A Better HR Business19 Touko 2025

Episode 283 - How To Track Marketing Attribution Since The Decline of Third-Party Cookies - with Jeff Greenfield from Provalytics

With the decline of third-party cookies and the rise of privacy regulations like GDPR and iOS updates, understanding what truly drives conversions is more challenging than ever.

So, how can marketers prove ROI when many traditional tracking tools no longer apply?

I recently sat down with Jeff Greenfield, CEO of Provalytics - an AI-driven attribution platform built for the cookieless era. With over 30 years of marketing experience, Jeff shared what’s actually working today - and how HR and HR tech businesses can apply these insights to drive real growth.

In a wide-ranging discussion, Jeff and I talked about:

✅ How GDPR and cookie changes are reshaping ad measurement. ✅ The challenge of “walled gardens” like Google and Meta. ✅ Why last-click attribution misrepresents customer journeys. ✅ How Provalytics uses AI to fill tracking gaps. ✅ The strategic shift from click-based to impression-based metrics. ✅ Risks of undervaluing top-of-funnel marketing. ✅ Jeff’s advice on how companies can adapt with better data and tools. ✅ And much more.

Check out Provalytics' website for their free Attribution Certification, playbooks, and a closer look at how AI-driven measurement works, without compromising user privacy.

Website: www.provalytics.com

LinkedIn: www.linkedin.com/in/jeffgreenfield

For show notes and to see details of our previous guests, check out the podcast page here:

www.GetMoreHRClients.com/Podcast

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