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ROI NEWS: Marketers ‘undercounting’ paid search conversion on Apple iOS

The automatic blocking of third-party tracking cookies means marketers could be undercounting paid search conversions by up to 80 per cent on Apple’s iOS devices, according to findings published by Marin Software.

The research, conducted to assess the reliability of the browser metrics used by marketers, suggests that stats relating to conversions made on devices using the Apple iOS, which includes the iPad, iPhone and iPod Touch, were the most inconsistent of all.

Ed Stevenson, managing director, EMEA & APAC, Marin Software comments, “Advertisers using vendor solutions that rely on redirects to determine data should evaluate the potential impact the undercounting issue identified in the research could have on their paid search campaigns. The inaccuracies in the data could be leading to incorrect bid calculations, meaning they are simply not getting the most from their campaigns.

“Similarly, despite the meteoric growth of the Apple iOS, marketers need to be wary that Apple’s policy of blocking third-party cookies by default could significantly impact the way they are developing their campaigns.”

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