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2021 Digital Analytics and Governance Report

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21 In 2019, we asked this same question to a similar audience. In both questions, respondents were allowed to choose more than one answer. In the end, we found that most people are still using spreadsheets to manage their tracking codes. In 2019, 60% of respondents said they used spreadsheets and only 23% used a third-party solution. In 2021, 57% said they use spreadsheets and the adoption of third-party solu- tions rose to 35%. This suggests that the trend is shifting, glacially, away from manual methods and towards more automated tracking code management. But the fact that spreadsheets are still the most common tool in 2021 demonstrates the need for more wide- spread adoption of third-party solutions. This will help re- duce the number of broken links, missing data, human errors, as well as the number of man-hours involved in generating and managing tracking codes. What tools do you use to manage your tracking codes? Ready to dump the spreadsheets? Learn how Campaign Performance can help you standardize, generate, and manage your tracking codes all in one simple interface. Campaign Performance - Campaign Management & Attribution 2019 Homegrown System Native third-party system (Google ads, DSP, campaign management tool, etc.) Spreadsheets (Excel, Google Sheets, etc.) Tracking code generator (Salesforce.com, Google UTM builder, etc.) 21% 23% 60% 40% 2021 Homegrown System Native third-party system (Google ads, DSP, campaign management tool, etc.) Spreadsheets (Excel, Google Sheets, etc.) Tracking code generator (Salesforce.com, Google UTM builder, etc.) 22% 35% 56% 50%

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