User-level tracking is over and marketers must use aggregated data

I was sitting at my desk, poring over the latest updates from Apple.

I expected minor tweaks, but what they announced was the final blow to user-level tracking.

We're talking about moving from tracking individuals to grouping them.

Most marketers still believe they can track users through every step of their journey. But with more than 90% of it untraceable now, it’s a fool’s errand.

The real shift came with the deprecation of cookies and iOS updates years ago. It’s been a steady march since then—a march towards privacy.

Now, with Apple’s latest move, the knife is in.

What this made me realize is simple: the individual web is gone. It’s time to fully embrace aggregated data.

Originally posted on LinkedIn →

Topics Marketing attribution · Privacy · Apple iOS · Aggregated data

Jeff Greenfield

Builds privacy-first attribution platforms to help marketers prove their impact

Jeff Greenfield has spent two decades creating marketing campaigns and built one of the first multi-touch attribution platforms in 2008. It earned MRC Accreditation and grew 171% YoY before his 2019 exit. In 2022, Jeff launched Provalytics, a privacy-first attribution platform delivering 15-25% ROI growth without user-level data.

Jeff Greenfield

Work with Jeff