How To Measure Content Performance When the Data DisappearsHow To Measure Content Performance When the Data Disappears

Clicks are vanishing. Cookies are short lived. AI-efficient tools dominate. How do you outsmart the disappearing data on your marketing digital platforms? Here are some answers.

Content Marketing Institute Team

May 1, 2025

For more than two decades, marketers have built success based on data — search engines, social media, email, web analytics, etc.

“Every one of them allowed you to track that customer and understand the efficacy of your marketing. Well, that’s changing, my friends,” warns Wil Reynolds, founder and CEO of Seer Interactive, in his recent CMI webinar, How To Measure Your Impact in a World of Disappearing Data.

In an era of zero-click marketing, the importance of keywords has diminished. Social media sites penalize brands that share links that motivate their users to leave the site. Apple deletes cookies after seven days, making it harder to track people who take longer than that to go through the sales funnel. Advances in AI mean all these platforms, from Google search rankings to social media, no longer want to give you the data to analyze. Instead, they say, ‘Trust us. Let the AI manage all these things for you.’

But Wil says, don’t let that stop you. Use your brain; he can help as he talks about (video above) how to track the “untrackable” and beat your competitors.

Discover the latest strategies, insights, and tools to elevate your content marketing. Explore our webinar lineup and start building your expertise today. Register for free now!

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Content Marketing Institute Team

Content Marketing Institute Team

The Content Marketing Institute team byline indicates this article reflects the collective work of the CMI team. CMI is a global marketing education and training organization dedicated to advancing the practice of content marketing. We create and curate content experiences that teach marketers and creators from enterprise brands, small businesses, and agencies how to attract and retain customers through compelling, multichannel storytelling. Global brands turn to CMI for strategic consultation, research, and training and certification, and send teams to Content Marketing World, the largest content marketing-focused event, the Marketing Analytics & Data Science (MADS) conference, and CMI digital events every year. Follow @CMIContent on Facebook, LinkedIn, and Instagram, and use the hashtag #CMWorld.

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