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Tag Archives: Adobe Analytics

Is Adobe Activity Map capturing my customer’s PII (personally identifiable information)?

What makes Adobe Activity Map a great a link tracking solution is exactly what can also lead to it unintentionally capturing customer’s PII (personally identifiable information) across a website. Read on to understand why PII is important, how Activity Map can expose unintended customer data collection, and what options are available to mitigate the risks […]


What is Adobe Activity Map and how does it work?

Despite the impressive amount of functionality it offers, Activity Map is arguably one of the lesser known features available within Adobe Analytics. Understanding how it works and what it offers and will help you decide on whether it’s a suitable link tracking solution to include in your existing or future Adobe Analytics implementation. Table of […]


Combat ITP with CNAME. A Step by Step Guide for Adobe Analytics

1.1 What Is a CNAME? The simplest technical explanation is that a CNAME is a type of resource record in the Domain Name System (DNS) which maps one domain name (the “alias”) to another (the canonical name). You can read more about that here: https://en.wikipedia.org/wiki/CNAME_record Or if you really want to go to town, you […]


Is Apple ITP breaking the internet?

Apple’s ITP is creating ghost audiences; it’s getting worse, and there’s no cure. 

A quick primer for you, without getting into the technical specifics:

Around 50% of your mobile visitors are ghosts.
Around 10% of your desktop visitors are ghosts.
That means 20%-30% of all visitors are ghosts.
Did that get your attention?

ITP or Intelligent Tracking Prevention is Apple Safari’s ability to stop cross-domain tracking (specifically ad tracking), deleting or blocking cookies (1st and 3rd), with the intention of protecting user privacy by restricting the ability of ad tech companies to track people around the web.


Thinking of investing in attribution, predictive modelling or a DMP? Start by checking the quality of your data.

We believe that data governance and data quality are the foundations of analytics, and where businesses will get the most value for money. Patch-work fixes are a drain on resources and overtime become very costly.