Months ago Google announced its new secure login, which would turn much of the data social media agencies see in their AdWords campaigns into “Not Provided”. In advance of this change Google announced it would have a single digit percentage point hit on the data, however some sites are reporting as much as 40% of the data being lost. This is a significant issue because agencies spend a lot of time weighing the keywords and moving in on ideal actions. Losing any of the data about how people are coming to a website means there might be efficiencies being lost.
Carrie Hill, the dircetor of marketing at KeyRelevance, LLC, has an essay where she discovers a way to recapture some of that normally lost data. Using a series of custom filters in the AdWords dashboard, allows the social media agency to uncover the last web page the user was on before landing in a website. It is not a complete reversal of the Google change, but it does help uncover some information that would otherwise be lost.