media waste, reduce optimization efficiency, and lower return on ad spend. The gap creates strategic uncertainty and a widening trust gap between reported data and business needs. The industry is shifting toward proactive, consent-aware solutions to restore signals responsibly.
Read at The Drum
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