While much of the attention of the impact of GDPR has focused on a few large fines that have been handed out, a new study by Adobe Analytics indicates that both page views and revenue may have dropped as well - by as much as 10%.
While the methodology of the study means that the conclusion is far from bulletproof, this does point very clearly to the importance of aligning compliance, analytics and marketing closely.
GDPR makes it harder for companies to collect customer data. In particular, customers now need to give permission to be tracked. The researchers speculate that this could hurt revenue in two ways. It might make people change their web habits: maybe constant pop-ups asking for permission to share data makes people worry about privacy and stop buying online. It could also reduce the amount of analytics data that businesses use to make decisions.